The webinar funnel test almost nobody runs (but should)
Most creators A/B test their ad creative. Almost nobody tests the close script.
We ran the same webinar offer with two different close scripts across 3 client funnels:
Script A: Standard "here's what you get" recap + generic urgency ("doors close soon").
Script B: Objection-handling close — directly names the top 2 reasons people don't buy, answers them live, THEN states a real bonus-expiration deadline.
Script B beat Script A by 19% close rate, every single time, across coaching, SaaS, and course-creator funnels.
The lesson: your registration hook gets people in the room, but your close script is what actually converts. If you've never tested your close, that's the highest-leverage 20 minutes you can spend this week.
Two questions worth asking about your current close:
Does it name the specific objections your audience actually has, or does it just recap features?
Is your urgency mechanic tied to something real (cohort size, bonus expiration) or is it a generic countdown?
If you want the full testing matrix we use to structure tests like this (registration hook, open loop, offer stack, urgency, close — with scoring thresholds), it's in our vault.