Add to calendar for webinars
Webinar registration is easy and attendance is hard. The gap between the two is mostly a memory problem, and a calendar entry is the cheapest fix available: it puts your event in the one place people check before deciding what to do next.
Three places the link belongs
- The confirmation page. Right after the form, while the intent is still fresh. This is the highest-converting placement by a wide margin.
- The confirmation email. For the people who registered on their phone and will attend from a laptop.
- The reminder email. Twenty-four hours before, at the top. Some registrants never added it, and this is the last useful moment.
Put the join link in the location field
Not in the description, in the location field. Calendar apps surface the location on the event card and in mobile notifications, so at start time the attendee taps a notification and is in the room. If the join URL is buried in the description, they have to open the event and hunt for it, and some of them will not bother.
Write the description for the moment it is read
The description gets read once, thirty seconds before the event, by someone deciding whether to show up. So lead with what they get, not with logistics:
What you will walk away with: a working pricing model for
your own product, plus the spreadsheet we build live.
Join: https://meet.example.com/abc
Cannot make it? The recording goes out to everyone
who registered.Mentioning the recording is counterintuitive but works. People who know they can catch up later register more readily, and a decent share still turn up live.
Recurring series
For a weekly series, generate one recurring event rather than a link per session. Google takes a recurrence rule directly, and the .ics file carries an RRULE for everything else. One click, the whole series in the calendar, and you are not sending five emails.
What to expect
Vendor case studies claim large lifts here and are worth treating with suspicion, since the tool provider is rarely a neutral party. What holds up is the mechanism: attendance depends on remembering, and a calendar entry with a working join link removes the two most common failure points. Measure it yourself with click counting on and off across two comparable events, and you will have a number you can trust.