Webinars drive conversion and business growth. Apart from being crucial for your marketing strategy, they’re powerful tools that further the achievements of your sales and customer success teams.
However, the webinar ROI metrics you pay attention to can make or break your overall growth results. In most cases, professionals use the registration and attendance rates to evaluate the performance of their webinar marketing strategy.
Although these are useful indicators, they won’t tell you if your webinars drive growth. You may run a webinar for a small number of attendees but achieve strong conversion results. Conversely, you can reach high registration and attendance rates but fail to transform your leads into prospects.
Which ROI metrics are relevant then? It’s all about engagement.
Why Focus on Engagement ROI Metrics
Regular webinars are designed like lectures. They treat attendees as passive consumers of information who may have a few questions at the end of the session. As a result, the webinar usually becomes:
Don’t expect strong business growth from lecture-like webinars that lack attendee involvement.
Conversion-driving webinars, meanwhile, feel like special events. They’re designed to generate high value and build long-term, authentic connections with attendees. These webinars are:
They’re highly efficient at promoting business growth thanks to their special focus on engagement.
Moreover, conversion-driving webinars put the spotlight on the attendees, ensuring their active involvement in the session. Different webinar engagement dynamics create unique experiences for the audience, which strengthens their connection with the brand. Attendee engagement translates into:
- Increased attention. While watching the webinar, your attendees will likely have other browser pages open for work or entertainment. Deploying multiple engagement dynamics encourages your attendees to redirect their attention from other distractions to your webinar.
- Growing interest. Engagement also ensures people’s interest in what will happen next during the webinar. Your engagement strategy has the power to transform attendees from passive consumers into the co-creators of their experience.
Active attendee participation during webinars builds trust and authentic, long-lasting relationships with your audience, resulting in a higher conversion rate.
Conversion and business growth depend on your attendees’ engagement rate rather than registration or attendance rates. In other words, measuring engagement ROI metrics is key to understanding your webinars’ performance and overall impact on business growth.
Engagement ROI Metrics You Need To Measure
Measuring engagement ROI metrics will reveal the exact correlation between your webinars and your conversion rate. The fact that someone registered and connected once the webinar started reveals nothing about their interest in your brand or willingness to buy from you.
However, your attendees’ engagement is telling in terms of their openness to build a relationship with your brand and subsequently purchase your products or services. Also, these webinar ROI metrics can signal what to improve about your webinars to maximize their efficiency.
So, how do you measure your audience’s engagement rate? What engagement metrics should you focus on when analyzing your webinars’ success?
To answer these questions, we’ve put together a list of engagement ROI metrics that are worth your time.
➡️ Viewing Patterns
Viewing patterns refer to how long and at which moments people tuned in to your webinar. Some may connect at the beginning of your session and disconnect later. Others may join and disconnect throughout your webinar.
This data will help you evaluate the quality of your content. For example, people will only engage and view your session entirely (or at least partially) if they find your content valuable enough. If people tune out shortly after the webinar starts, you’ll know you need to work on your content quality and presentation.
Also, you’ll be able to identify the right length for your session. For example, you may discover your sessions are too long, and people tend to disconnect after half an hour. In this case, it would be wise to stream for less than an hour. Or, you may want to reduce its length to fit people’s behavior.
Finally, you’ll know who’s interested in your content. Attending a webinar from start to finish strongly indicates interest in your brand and content. Obviously, this metric doesn’t show someone’s intent to buy your product. However, you can still use it to craft personalized webinar follow-up emails asking those people whether they’re interested in connecting with a company rep for further conversations.
➡️ Live Participation
Live participation uncovers how people interact with your webinar content and other participants in real time. This metric includes the results from:
- Live polls
- Private chats
- Public chats
Measuring live participation will show your attendees’ involvement with the webinar content. A low live participation rate for example derived from the sum of people’s behavior during specific customer engagement activities, shows your webinar is dull.
Usually, these people won’t convert to prospects or paying customers. However, you can reengage them via webinar follow-ups, inviting them to your next improved session.
On the other hand, if your attendees actively participate in different client engagement activities, communicating and mentioning others via chat shows their involvement with the session. It also indicates your attendees’ interest in the webinar’s topic, highlighting its relevance and alignment with people’s needs.
