Anyone can produce a mediocre webinar, being able to produce one that meets or exceeds your commercial outcomes while delighting your audience means you have to use metrics. This presentation covers 6 key critical webinar metrics that introduce the importance and value of capturing and measuring data collected before, during and after the webinar. Following these metrics, not only allows you to optimize your performance across the webinar life cycle, it also provides predictive insights to make corrections to ensure optimal outcomes.
If you'd like to learn more about managing across the webinar life cycle, please download a complimentary copy of our award winning eBook "Webinar Ready - A Step-by-Step Guide to Hosting Successful Webinars"
1. 6 Key Metrics That Impact Webinar Performance:
Before, During and After
COPYRIGHT 2013 WEBATTRACT
Mike Agron
Co-Founder
Webinar Demand Gen Expert
WebAttract, LLC
mike@webattract.com
@WebinarReady
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What We’re Going to Cover
The 6 key metrics and
their benchmarks
How do you know if
you’re on track?
Converting more
prospects into customers
Attract
EngageConvert
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Gather Life Cycle Intelligence
BEFORE EVENT
Gather profile data
DURING WEBINAR
Online polls
Live Questions
AFTER EVENT
Surveys
On-Demand Views
Social Media
Lead Nurturing
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The 6 Key Webinar Metrics
• Click Thru Ratio or CTR
• Attendee Ratio or AR
• Online Polls
• Exit Surveys
• Audience Retention
• On Demand Viewings
9. 1. Click Thru Ratio (CTR)
Before the Webinar
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Click Thru Ratio (CTR)
What Does It Measure? What Does It Predict?
Percent of People
People who Register
Click to Registration Page
Registration - Attendance
Registration landing page
Message and value prop
11. Outcome
Low
¼ of 1%
High
½ of 1%
Reach Landing Page 750 750
Click Thru 16.6% 33%
Register 125 250
Attendance Ratio 40% 50+/- 100+/-
A Targeted Demographic of 50K Contacts
Should Yield Registrants = ¼ to ½ of 1%
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How do you Know if you’re on Track?
CTR
Benchmarks
What it predicts and what you can do to increase registration
34% - 50% Excellent - Indicates your message is connecting
23% - 33% Target - Invitation message is specific to audiences interests
<23% You should be concerned, as something is not connecting with your audience
1. Are you targeting the right demographic?
2. Is your topic a “must have” or “nice to have” or is it a covert sales pitch?
3. Are you asking too many landing page questions that are invasive?
4. Check for SPAM trigger words in email subject line, e.g. Won’t vs. Will Not
5. Does each touch or Drip have a fresh subject swap?
13. 2. Attendee Ratio (AR)
During the Webinar
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Attendee Ratio (AR)
What Does It Measure? What Does It Indicate?
Percent of People
Attended
Registered
Interest in your topic
Demographic value
Post webinar follow up
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How do you Know if you’re on Track?
Attendee
Benchmarks
What it indicates
>50% Excellent
40% Target
<30% Under Perform
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Online Polls
What Does It Measure? What Does it Indicate – Impact?
Real time feedback
Level of engagement
Audience perspective
Message shaping
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How do you Know if you’re on Track?
On Line Poll
Benchmarks
What it indicates
>75% Excellent
60 – 70% Target
<50% Under Perform
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Analysis
21%
9%
5%
25%
40%
I'm not sure - I would like help
Monitor only the sites I advertise
on
No plan to monitor
Reputation monitoring manually
Reputation monitoring with a
tool
How will you monitor your online reputation going forward?
Response Rate = 66%
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Exit Survey
What Does It Measure? What Does It Indicate?
How well did you met your
audience’s expectations?
Your brand and thought leadership
Ideas for future topics
Lessons learned for next webinar
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How do you Know if you’re on Track?
Exit Survey
Benchmarks
Ranking Scale of 1-5
What it indicates
3 – 5 >90 % Excellent
3 – 5 80% - 90% Target
3 – 5 <80% Under Perform
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How do you Know if you’re on Track?
Exit Survey
Benchmarks
Response
What it indicates
>35% - 45% Excellent
25%-35% Target
<25% Under Perform
24. 7%
46%
38%
7%
2%
5 - Exceeded
4 - Above
3 - Met
2 - Barely Met
1 - Did Not Meet
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Analysis
On a scale of 1 to 5 - How did today’s webinar meet your expectations?
