When it comes to webinars, there are a lot of different ways to measure success.
You can crush it in one regard, but come up short in another.
- You can get a TON of registrants – YESSSS!
- But a low percentage of them attend – D’oh!
- Except that a high percentage of those who attend, stayed on till the end – Niiiice.
- But, not a lot of them became a client – Ouch.
- Still… a lot of people watched the recording – Sweet.
- And enough sales resulted to give you a solid ROI – Phew.
See what I mean?
Being able to gauge the effectiveness of various components of your webinars is key to learning from, and building on your mistakes.
It all comes down to tracking the right webinar analytics. This will give you the most accurate picture of what worked and what didn’t… and what to do about it.
So, what analytics should you track for your next webinar? Let’s dive in…
1. Webinar Registration Numbers
What are “good” registration numbers?
It’s a relative statistic.
One company (or individual) might hope for hundreds or even thousands of registrants, while another would be rightfully pleased with just a dozen or two.
It all depends on your niche, the size of your list, how much experience you have, and on and on.
That said, the total number of registrants is important.
And naturally, it’s a reflection of the kind of promotion you’re doing.
To get your numbers up you have to consider the strength of your email promotion (to your list, for example). how strong of a webinar topic you selected. How well you’ve promoted the event on social media, etc.
2. Attendance to Registration Ratio
Out of all your webinar registrants, how many actually attended?
This ratio will give you insight into the effectiveness of your registration page and your emails leading up to the webinar.
If the ratio is low, it can be a sign that your registration page wasn’t specific enough, or that your lead-up emails weren’t clear as to the benefits of attending.
3. Attendees at Start vs. Attendees at Finish Ratio
Out of all the attendees that started the webinar, how many stayed through until the end?
It’s difficult to keep every attendant on throughout the entire webinar (some are bound to fall off), but you want to keep as many as possible. This gives you a chance to convert and connect with the most people.
4. Earnings Per Attendee
How much did you earn per attendee? This will give you insight to the effectiveness of your sales pitch. If you’re not closing enough attendees consider improving your offer, or using scarcity and urgency to improve your webinar performance.
It might also help you predict how much you can earn on your next webinar, so you can gauge potential returns on your investment of time and money.
5. Earnings Per Registrant
How much did you earn per registrant?
This is an important metric as it gives you some insight into how much you can invest to acquire a registrant.
For example, if your earnings per registrant are $10, you can run campaigns on Facebook that seek to stay below that target cost.
This statistic also gives you an idea of how effectively you’re marketing to those who registered but did not attend. After your webinar is over you have a great opportunity (through a webinar recording, or related offer) to generate business from non-attendees.
There’s great value in this list, even for those who were no-shows.
6. Meeting Temperature
The Meeting Temperature analytics feature is unique to the Meeting Burner webinar platform.
It allows your participants to rate your webinar and provide you with instant feedback, without interrupting the webinar flow.
The Meeting Thermometer will tell you which parts of your webinar were “cold” (need improvement) and which were “hot” (your attendees enjoyed it).
You can actually watch back the parts of the webinar associated with the most positive and negative feedback – and use that information to improve your strategy going forward.
Don’t rely on the eye test to judge whether or not your webinar was successful. Instead, track these webinar analytics and statistics to get a more nuanced and accurate answer. An answer that will shed light on the various components that define true webinar success, and more importantly, help you improve your process and performance next time around.
What other webinar analytics do you track? Let us know in the comments below!