One of the questions I get most often is about pricing: What should we charge for a webinar?
In 2011, webinar fees ranged from free to $599 for webinars running 45-75 minutes. The numbers haven’t changed much since then.
Most people worry that they’re charging too much. They’ll always say that their audience is very price sensitive and can’t afford to pay a lot. But it’s amazing just how much people will pay to attend a 90-minute session. Even those “price-sensitive” markets. I’ve actually found that charging more for webinars actually works better.
Admittedly, I’ve never done any sort of head-to-head test. But I have had two occasions where we lowered the price and registrations actually fell. Once the price went back to normal, so did the registrations.
It’s very much a perception of value. If the price is too low, potential attendees will wonder if they’re getting what they’re paying for. If you really feel you have to charge less, at least offer an early-bird discount so you can show the full value of the webinar. But like most webinars I’ve done, you’ll find that 30-50% of registrants come in the last week before the webinar (after the early-bird discount has long since expired).
And here we thought discounts brought more people in – apparently it’s a deadline.
JUN
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