Response Rate = 42% with 98% Positive Ratings
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Audience Retention
What Does It Measure? What Does It Indicate - Impact?
Audience Engagement
Did you deliver what you promised?
Audio or technical challenges?
Your brand and thought leadership
Post webinar follow up opportunities
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How do you Know if you’re on Track?
Audience
Retention at Q/A
What it indicates
>85% Excellent
75% - 85% Target
<75% Under Perform
29. 6. On Demand Viewings
After the Webinar
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On Demand “The Gift That Keeps on Giving”
What Does It Measure? What Does It Indicate?
Post webinar interest
Fresh new sales leads
Attended but watched again
Registered but did not attend
“Must Have” Content
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How do you Know if you’re on Track?
On Demand
Viewings
Targets as a % of
Registrants
>50% Excellent
15% - 30% Target
<15% Under Perform
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Analysis
On Demand Viewings
431 viewings in first 45 days
Viewing # - % Total Viewings
Registered – Did Not Attend 90 viewings - 12%
Attended – Repeat Viewing 59 viewings - 8%
Fresh New Leads - Viral 617 viewings – 80%
Total On Demand Viewings 774 viewings – 100%
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Review Life Cycle Intelligence
BEFORE EVENT
Gather profile data
DURING WEBINAR
Online polls
Live Questions
AFTER EVENT
Surveys
On-Demand Views
Social Media
Lead Nurturing
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Put Your Sales and Marketing Hat On:
• Step 1: Archive a copy of the recorded webinar
• Step 2: Within 24-48 hours, send follow-up thank you
emails and include valuable content and information
• Step 3: Do final Registration, Attendance and
Performance analytics
Maximize the Opportunity with Post Webinar
Follow-up to Start a Warm Conversation
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Analyze all Other Life Cycle Intel
34%
27%
19%
16%
4%
Other
System
Integrator
GNSS
Equipment
Manufacturer
Product/Applica
tion Designer
Mobile Device
Manufacturer
61%
18%
11%
10%
MEMS IMU
Other
Ring laser gyro
(RLG)
Fiber-optic gyro
(FOG)
Industries Represented
What kind of inertial technology
are you most interested in?
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Gather Insights by Attendees
Interests Plans to
purchase
this year
What
would
you like
to learn?
Scale 1-5
5 being
highest
What
could we
have
done
better?
What did
you like the
most?
What
other
webinar
topics
would be
of
interest?
Poll #1 Poll #2 Question
asked by
attendee
MEMS
IMU
Not sure
researching
General
Info
5 More
technical
content
The Ask the
Experts
Panel
Case
Studies on
hardware
specific
appls
Integration
Kallman
Filter
Define
models
for the
inertial
sensor
errors
When
discussing
multi-
Sensor
fusion, are
there ….
MEMS
IMU
Yes Practical
app of
MEMS
IMU GNSS
5 Good
overview
not too
technical
Well
organized
Any GPS
signal
related
topics
Define
Models
for the
inertial
sensor
errors
Is the INS
always a
core
sensor?
