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You can meticulously plan your event, but all that planning means nothing if you don’t use the right webinar metrics to measure success! There are several ways to determine the success of your webinar! You will most likely set goals for your webinar, and analyzing webinar metrics can help to determine if those goals were met!
Webinar metrics are tools that webinar hosts use to determine the success of the webinar. As stated above, most webinar hosts will set goals for their webinars, and webinar metrics will help hosts to get a better understanding of if and how those goals were reached. If there is a certain aspect of your webinar that isn’t working, webinar hosts can look at the metrics to see what isn’t working. Hosts can also compare their webinars against other companies to see how they stack up.
Webinar registration rates help to track the number of registered guests for your webinar. When you use the correct webinar software, webinar hosts will be able to track which attendees became registrants straight from the webinar landing page. The average registration rate is about 30%, and you can use the metrics from your webinar software to try and get that number higher!
According to studies, an average of 260 attendees register for a webinar with only 40-50% actually attending. The webinar attendance rate metric measures how many people actually attended your webinar, measured against the number of people who actually registered. If you use webinar hosting software, you are able to log each attendee as they enter your webinar room. In order to have a high attendance rate, you may want to use email reminders to remind attendees of your webinar- there may be guests who register for your webinar, but totally forget about it! Another thing to keep in mind is that there are guests who will want to view your webinar on their own time, so they might not attend the live webinar, and will wait for the pre-recorded webinar to be sent.
You may have a webinar full of guests in the beginning, but they might leave the webinar at any time for a variety of reasons. Using the webinar retention rate metric allows webinar hosts to see how long each guest stayed during the webinar. If you see a high dropoff in guests during a certain point during the webinar, the webinar may be too long or have a section that isn’t relevant! You don’t want your guests to leave at any point during the webinar, you want them to stay for the duration of the webinar to receive all of the information provided. These metrics can be used to help plan any future webinars and to avoid any potential dropoff spots.
One of the most important parts of a webinar is the engagement between the hosts and the attendees. Attendees are able to ask questions, give feedback and express their favorite parts of the webinar using engagement tools; they can include polls, Q&A sessions, and live chats! When your guests register and on the day of the webinar, let your guests know that these engagement tools are there for them to use, and encourage them to use them. Once the webinar is over, webinar hosts can look at all of the engagement and event feedback to see what worked and what didn’t work.
A call to action metric helps webinar hosts see how far their attendees have clicked through their links. The links provided can be as simple as purchasing a product or downloading a certain document. When you use the CTA metric, the hosts can see who actually clicked on the links and who did not! If you have a large number of attendees who didn’t click on any links, you may want to change the way you present the CTA, or even create an incentive for the attendees who click on the link.
If you choose to record your webinar, you can then send it out to all attendees, including the ones who registered but did not attend. When you use the viewed replay metric, webinar hosts are able to see just how many guests viewed your recorded webinar. You can also add a viewer count on the screen which adds a view each time a guest views the webinar. This allows everyone to see the number of attendees going up, and it shows how many times the webinar has been viewed, all over the globe!
Webinars are typically a cost-effective type of event, but you should still keep track of the amount you spend on the webinar, from start to finish. The cost of a webinar can range anywhere from $100 to $3,000, according to Webinar Care. With marketing and promotion for your webinar, it can quickly add up! Using a metric to track your costs will keep you on track and you will know exactly where the money is going. If you use any paid marketing or paid advertising on social media, that needs to be transparent. At the end of the webinar, you can ask your guests how they heard about the webinar, and use that information to see how well your marketing worked.
As we previously discussed, one of the goals of your webinar should be to have your guests stay for the duration of your webinar. By using a webinar view duration metric, webinar hosts can have a better understanding of how engaging their content was and how long their attendees viewed the webinar. You will have different resources and speakers that are a part of your engagement content, and your guests should be able to view every part of that content. The subject matter is the reason why your attendees register for the webinar, so you want to make sure that the content is engaging enough for everyone to stay for the entire webinar.
