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Quick Tips: Measure webinar program success by picking the right metrics
Ideally, after you host a webinar you’d like to see a spike in conversion rates and new leads, right? It would give you a clear indication that your efforts are paying off, so you could begin planning your next webinar to keep building on the results. Unfortunately, databases and attributions aren’t as clean as we’d like them to be.
A successful webinar is only as good as the metrics and Key Performance Indicators (KPIs) you set. Let’s dive deeper into what you’ll want to measure.
Conversion Goals
Conversion Goals are straightforward. You want attendees to perform an action, such as signing up for your product, upgrading to a more robust plan, or using a specific feature. Most commonly, the metric measure is the number of sign-ups you receive for your product. This can be achieved by providing a promo code, tagging attendees in your CRM, or touching base on the first and last attributions.
Engagement
How many people who registered for your webinar actually attended? This number is not as critical as you think. If your attendance rate is low, make sure you have a strong post-webinar plan. Record the webinar so all registrants have access. You can make it be available on your blog, social media, and other sources too.
Questions are a great indicator that you are providing value to your attendees, both during and following your webinar. This will give you a sense if attendees have learned something new, or found the topic engaging enough to want to dive deeper. If you don’t receive questions, have a co-presenter get the ball rolling with some prepared questions. Keep an open dialogue with your sales and support teams to see if there is an increase in tickets or inquiries after you have conducted a webinar so, you can understand what motivated them to reach out.
Acceleration
Webinars are a great way to help shorten your sales cycle and are a fast way to educate customers about your product. If it generally takes a customer 30 days to decide to purchase or upgrade once they become a lead, hosting a webinar within the first 30 days may decrease the time it takes to convert. To your benefit, look into connections between your webinar costs and other marketing/sales tactics in terms of both raw number and time it takes to convert.
Impact
Not all results are as obvious or as tangible as the number of people who register for your webinar. By recording your webinar, you not only allow attendees to view the content again, you enable them to serve as brand advocates, sharing with their own professional networks. Be sure to monitor engagement by way of views, likes, and shares. If your webinar is a hit, attendees are more likely to share it with others.
You can read more about Intermedia AnyMeeting and, if you haven’t already done so, start a free trial and host your first webinar. Need help figuring out which metrics are the most actionable for you and your team? Talk to our experts at 800-379-7729.
