Evaluating Your Webinar Analytics

Webinar Analytics Hold The Key To Making An In-Demand Webinar 

Webinars are an efficient and effective sales and marketing tool. Not only do they generate interest in your company, but they can be recorded, made available on-demand, and continue to provide crucial benefits long after the end time. 

Whether your brand hosts live product demos, training sessions, or lead nurturing webinars, the post webinar haze can leave you wondering whether or not your efforts were successful. 

Fortunately, with a strong data analytics strategy, your marketing team can evaluate webinar analytics to determine how successful your webinar series was, your audience’s engagement level, and whether or not your marketing efforts paid off. 

Take a look at what webinar analytics are and how you can evaluate them so your next webinar will hit a home run. 

What Are Webinar Analytics? 

Webinar analytics are pieces of data that give you a tableau of insight into high-level data in your webinar’s history through user-friendly statistics and easy-to-read charts. They essentially aid in the visualization of your webinar’s performance. 

This allows you to build a strong analytics strategy with actionable insights on how you can improve your brand’s decision making post webinar. 

There are many different categories of data analytics you can evaluate after your webinar. 

These metrics create an ecosystem of business intelligence that you can use to evaluate your webinar’s life cycle. They are easily placed in a CSV file that can be sorted and analyzed by your marketing team. 

Post webinar, this data allows you to see the big picture of your virtual event’s impact. You can easily see how engaging your webinar was and how it compared to your previous events. 

Let’s look at how you can use these analytics to evaluate your webinar. 

How To Evaluate Webinar Analytics 

If your company wants to get the most out of its webinars, robust analytics is a must. To convert registrants into sales-ready leads, it is necessary to take a good look at all that your analytics offer and consider methods for improvement. 

Here’s a checklist to help you better understand how you should be evaluating your webinar analytics and how you could enhance them: 

Identify and Acquire Leads 

To acquire sales-ready leads, you must first learn to correctly identify and assess user interest and the best sales prospects. 

So, how can this be accomplished? Generating reports allows you to notice trends, prospect ideas, and identify sales-ready leads. These reports are commonly generated from the data derived via event tracking. This refers to the measure of how users interact with the content on your website. 

When you implement event analytics, you’re able to gain a clear view of your prospective leads and where they stand. 

For example, your viewer could be two-thirds to 90 percent of the way through their decision process (Forrester) before even viewing your webinar, so you must be able to gauge this type of information to service your audience effectively. 

Prove and Improve ROI 

Once you’ve found a successful method for proving your ROI, you’ll better understand how to increase revenue. 

Real-time graphical dashboards and drill-down tools have proven effective in assessing ROI regarding its current status and the areas that your team could improve upon. 

It’s beneficial to have access to summary dashboards and specific reports updated in real-time and detail specific pieces of data. 

• Self-Service Widget Activity

• Registration Conversion

• Content And Social Media Pages Viewed

• Survey Responses

• Questions Submitted

This information ultimately determines exactly how you can improve your ROI. 

Leverage Webinar Metrics 

If you’re collecting metrics in any campaign that you define, such as user profile, lead sources, viewer activity, and engagement scores, your lead-scoring and nurturing process can be leveraged to improve the functionality of your next webinar. 

According to Forrester, companies that excel in lead nurturing generate 50% more sales-ready leads at a 33% lower cost. 

These campaign analytics can take you to the next level. You can then incorporate that type of material into your content when you can see what viewers are responding well to. You can also use it to guide your follow-up efforts for maximum impact. 

This is crucial mainly because, according to a study conducted by The Content Marketing Institute, generating content and audience development are the biggest challenges. 

Compare Webinars to Peers’ to Maximize Performance 

You must evaluate your performances to averages across a selected target segment, such as technology, legal services, or accounting. Consider evaluating case studies that combine the business intelligence of several of your competitors. 

Also, you should be comparing your performance to the “best-in-class” events of your peers so that you can identify achievable goals. This will allow you to improve viewer engagement and enhance your ROI and performance.

This kind of benchmarking is helpful because it allows you to remain informed about what your competitors are doing and what you could do better. Continuous analysis and improvement in your data management systems are fundamental tactics for leading companies that deliver exceptional events to their esteemed viewers. 

Use Webinar Analytics To Plan Your Next Webinar 

Your webinars are an essential part of your company’s marketing plan. Your brand’s data management plan can make or break the success of your virtual event efforts. 

Whether you are hosting a paid or free webinar, you need a webinar hosting platform that can do it all. 

BeaconLive will ensure you have a professionally executed event with seamless content delivery. Our fully managed webinars offer trained professionals who lend a hand before, during, and after your webinar. 

Contact us today to get started on planning your next webinar series.