As the webinars rise in popularity, the technologies that support its production and hosting have also evolved
They are now able to give you insights into not only whether your prospects have registered and attended your webinar but also how much engagement they have shown during the webinar.
You can then use this intelligence to relate back to your goals of the campaign thereby further optimizing it and devising the follow-up strategy.
In this article, you will find 6 key webinar metrics that you need to measure. They are divided into 3 different stages i.e. before, during and after the webinar:
1. Registration Rate
Registration rate measures the number of people who have registered for your webinar. You can further break it down into how many people visited your landing page and how many people clicked on the call to action.
This rate tells you two things: First, how relevant your content is for your prospects and second, how efficient your channels of communication are: be it website, emails, social media or even tele-calling.
For example: If you are not getting enough opens or clicks in your emails, then there might be the following reasons:
– You are not sending the emails at the right time
– Subject lines of the emails are not relevant
– Body of the email is not optimized
– Content of the email is not relevant for your prospects
Similarly, if you are not receiving enough registrations on the landing page, it might be because of the following reasons:
– Content is not relevant for your prospects
– Body of the landing page does not capture the attention of your prospects
– You are asking for too many details on the form
– CTA is not enticing enough
and much more…
You can then optimize each of the stages of the registration process to improve your content and also to improve your webinar registration strategies.
2. Attendee Ratio
Attendee ratio measures the number of people attending the webinar vis a vis the number of people who registered for it.
Combining it with the registration rate, it can provide key insights into many things:
– How attractive was your content for your prospects at the first place? Was it something that your prospects would want to take out time to attend?
– How efficient was your follow-up process?
– What is the right date and time to host and produce a webinar?
You can then tweak your strategy accordingly to optimize your content and use best practices for following up to ensure that the maximum number of people attend the webinar.
3. Joining Time
This provides you the time at which your prospect joined the webinar.
There are times when your prospects might be stuck in some meeting due to which they joined a bit late. Even if you are already using the best practices to follow up with them, then there is no way to ensure they join at the start time always.
However, joining time provides is an indicator of the amount of webinar information that is consumed by the attendee. You can then use this information for effective follow-up with them.
4. Poll Engagement
Almost all webinar technologies give you the functionality of integrating live polls in your webinars. This helps you in capturing the interest of your attendees during the webinar thereby measuring real-time feedback.
Engagement on the polls provides you with two key insights: First, your attendees’ level of engagement and second, their perspective on the topic.
You can use this information to shape your message and also devise effective follow-up strategies.
5. Exit Time and Surveys
These two metrics give you insightful information as to whether you were able to match the expectations of your audience or not.
This can then help you to design your follow up strategy and also identify the next set of topics that you should cover to educate your audience in your webinars.
6. On-demand Viewing
On-demand viewing indicates the post-webinar interest of both your attendees as well as your registrants.
There are many reasons why your prospects view on-demand recording:
– They registered but couldn’t attend the webinar
– They attended the webinar but want to listen again
– They discover the webinar on your website or social media and are interested in the content
This metric can provide useful insights into how ready your prospects are for your products/solutions.
It is not just enough to produce and host a webinar. You should track and measure its effectiveness across different stages.
This helps you in maximizing the reach of the webinar, ensuring maximum attendance and devising effective follow-ups thereby helping you in maximizing the ROI of the campaign.
Which metric do you track to measure the effectiveness of your webinar? Please comment below