Hosting an online event isn’t enough. To make it successful, you need to promote it well.
But that’s not all.
It’s also crucial for you to monitor the key performance metrics of the online event to determine where you’re succeeding and where you’re lagging behind.
These insights can help you figure out what you need to improve to make your event successful.
Metrics You Need to Track for Success of Your Online Events
Let’s take a look at these metrics.
1. Find the Click-Through Rate (CTR)
The CTR of registrations will help you identify the quality of your call-to-action (CTA). It’ll also speak to the effectiveness of your copy.
A higher CTR also suggests that you targeted your audience well for the promotion.
2. Number of Registrations
The number of people you get to register for your event helps you determine the quality of your landing page. It also shows you the effectiveness of your marketing campaigns.
This information is also crucial in helping you find the registrant-to-attendee conversion rate.
3. Determine the Registrant-to-Attendee Conversion Rate
This rate can be found by dividing the number of attendees by the number of registrations and multiplying by 100. On average, this rate stands at 55%.
A higher rate suggests that your drip campaigns have worked well. It also helps you find out if the registrants were truly interested in your event.
4. Average Viewing Time
The average viewing time shows you how engaging your online event is. Longer viewing time suggests that the attendees are interested in the event.
The average viewing time of webinars is about 56 minutes. To determine this time, you have to divide the total viewing time of all attendees combined by the number of attendees.
5. Find Your Engagement Rate
Engagement rate is an important metric that shows you how well your audience is interacting with your online event. For this, you can track their interactions with various features such as:
- Q&As
- Resources for Downloading
- Surveys
- Social Media Messaging
- Group Chat
- Polls
To help you measure engagement with ease, FLOW provides a fully-customizable dashboard. You can use it to get in-depth insights into your online event’s engagement.
6. Determine Your Return on Investment (ROI)
Webinars are great tools for lead generation. In fact, 38% of marketers feel that the quality of leads generated through them is better than average.
Determining your ROI can help you gauge the success of your online event. You can use your ROI to figure out if your event was profitable or not.
To find the ROI, you can calculate the cost of the event and divide the revenue by this cost and multiply it by 100.
The key to successful online events is to be on top of these metrics. To make this process simple, you can use FLOW. We provide end-to-end webinar management solutions to help you.
To know more about the metrics you need to monitor, check out the infographic below.
