In the last few years, webinars have seen massive rates of adoption from marketers.
According to a report by Content Marketing Institute, 77% of marketers use webinars as lead-generation tools.
It is being used by marketers globally not only to promote their products and solutions but also to build thought leadership and credibility with their prospects.
As the webinars rise in popularity, the technologies that support their production and hosting have also evolved. They can now 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 use this intelligence to relate to your campaign goals, further optimizing it and devising your follow-up strategy.
In this article, you will find 6 metrics you need to measure to evaluate the effectiveness of your webinar. They can be divided into 3 stages, i.e., before, during, and after the webinar. These metrics can enable you to evaluate your webinar campaign to measure its effectiveness and devise optimum follow-up strategies:
The 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. Second, how efficient your communication channels are, be it websites, 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
- The subject lines of the emails are not relevant
- The body of the email is not optimized
- The content of the email is not relevant enough
Similarly, if you are not receiving enough registrations on the landing page, it might be because of the following reasons:
- Content is not relevant to your prospects
- The 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 many 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.
The 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 can provide key insights into many things:
- How attractive was your content for your prospects in the first place? Was it something that your prospects would take out the 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 to optimize your content and use best practices for follow-up to ensure that maximum number of people attend the webinar.
This provides you with the time at which your prospect actually joined the webinar.
If you are already using the best practices to follow up with your registrants, then there is no way to ensure your prospects join at the right time.
However, joining time provides valuable insights into how much content has been consumed by each of your attendees. You can then use this information for effective follow-up with them.
Almost all webinar technologies allow you to integrate live polls into your webinars. This helps capture your attendees' interest during the webinar, thereby measuring real-time feedback.
Engagement in the polls provides you with two key insights: First, your attendees’ level of attention, and second, their perspective on the topic.
According to a report by GoToWebinar, polls having a 65%-85% response time indicates a high level of participation and engagement from the audience.
You can use this information to shape your message and devise effective follow-up strategies.
These two metrics give you insightful information as to whether you were able to match the expectations of your audience or not.
This can help you design your follow-up strategy and identify the next topics you should cover to educate your audience.
On-demand viewing indicates the post-webinar interest of both your attendees and your registrants.
There are many reasons why your prospects view the 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
Once you have produced the webinar, it becomes evergreen content for you which can be used to continuously build your pipeline.
This metric can provide valuable 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 maximize your audience, ensuring maximum attendance and devising effective follow-ups, thereby helping you maximize the ROI of the campaign.