Pollutec Online — a webinar platform, 6,300 registrations vs 3,000 targeted

Context

Pollutec, the environment trade show, wanted a webinar platform for the first edition of Pollutec Online. Physical shows banned: webinars became both the visibility and the revenue of the edition.

• 60 webinars over 5 days, a single page
• simple sign-up, no friction
• live / replay sync for registrants

Problem

Physical shows banned: 60 webinars over 5 days to make readable and bookable on a single page, without turning the catalogue into a maze or multiplying sign-up steps.

Approach

A single WordPress page, expandable cards to browse the 60 sessions without getting lost, one-gesture sign-up, and live / replay sync so registrants find each webinar at the right moment.

1. 01

   One page, expandable cards

2. 02

   Simple sign-up

3. 03

   Live / replay sync

4. 04

   BrightTalk broadcast

Tools

• WordPress
• Custom expandable cards
• Single sign-up form
• BrightTalk (live / replay)

Where AI comes in

Nowhere — 2020, this is the comparison point. Catalogue readability and sign-up simplicity were won by hand; today card layout and form variants would be prototyped and tested much faster.

Results

• 6,300

  registrations (target 3,000)

• 15,000 h

  watched

• NPS 60

  recommendation

• 15,000 h

  watched · 60 webinars over 5 days

• NPS 60

  on a scale from −100 to +100

Takeaway

1. 1

   One page, not a catalogue: 60 sessions fit on a single screen if cards open at the right moment.

2. 2

   One-gesture sign-up: every step removed from the form showed up in the registration rate.

3. 3

   Replay as a second product: the 15,000 hours watched after the live were worth as much as the live audience.

Visuals