Webinar metrics help to inform webinar organizers about the success of their webinars. Without metrics, it can be hard to tell if specific goals are being met. Metrics can also help companies know when to pivot if their webinar strategies aren’t working. To compare the performance of your webinar strategy against other companies in the same industry, take a look at this resource.
Some key metrics to pay attention to for webinars are the registration rate, attendance rate, replay views, retention rate, engagement, and CTA clicks.
This tracks the number of people that have registered for a webinar. Webinar software tracks this information with registration pages. Except in cases where attendees are manually invited without using a registration page, or registered through a registration page that is independent of a webinar software.
The registration rate is how many people go from the webinar landing page and actually convert to a registration. If there are not many visits to the landing page then the promotional materials need to be adjusted. If there are many page visits but not a lot of registrations it could be an issue with the registration form being too long. It could also indicate that the wrong audience has been targeted for the content.
An attendee is a registrant who has actually attended the live presentation of the webinar.
Contrary to physical events where attendants are usually counted manually, webinar software automatically logs attendees as they enter the webinar room.
To measure how many registrants actually attend the webinar, one must calculate the attendance rate. It can be found by dividing the number of event attendees by the number of registrants and then multiplying by 100. Across industries, webinar attendance rates hover around 30%. Some webinar platforms have attendance rates as high as 70%.
Low attendance rates can be caused by a failure to promote the webinar to the correct audience. It may also be caused by the day and time of the webinar. It is recommended to hold webinars midweek.
Webinar software that is hosted directly in a browser has higher attendance rates because users don’t have to download any apps or software. Some registrants sign up for webinars with no plans to attend them because they are interested in receiving the replay.
Retention shows how long each audience member stayed during the webinar. Retention metrics can show when attendees leave the webinar room, and hosts can use this information to learn more about their presentation.
If people drop off after the halfway point of the webinar, it could mean that the webinar is too long. When audience members stop watching after the introduction, it can be a sign that the event was promoted inaccurately.
Metrics that measure engagement include polls, questions, and chats. Paying attention to these metrics can help when segmenting an audience.
To increase the amount of engagement during a webinar the hosts should let the audience know about these features. Providing incentives may increase the likelihood that audiences will respond to polls and questions. And hosting a q&a session encourages viewers to discuss in the chat tab.
The call to action metric lets webinar organizers see who clicks on CTAs. Throughout the webinar, hosts have the option to send CTAs to their attendees. These CTAs could be anything from downloading a supporting document to purchasing a product.
This metric tracks which registrants or attendees have viewed the webinar replay. Adding the number of attendees to the number of replay viewers can give a measurement of the global viewership of a webinar.