6 Key Metrics that Impact Webinar Performance.
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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"
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6 Key Metrics that Impact Webinar Performance.
- 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
- 2. COPYRIGHT 2013 WEBATTRACT 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
- 3. COPYRIGHT 2013 WEBATTRACT Metrics Tell a Story
- 4. COPYRIGHT 2013 WEBATTRACT Ensuring Predictable Outcomes Webinar Objectives Audience Value Define Success Factors Call To Action Analyze Life Cycle Intelligence
- 5. CommercialOutcomes Value to Your Audience High Value – High Impact
- 6. COPYRIGHT 2013 WEBATTRACT 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
- 7. COPYRIGHT 2013 WEBATTRACT Time to Get Under the Hood…
- 8. COPYRIGHT 2013 WEBATTRACT 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 COPYRIGHT 2013 WEBATTRACT
- 10. COPYRIGHT 2013 WEBATTRACT 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%
- 12. COPYRIGHT 2013 WEBATTRACT 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 COPYRIGHT 2013 WEBATTRACT
- 14. COPYRIGHT 2013 WEBATTRACT 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
- 15. COPYRIGHT 2013 WEBATTRACT How do you Know if you’re on Track? Attendee Benchmarks What it indicates >50% Excellent 40% Target <30% Under Perform
- 16. 3. Online Polls During the Webinar COPYRIGHT 2013 WEBATTRACT
- 17. COPYRIGHT 2013 WEBATTRACT Online Polls What Does It Measure? What Does it Indicate – Impact? Real time feedback Level of engagement Audience perspective Message shaping
- 18. COPYRIGHT 2013 WEBATTRACT How do you Know if you’re on Track? On Line Poll Benchmarks What it indicates >75% Excellent 60 – 70% Target <50% Under Perform
- 19. COPYRIGHT 2013 WEBATTRACT 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%
- 20. 4. Exit Survey After the Webinar – On Exit COPYRIGHT 2013 WEBATTRACT
- 21. COPYRIGHT 2013 WEBATTRACT 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
- 22. COPYRIGHT 2013 WEBATTRACT 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
- 23. COPYRIGHT 2013 WEBATTRACT 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 COPYRIGHT 2013 WEBATTRACT Analysis On a scale of 1 to 5 - How did today’s webinar meet your expectations? Response Rate = 42% with 98% Positive Ratings
- 25. 5. Audience Retention After the Webinar COPYRIGHT 2013 WEBATTRACT
- 26. COPYRIGHT 2013 WEBATTRACT 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
- 27. COPYRIGHT 2013 WEBATTRACT Analysis 173 314 337 331 329 312 271 0 50 100 150 200 250 300 350 400 11:59 AM PST 12:14 PM PST 12:29 PM PST 12:44 PM PST 12:59 PM PST 01:14 PM PST 01:29 PM PST Attendee Counts Throughout Webinar Peak Attendance = 378 GoLive! MidPoint Q&A Adjourn Audience Retention at Q&A = 87% 80%
- 28. COPYRIGHT 2013 WEBATTRACT 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 COPYRIGHT 2013 WEBATTRACT
- 30. COPYRIGHT 2013 WEBATTRACT 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
- 31. COPYRIGHT 2013 WEBATTRACT 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
- 32. COPYRIGHT 2013 WEBATTRACT 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%
- 33. COPYRIGHT 2013 WEBATTRACT 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
- 34. COPYRIGHT 2013 WEBATTRACT 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
- 35. COPYRIGHT 2013 WEBATTRACT 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?
- 36. COPYRIGHT 2013 WEBATTRACT 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?
- 37. COPYRIGHT 2013 WEBATTRACT Segment Leads • Bucket #1 – Sales Ready • Bucket #2 – Non-qualifying • Bucket #3 – Nurturing
- 38. COPYRIGHT 2013 WEBATTRACT 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
Hinweis der Redaktion
- 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…..