Methods of testing and improving webinar funnels in digital marketing

the article explores the essential characteristics, testing methods, and ways to improve webinar funnels in digital marketing. The key tools for attracting and retaining the target audience are characterized. The relevance of the topic under discussion is justified by the intense growth in popularity of webinars as an effective way of communicating with clients against the background of increasing global digitalization. The main and most acute problem is the lack of systematization of testing approaches in this area and adaptation to changing user expectations. The purpose of the study is to identify and characterize the methodological foundations for evaluating and optimizing webinar funnels, as well as to formulate the author's view on their configuration to achieve marketing targets. Contradictions have been found in the literature: some studies focus on technological aspects (data analytics, automation), others focus on the content, psychological features of interaction with the audience. As a result of the work, it was concluded that the successful use of webinar funnels requires a combination of a personalized approach to content, the introduction of modern analytical tools, and regular testing of all stages of user interaction. The author's contribution consists in proposals for automation of post-webinar communications. The article will be useful for marketers, entrepreneurs, digital product developers, and researchers studying digitalization resources.

analytics, automation, webinar funnel, interaction, content, conversion, marketing, testing, digitalization