Initial Issue: low conversion from webinar registrations to views, few sales.

Goal: Boost attendance by 10%.

The result of cooperation: views up by 20%, sales up by 1.5%.

Analysis of the existing funnel. It turned out that before the webinar started, they sent reminder emails with the date of the event. The idea of the webinar was not disclosed, and people did not understand why they should come to the webinar.

The funnel I was approached with is on the left. The funnel that was implemented - on the right

2. I set up a series of warm-up emails about the webinar (short videos, texts that reveal the topic). The emails are sent in a specific sequence. If a person subscribes the day before the webinar, they receive only 1 warm-up email (instead of the entire series).

3. Added a link to the webinar recording to the bot. Set up customer segmentation, depending on whether they watched the webinar or not. If they did, there is an additional segmentation by % of viewing time. For each segment, I developed a separate series of emails after the webinar.

A part of the customized funnel below:

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