One of the unique advantages of webinars is the ability you have to gather information about your audience.
You can measure everything from how many people open your very first email promoting your event, to how many people stay until your webinar is finished (and even sign up for the next one).
Gone are the days when leaving surveys on seats or handing everyone a questionnaire as they filed into a conference session were the best ways to garner the success of your event and gather feedback from your attendees.
Measuring the success of a webinar is a lot easier than measuring the results of a traditional face-to-face event, and there are many more ways you can do it.
But that also makes it even more important to identify up-front the key metrics you need to establish how effective your webinar was in achieving your specific goals and objectives.
You can measure traffic to your landing page and registrations if you’re trying to track leads, or if you’re trying to weigh up your brand authority, you might measure what proportion of your registrants attended your webinar.
You can essentially break down your webinar reporting into three pillars: Marketing Reports, Webinar Reports and Post-Event Reports.
Your marketing reports can measure the impact of your subject line and other copy, your webinar topic and subject matter, and even your speakers by tracking traffic to your landing page, and the number of registrations – which you can also track through the sales cycle to see if they convert.
You can also calculate registrations versus attendees (did you remember to send a reminder email?), measure email open and click-through rates, and include social marketing statistics such as interactions, likes and shares.
Your marketing report should also include registration data which can be used for lead-generation in your marketing automation program.
4 Must-Haves For Your Marketing Report
- Registration page conversion rates
- Email open and click-through rates (including confirmation and reminder emails)
- Social marketing statistics and metrics
- Questions and queries from prospects or registrants — do you need to adapt your messaging?
Webinar reports should include data on everything that took place during your webinar.
Webinar technology makes it easy to collect engagement statistics during your event. You can measure how long people stayed and the proportion that asked questions. You can also measure other engagement through interactions in Q&A sessions, or comments in a chat room or on your social feed.
Once you have attendee data — such as how long each person attended, and whether they asked a question, answered a poll or completed a survey — you’ll be able to include it in your lead-scoring calculations.
Your webinar platform should also capture your secure list of attendees, and coordinate with your ecommerce platform if you’re running a paid event.
The end of your event, when you’ve still got a captive audience, is a great time to ask your audience for feedback. Ask them to rate their experience, your content and your brand during and after your event through the use of polls and surveys.
4 Must-Haves For Your Webinar Report
- Attendees vs registrants
- Polling interactions and answers
- Q&A sessions and engagement
- Interactions with the moderator, speakers and other attendees
Your post-event report should establish how many marketing-qualified leads (MQLs) your webinar generated (if you have a lead-scoring program in place).
For conversion you can track the proportion of MQLs that converted to sales-accepted leads among webinar viewers compared with non-webinar viewers.
Post-event reports should also provide information on interaction with gated content, views of associated content such as your website, blogs and other articles, return attendees, leads, and existing names and conversion rates.
Data from your webinar platform — including webinar completion and quiz results for individual attendees — can also be used in any educational webinars you might be running that offer accredited course points.
5 Must-Haves For Your Post-Event Report
- Downloads of gated content
- Increased blog, article, website and social views
- Return attendees
- Leads and existing names
- Conversion rates
While reporting on your webinar effectively will be a key determinant when it comes to measuring the success of your event, it doesn’t have to be an expensive or complex operation and it will go a long way to making sure your next webinar is an even greater success.