Another important aspect of your webinar is the attendee feedback! Webinar hosts can get true and honest feedback from their guests, and it can help to plan any events in the future. An engaged audience is a happy audience! If your guests are happy with your webinar, they are more likely to attend another webinar! Using this metric helps to better understand what works and what doesn’t work.
You may have guests who view your webinar more than once! They may have missed something the first time or they may use your webinar as a reference tool later on. Take note of the attendees who view your webinar more than once, and even reach out to ask why they’re viewing your webinar or if there is something you can provide more information on. They may need more engagement, which is something to take into consideration. If multiple guests are saying the same thing about multiple views on your webinar, then webinar hosts should change the way they present their webinar.
In order to determine your ROI, keep track of the total webinar costs! The costs of your webinar can come from marketing and promotion. You may want to market your webinar on different social media platforms, so it can be seen by all kinds of people. You may also use certain technology to host your webinar or a webinar hosting platform which can become costly! Adding up all of this can determine your ROI and help to determine if your webinar was a success.
Chat interactions within your webinar can help audience members connect directly with the webinar hosts! According to Super Office, 46% of customers prefer live chat, while 23% prefer email and 16% for social media. From asking questions to voicing their opinion, the chat feature helps to connect everyone. Webinar hosts can also ask for suggestions for future events and guests can provide feedback. If webinar hosts take notes from their audience and they host events in the future based on the feedback, guests will be more likely to return to these events!
Along with engaging with your audience, one of the main goals of your webinar should be to close deals from the webinar. For example, if you have a new product that you are trying to sell, you want your guests to receive information about that product and then purchase one! The tricky part about this is that your guests may all be in different parts of the buyer’s journey when they attend your webinar. Using a metric to see how much revenue was generated can give webinar hosts a better understanding of how many people purchased and if selling a product during a webinar was a success.
Live webinars offer the ability for hosts to engage with their audience in real-time! If any guest has a question about something, they can ask it as the webinar rolls on. The learning can be done in real-time and guests will have answers to their questions right away. If you choose to record your webinar, that recording can be sent to your guests after the webinar is over. Webinar hosts can then track every view from every guest, and even promote the recorded webinar. You may have a lower attendance rate for your live webinar, but don’t let that discourage you. You may have guests that are just waiting for the recorded webinar, but you should still run your webinar as normal, even with a low attendance rate.
Exit surveys are a great metric to use to receive feedback from your guests! You are able to ask your guests if their expectations were met and if they have any suggestions for any future events. You can provide your guests with exit surveys with rating scales and allow them to express their favorite parts and parts they didn't enjoy.
In order to determine if your webinar was successful, you need to use webinar metrics! You may not need to use every single metric that was listed above, but you should use some that fit your personal objectives. Whether you need to measure the attendee engagement or the cost of your webinar, you can find ways to track the correct metrics for your webinar. Webinar hosts can use the feedback from their audience to plan better events in the future. Any combination of these metrics can give webinar hosts a better insight into their events, and give them the ability to change any aspects of their webinar if something is not working or needs to be improved based on the audience feedback.
By partnering with Hubilo’s webinar platform and event analytics, event organizers can gain a comprehensive understanding of their audience, improve engagement, and drive the success of their events. By using data-driven strategies, organizers can understand their audience, improve engagement, and increase their ROI. Hubilo's event analytics platform provides event organizers with valuable insights and metrics to help plan and execute successful webinars. With Hubilo's comprehensive suite of features, including registration and ticketing, virtual networking, and live streaming, event planners can create an immersive experience for attendees while tracking their event's success. So why not take the first step in planning your next event with Hubilo and harness the power of webinar metrics to create an unforgettable experience for your attendees. Request a demo and learn more about Hubilo’s event analytics platform and how it can benefit your next webinar.
Hubilo is the event professional’s event platform for live, hybrid, and virtual events. Founded over 5 years ago to revolutionize engagement at in-person events, the company makes it easy to bring people together anywhere, anytime. Hubilo’s powerful engagement features, personal client experience team, and custom branding tools have helped create over 12K events and counting. Headquartered in Bangalore and San Francisco, Hubilo’s nearly 400 employees are dedicated to co-creating the world’s most important events: yours.