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Summary and How to Get Started
• Metrics ensure predictable outcomes
• Define your objectives and success factors
• Have a clear “Call To Action”
• Study and mine life cycle intelligence
• Follow-up within 24-48 hours post webinar
• Build an ongoing webinar database to create
your own benchmarks and lessons learned
39. COPYRIGHT 2013 WEBATTRACT
To Continue the Conversation
An End2End Solution for Webinar Demand Creation
On LinkedIn (WebAttract Thought Leadership Webinars and Webcasts)
www.webattract.com
mike@webattract.com
+916.804.4703
@WebinarReady
The WebAttract Channel
Best Practice Videos Complimentary eBook
WebinarReady™
A Step-by-Step Guide to
Hosting Successful Webinars
Notas del editor
Intro for Patty:Good morning, and you’re in the right place for “6 Key Metrics That Impact Webinar Performance: Before, During and After, sponsored by BrightTALK Academy.Hi from Sacramento CA, I’m Patty Van Hooser with WebAttract, and I’ll be one of your hosts today, along with our co-founder Mike Agron who will be speaking on today’s topic.Speaking of the topic…..not all demand generation webinars are created equal – some inspire you while others bore you. Ever wonder why?Hosting successful webinars means using a planning methodology, best practices AND metrics to know when you're on target, when you're not and what to do about it. CUE – Advance slide for Patty to introduce what we’ll be covering and to intro Mike and eBook
Patty sets up what we’re going to coverAnd while today is about hearing from the speaker, we’d love to have you feel free to ask questions throughout the webinar, as we’ll be answering them at the end of the presentation, during the Ask the Experts section. The webinar today is going to cover…The 6 Key Webinar Metrics and their benchmarksHow do you know if you’re on tract…and what to do about it ensure you achieve positive outcomes…How using these metrics to help convert more prospects into customersTo tell us about this is Mike Agron……Mike Agron is an entrepreneur, speaker, thought leader, author of WebinarReady™ and The Five Things You Need to Know About Webinar Audio, and the Executive Webinar Producer and Co-Founder of WebAttract.We’re a a professional services organization of B2B webinar experts, helping sales and marketing professionals excel at using webinars for demand creation to convert more prospects into customers.Mike has produced and moderated demand creation webinars for global industry brands as well as many emerging firms. He eats, sleeps and breathers webinars- His goal is to deliver what he calls “High Performing – High Impact” webinars with predictable outcomes.BTW, much of today’s topic can be found in more detail in the WebinarReady eBook, and we invite you to download a complimentary copy from our website webattract.com .Patty then says, Now let’s hear from the expert – Welcome Mike!Hi, and encourages asking of questions…. And what we can’t answer on air, we positively promise to answer as quickly as possibleCUE – After Patty’s intro, Mike will speak to this slide, a little banter, then go to next slide for launching 2 quick polls.Who will launch the next 2 polls…Mike or Patty?
Mike – Metrics tell a storyCUE – Mike says, to help us better understand how you use metrics, we’re going to launch 2 quick polls….advance to Poll #1 What Type of Metrics do you Currently…then Mike launches….
Mike-Objectives: TL, sales leads, customer retention?Audience value – WIFM, is it timely/relevant, targeted?Define Success Factors: # of registrants, or # of attendees, or # new sales leads?CTA:For the audience, what do you want them to do after the webinar?For you, what’s your follow up plan post webinar for calling the sales ready leads and nurturing the others?Analyze the Life Cycle Intel…..Adv
MikeRemember your building a relationship, albeit virtual….Valuable info can be gathered Before, During and After the webinar to get into a sales conversationTip ; What do you want to learn?These metrics along with a solid methodology, bets practices will provide a level of predictability on your outcomes…. Advance…….to get under the hood
Hold for a few seconds, then advance to describing the 6 key metrics,
Mike –Note that these are only for the actual webinar, and don’t factor in other important metrics such as measuring your email campaigns opens, bounces , unsubscribes, etc. There are actually many other metrics you can capture, but let’s focus on these 6 key ones for now.Patty – Mike – What are some of the other info you can capture….?Adv
This is probably the most important metric of all to be the best predictor of webinar success, especially during the critical registration process which is BEFORE the webinar starts……Advance
Mike – talks to key points, then here’s some audience recruitment benchmarks on to expect for a campaign
Mike – reviews key points, then advances to AR
Mike We’ve just moved from the Before to the During phase and want to measure how well we’re doing now that the webinar has started…advance
Mike-Explains, then advances to how do you know if you’re on track?
Mike – does benchmarks…..TIP - Next metric is also DURING the webinar, use of Online PollsAdvance….
Hold and advance….. To describe…
Mike – Talks to thisTipAdvance…for an example
MikeReviews slideTipAdvance to give an example of the data/intel you can mine from an online poll to help convert prospects into customers…..will show analysis of a 66% poll where 21% said they would like help…
Here’s what’s important:66% response rate that’s very goodBut look at the results….21% said they would like HELP…..and yes, all of this data is available in the attendee report on GTW…..this is great intel all available in real time….Advance to Metric #4, Exit Survey…to get even more feedback…
This is a great opportunity to get some feedbackYou can do this either at the end of the webinar when folks log off, or as a follow up link in an emailI recommend you do it when it’s fresh in people’s mind immediately following the webinar…as people like to “weigh in”Advance
MikeExplainTip 1 – you can also ask qualatative questions, like what did you like, what can we do better, what other webinar topics would you be interested in attending, etc?Tip 2 – The response rate is also a great predictor on how well you did…more on this in a bitAdvance to How Do You Know If You’re On Track?