➡️ Q&A Participation
Attending a webinar doesn’t guarantee people pay attention to the whole thing. However, getting involved during the Q&A indicates someone’s interested in learning more.
By evaluating Q&A participation, you’ll know whether the subject you discussed was relevant to your attendees. Also, depending on people’s questions, you’ll know what aspects you need to cover during the following webinar for better understanding.
Moreover, you can further engage with your active participants by following up with an email and a detailed reply to their questions. This will help you build trust and nurture your business relationship with these leads.
➡️ Number of Downloads
This indicator refers to how many people downloaded your handouts, which may include:
- Research papers
- And more
You can also offer your attendees specific gifts such as discount coupons or exclusive product perks.
By measuring this indicator, you’ll be able to identify the most attractive offers. You can overwhelm people with multiple handouts and gifts, but they may have no interest in them. So, you need to determine what’s truly valuable and relevant.
Moreover, this indicator will reveal the names of those who engage the most with your brand. Subsequently, you’ll be able to send them personalized emails and keep nurturing the relationship with them through valuable interactions.
➡️ Call to Action (CTA) Click-Through Rate
Apart from handouts and gifts, your webinar can also serve to nudge people into taking action. You can do that by displaying a CTA during the session. This CTA may include encouragement to:
- Sign up for a free trial
- Purchase a product
The CTA click-through rate takes engagement to a higher level by showing people’s intent. Knowing the CTA click-through rate lets you directly correlate your webinar to the number of conversions that happened during the session. That’s the most telling indicator regarding webinar performance and its impact on your overall growth.
How To Measure Webinar ROI Metrics
You need a webinar platform that includes clear criteria to measure your engagement ROI metrics.
Your webinar platform should be experience-based, enticing your attendees to watch the session and participate in your activities. The solution has to provide a seamless, distraction-free experience for your audience, including elements such as:
- Join in the browser with one click. Frictionless joining without any bulky software downloads. Your audience can attend with one click right in the browser.
- Beautiful and easy to use. A visually pleasing platform design and, more importantly, an intuitive user experience for your attendees.
- Focused on your content and brand. Apply your branding and logo across your event materials and eliminate distractions during the session.
Your webinar platform should be engagement-oriented. Many solutions focus on developing the infrastructure for running webinars. Professionals can use it to launch registration forms and invite their attendees onto a stage.
However, this infrastructure is not always sustainable for engagement. That’s why you need to search for a solution that offers tools for engagement marketing, such as:
- Interactive polls with stats designed to involve attendees by asking them questions and sharing the results at any time
- Private and public chat, ensuring real-time interactions with the audience
- Mentions and gestures, providing the audience more ways to interact through emoji gestures and the ability to @ mention other attendees.
- Q&As, enabling attendees to engage by asking questions
- Handouts and gifts for your audience to download or access during the webinar
- CTAs to convert attendees into free trial users or paying custome
Finally, your webinar platform should provide an entire event analytics suite to help you track and evaluate all elements of your webinar campaign. Choose a solution that’ll clearly show you how people engaged with your content and when they lost focus or started to drop off.
Also, it has to let you view and export the data, as well as provide a detailed breakdown of every poll, handout, and featured action you launched during the event.
Luckily, webinar platforms such as Demio are specially designed for user engagement. Apart from a robust webinar infrastructure, Demio provides a rich attendee interaction and engagement solution with an event analytics suite that supports you and helps improve your marketing webinars.
Demio is the only webinar platform that offers an engagement experience unlike anything you’ve seen before. Its wide range of tools and functions helps your revenue team build strong relationships with your leads, prospects, and customers.
Measuring webinar ROI metrics is a must. However, marketers spend most of their time on registration and attendance rates instead of analyzing what matters. Evaluating and understanding your attendee engagement rates is the only reliable way to establish the correlation between your webinar performance and overall business growth.
People who engage during webinars show a higher interest in your content and product and an openness to establishing a long-lasting relationship with your brand. Tracking the above-mentioned engagement KPIs will help you improve your attendees’ experience and identify opportunities for increasing your growth.