6 key metrics that impact webinar peformance.6.24.13
DESCRIPTION
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"TRANSCRIPT
6 Key Metrics That Impact Webinar Performance:Before, During and After
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Mike AgronCo-Founder
Webinar Demand Gen ExpertWebAttract, LLC
[email protected] @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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Metrics Tell a Story
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Ensuring Predictable Outcomes
Webinar Objectives
Audience Value
Define Success FactorsCall To Action
Analyze Life Cycle
Intelligence
Com
mer
cial
Out
com
es
Value to Your Audience
High Value – High Impact
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Gather Life Cycle Intelligence
BEFORE EVENT
Gather profile data
DURING WEBINAR
Online polls Live Questions
AFTER EVENT
SurveysOn-Demand Views
Social MediaLead Nurturing
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Time to Get Under the Hood…
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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
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 RegisterClick to Registration Page
Registration - AttendanceRegistration landing pageMessage and value prop
Outcome Low¼ of 1%
High½ 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 ContactsShould 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 audience1. 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 Not5. Does each touch or Drip have a fresh subject swap?
2. Attendee Ratio (AR)
During the Webinar
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Attendee Ratio (AR)
What Does It Measure? What Does It Indicate?
Percent of PeopleAttended
Registered
Interest in your topicDemographic 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
3. Online Polls
During the Webinar
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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%
10%
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%
4. Exit Survey
After the Webinar – On Exit
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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 leadershipIdeas for future topics
Lessons learned for next webinar
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How do you Know if you’re on Track?
Exit SurveyBenchmarks
Ranking Scale of 1-5What 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 SurveyBenchmarks
ResponseWhat it indicates
>35% - 45% Excellent
25%-35% Target
<25% Under Perform
7%
46%38%
7% 3%
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
5. Audience Retention
After the Webinar
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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 leadershipPost webinar follow up opportunities
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Analysis
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
050
100150200250300350400
173
314337 331 329 312
271
Attendee Counts Throughout WebinarPeak Attendance = 378
Go
Live
!
Mid
Poi
nt
Q &
A
Adjo
urn
Audience Retention at Q&A = 87%
80%
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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
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 leadsAttended but watched againRegistered 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
SurveysOn-Demand Views
Social MediaLead 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 Inte-grator
GNSS Equipment Manufacturer
Product/Appli-cation 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 1-55 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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Segment Leads
• Bucket #1 – Sales Ready• Bucket #2 – Non-qualifying• Bucket #3 – Nurturing
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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
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To Continue the Conversation
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On LinkedIn (WebAttract Thought Leadership Webinars and Webcasts)
www.webattract.com [email protected] +916.804.4703
@WebinarReady
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