Webinar Success – what should you be measuring?

By Sara Gonzalez
Redback Stories

It’s the question we should be asking before we launch into any webinar program – what are we trying to achieve? Once we understand this, we can then work backwards and relish in our success!

But – we tend to fall into a few common traps:

  • We don’t understand which reports are available to us in the first place
  • We measure engagement once our webinar is over, but what about the success of our registrations, landing pages and emails?
  • We measure ‘vanity metrics’ – which are great, but we don’t take it any further

So how can you set your webinar programs up for success? Here’s a few tips!

Understand the reports available to you

We’ve all done it – we log into our webinar portal once our event is over, take a look at the reports, pay attention to attendance rates and then move onto our next event. But what else do you have access to?

Attendance vs Registrations
The most obvious of the reports, this allows you to understand how many people registered vs attended. It’s a good idea to benchmark your attendance rate across all webinars and understand that a low attendance rate isn’t necessarily a bad thing. At Redback Connect, the average attendance rate across our customer’s events is 35%.

Download a copy of our Redback Report for more information on measuring your attendance rates.

Duration
Understanding how long your attendees remain online can tell a story. Drop-offs can indicate the following:

  • The content is not what they signed up for
  • The presenter wasn’t engaging enough
  • The length of your webinar was too long

Alternatively, if most of your audience stays online for the entirety of your webinar, it’s a telling sign that you’re on track and giving people what they want.

Question and Answer Sessions
What are people asking and how engaged is your community? Your Chat Transcript will include conversations between all online attendees and perhaps even some suggestions. You can use this information to:

  • Identify your most engaged attendees
  • Uncover any common questions – this may relate to format, technology or presenters
  • Export any unanswered questions and answer them in a follow up email
  • Use the most frequently asked questions to create written content or future webinar topics

Surveys
Whether you choose to use in-room surveys or your own provider, you must use one! Surveys capture feedback in the heat of the moment and allow you to change up questions based on your topics.

In saying this, we recommend you refrain from:

  • Sending surveys once your webinar is over – the content isn’t fresh, and chances are your audience has moved onto a hundred other things following your webinar
  • Changing up too many questions – try and keep your quantitative feedback the same so you can benchmark across all webinars. This includes questions that rate your content, program and presenters. Feel free to change up one or two open ended questions based on each webinar
  • Not capturing qualitative feedback – asking people to rate your event is great, but asking them for open ended feedback is just as good. If someone raves about your webinar, you can use this to promote future events.

 

Measuring data before your event kicks off

The registration process varies for all of us. It also gives us great insight into the behaviour of our audience and can be used to enhance our marketing efforts.

Registration Page Conversion Rates
How many people land on your registration page and don’t register? This information is readily available to you and if you measure it, you can then tweak it. Keep in mind that most people will register for your webinar 1-7 days before the go live date.

So, what can you do if you have a low conversion rate? Here’s some tips:

  • Consider creating more urgency or adding a video
  • Look at your registration fields, are there too many? Are they all relevant?
  • How much content do you have? All content should be visible without scrolling down the page
  • Is your page responsive? Can people view it from a mobile device?

Promotion – are your marketing channels working?
How are you promoting your webinars? And do you know your most effective marketing channel?

Before your webinar goes live, you should be monitoring how effective each channel is – this includes: email, social (Facebook, LinkedIn, Instagram, Twitter), website, your internal teams and even your presenters.

If you don’t have the technology to do this, look into sites such as bitly.com/ or tinyurl.com/ – they allow you to convert your registration link to a shorter format, and then track the effectiveness.

Vanity vs ROI

While the above metrics are invaluable, they only provide you with insights into behaviours before and during your event. What happens when it’s all over? How do you truly measure if you have achieved your goal?

Our research shows that 74% of people only use attendance rates to measure the effectiveness of their webinar programs and only 31% track the number of leads acquired.

Here’s some tips on going beyond the vanity:

  • Look at conversions – who registered, and who converted into a customer or member?
  • Report on this data quarterly – the nature of business means that many conversions won’t happen overnight
  • Invest in the right technology to make this happen – you don’t want to be exporting and importing spreadsheets regularly
  • Keep your community engaged in-between webinars – nurture them like you would you plants!

If I you can take anything out of this, remember that no webinar program is an overnight success; and you can’t tweak and improve if you can’t measure.

Best of luck!
Sara Drury

TAG: digital marketing, webinar, webinar attendance, webinar engagement, webinar marketing, webinar tips,

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