It often happens that webinar success is measured with the help of money value, i.e., whether it has brought money or not. Yet, in addition to this, there are some more webinar metrics, which are of no less importance. Read this article to learn how to measure webinar success, what metrics should use and how you can meter and improve them.
Webinar Key Metrics
The number of registrations shows us how demanded the topic is among the target audience. This index also shows the quality of the landing page, especially when total visits of the page are taken into account. As a result, it will help you to understand the percentage of the page visitors that have finally left you their contact details and the one having left nothing.
How to meter: connect the landing page to Google Analytics, adjust target to registration.
How to improve: to get more registrations for webinars, follow two directions when working, i.e., increase the page attendance and improve its content.
Place the main information about the webinar at this page, like its name, date and time it will be held, some info about the presenter and those it would be interesting too, as well as what is waiting for the webinar attendees. The registration form also influences the final result; this is why it should better be laconic. More tips for the webinar landing page you can find here.
Attract interested visitors to the page. To do this, you might consider it useful to place information in specialized communities and forums. Also, connect additional promotions channels. Earlier, we wrote about 39 tools for webinar promotion.
Reposting announcements on social media
The number of reposts tells us about the audience loyalty: some visitors are, in fact, ready to advertise your webinars to their friends. Moreover, this is an indication of the fact that the webinar and its topic have “caught” your audience.
How to meter: follow the indexes of the Share block at the registration page and in social media where webinar announcements have been placed.
How to improve:
- Add a Share button to the registration page;
- Ask your visitors to share and offer additional goodies for reposting like mini books, checklists, brochures;
- Invent a catchy name. For example, the webinar announcement “10 mistakes made when preparing pedagogical portfolio” would gather more reposts than “Preparation of professional pedagogic portfolio”.
Without enough attendee, there is no need to speak about any kind of effectiveness. This is why this index should be given special attention.
The number of visitors at a webinar is an indicator of the audience’s interest in the topic and the proper reminders about the event.
How to meter: learn visitor statistics offered by the webinar service.
How to improve: send 2-3 reminding emails to the registered participants. For instance, one day before the event, 2 hours and half an hour before it. Generally, you are free to choose any time for reminders.
Warm up the interest of the registered visitors towards the webinar: send video, articles and other materials related to the topic via email.
This webinar metric is one of the key indexes of event effectiveness. In other words, the more active communication between visitors and the presenter is, the more likely they are to make the target actions, e.g. leaving an order, subscribing to mailing lists, watching webinar recording, in future.
High visitor activity demonstrates the correctness of the topic and target audience chosen.
How to meter: use statistics of the webinar service. Take into account the number of visitors answering the presenter’s questions, commenting on something or participating in polls.
How to improve: involve visitors into a dialogue: ask questions, organize polls. Humor, life-based experience, provoking questions and statements will help you hold the audience’s interest.
Watching webinar recording
This index will help you to get an idea of how interesting and topical the webinar was for its visitors. If a webinar helps in solving problems, its visitors are sure to watch its recording multiple times later.
How to meter: upload the webinar recording to YouTube. You will find the number of views under your video and in the channel statistics.
How to improve:
- Send the link to webinar recording to the webinar’s registered visitors;
- Upload the recording to the website and share it on social networks.
If your webinar contained some references to your products/services, the number of orders would show you how interesting your offer was for your attendees.
How to meter: orders can arrive via email, phone or website. Just count their total number.
How to improve: direct advertisement can reason visitors out of placing an order. At your webinar, offer your advice that might help to improve a certain sphere of life or business with your audience. At the end of the meeting, just indicate that your offer might help to achieve even better results. For example, if you are a nutrition specialist, tell about typical mistakes in nutrition at your webinar. Closer to the end, offer services for individual nutrition diary provisioning.
As a rule, webinar attendees are ready to buy after visiting not one webinar, but several of them. That is why sales is a financial index reflecting the effectiveness of the strategy of webinars holding you have chosen in full.
How to meter: use the information of payment systems you get for accepting payments.
How to improve: Offer your participants a discount for goods or services. Limit it in time.
To sum up, when you are systematically tracing effectiveness indexes and webinar metrics, you will learn more about the topics in demand, means of promotion to be used and how information could be better delivered to the audience. Taking into account this information, you will be able to elaborate an effective strategy for webinar holding.