MikeExplainTip on where to find this…..Let’s go to determine another Exit Survey metric to know if you’re on track….advance slide…
MikeOn Surveys there are 2 measurements:How many responded and how did they respond?Advance to show Analysis of a HI HP webinar….
HP HPResponse rate = 42%Positive Rating = 98%This tells you that the audience overall found value in the webinar content with 98% giving it a positive rating, AND, 42% of them took the time to weigh in AFTER the webinar was over, as mentioned 25% -45% is a great range and this was a the top of it!Advance to Metric #5 Audience Retention….
So far we’ve looked at how well we evaluate on our ability to attract the audience, got some feedback during the webinar, now…how well did we do on keeping them engaged and how long did we retain them for?Advance…..to show what it meausres….
MikeDescribeGoal is to keep 80% of the audience online until the start of the Questions and Answers….Patty. Why is that?Advance, let’s look at an example
MikeThis was a very technical subject and audience….and was for 90 minutes rather than our usual 60 minutes..We had a peak audience of 378, so 80% is about 302Review key metricsNote 87% were still on at Q/AAdvance….to How Do You Know If You’re on track….
MikeReview BMAdvance to last metric on tracking On Demand Viewings, or as I like to say, the gift that keeps giving
Mike – excellent opportunity to do some content marketing….Advance to drill down…
Explain…..Fresh New Sales LeadsAdvance to review Benchmarks…..
Mike-Talks about Benchmarks….OK, let me show you a recent example of how this helped us identity fresh new sales leads by extending the shelf life of this asset….
Mike-80% were Fresh New Sales Leads, lot’s of buzz on topic, was promoted over social media channels and clients website…….Leveraged initial investment to have more 1:1 conversations for the clients sales reps……Cue – Mike advances to quickly review how we’ve gathered a lot of data over the life cycle and how we’re going to use it to help us learn about how well we met our webinar goals that we spoke about at the start our session AND, how we can mine this data/intelligence to convert more prospects into customers…Advance to reviewing the life cycle….
MikeConsidering we really haven’t met our audience, we’ve learned a lot about them….advance to putting on your sales and marketing hat….and see what we want to do next, as it’s time to put our sales and marketing hat on Advance slide
MikeNow it’s time to put on our S/M hat and here’s the 3 steps to take:Review each bullettAdvance…to give an example of some additional mining you can do to learn more about your audience’s background on say their industry, or what types of technology they are interested in….
Mike – hold for 15 -20 seconds,Other insights we’ve learned, again from data collected from Reg Landing Page and Polls…..Industries and Interests…..But here’s where it really gets interesting….that is taking all of the data you’ve collected across the life cycle and creating a big picture view of each attendee……Advance slide….and reivew…
MikeLet’s look at what we can learn about each person who registered and or attended……..What’s really cool about this data is that you can connect with your prospects by knowing a little about them making for a warmer conversation then simply trying to sell them something….It’s so much nicer to be able to speak with someone and know a little bit about them, rather than simply sounding like you’re trying to qualify them out of the gate.This shows you did your homework, and you’re taking an interest in them, so they’ll be more willing to take an interest in hearing what you have to say!Advance to segmenting your leads…
MikeBegin to segment your leads and be sure to start your follow up within 24-48 hours after the webinar, specially with the ones that want more infoAdvance to summary….of how to get started,
Mike-Summary of what we covered and some ways to get started.CTA….try this and by all means, please feel free to call us if we can help you with any of the info we covered or any other topic….and speaking of a “call to action:….Advance and Patty gives info on how to join the conversation on next slide
Patty - For more info…We would love to have a conversation you Give us a call at the number listed on the slide and go to our website to download your own copy of WebinarReady and join our Thought Leadership group on LinkedIn.Mike – we have a lot of questions that have come in and the first one is…..Then advance to Q/A as we’ve got a lot of questions in the queue…..