There's no universal benchmark since it depends heavily on your channel mix and audience quality, but a landing page converting a meaningfully higher share of visitors than a typical marketing page is a good sign, since visitors have already shown intent by clicking through. Tracking your own baseline over time matters more than chasing an industry average.
Webinar Glossary
Registrants
A registrant is anyone who signs up for a webinar session.
What are webinar registrants?
A registrant is anyone who has signed up to attend a webinar. This occurs through a registration form located on a landing page or website. In a registration form, registrants exchange information about themselves for access to the webinar. Many webinars gate their content with a registration form.
Registration rate
Registrants to a webinar can be tracked manually through a mailing list, or automatically by a webinar platform. The registration rate is a metric measuring how many landing page visitors convert and register for a webinar.
Registration rate % = Registrations / (Registration page visits + email invites sent) * 100
Learn more about the registration rate and important webinar metrics in the entry on webinar metrics.
How to register to a webinar
Registering for a webinar happens in three steps:
- Open the webinar registration page
- Enter any required contact information into the registration form
- Click on the registration button
After you have registered you will receive a confirmation. The confirmation may simply be a page redirect that informs you that you have registered. In most cases, email confirmations are also sent to your inbox.
How to track webinar registrations
Sometimes it is necessary to track registrations in third party software like Google Analytics or Facebook Ads. This is in software that allows for custom code integrations. It is also possible to integrate with other platforms with Zapier. Here is more information on these tracking options.
When and how do people actually register for webinars?
Registration behavior is heavily back-loaded: Livestorm’s 2026 Webinar Benchmark Report, based on more than 7 million registrations, found that 49.6% of registrations happen in the final week before a webinar and 15.3% happen on the day of the event itself. Only 16.4% of registrants sign up three or more weeks in advance — so a promotion plan that front-loads all its effort a month out will miss most of the audience.
On channels, email remains the dominant driver of registrations (used by 86% of organizers), followed by organic social (43%) and community/newsletter placements (33%). Paid ads, despite getting the most attention in webinar marketing conversations, are used by only 20% of teams.
Editorial & methodology — Written and reviewed by the Livestorm content team. Figures on this page are drawn from the Livestorm 2026 Webinar Benchmark Report (33,786 webinar sessions and 7M+ registrations analyzed). Last updated: July 2026.
Frequently Asked Questions
What is a good webinar registration rate?
Do registrants automatically receive reminder emails?
On most platforms, yes, if reminders are enabled. They're usually sent automatically at set intervals before the event.
Is a registrant the same as a lead?
Not automatically. A registrant becomes a genuinely useful lead once there's evidence of real interest, like attending or engaging during the session.
What information do you actually need to collect when someone registers?
At minimum, name and email. Anything beyond that should be weighed against the drop-off that longer forms typically cause.
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