Whether you’re using Webinars to sell your services or as stand-alone editorial content, you’ll be interested in the new metrics on Webinar engagement and marketing, compiled by Webinar platform provider On24.On24 examined the data from the 2300+ Webinars conducted by its customers in 2012 and found a number of interesting metrics:
- Email to your own in-house list remains the most effective way to get people to register to attend Webinars.
- Two emails — one promoting the topic and another promoting the speaker — is often the most effective marketing email strategy.
- Same-day emails have a high conversion rate (21%, on average). And same-day reminders boost attendance.
- Banner ads were not seen to be effective. However, we doubt that On24’s clients were using banner ads with behavioral targeting, which is a highly effective way to increase Webinar attendance.
- Most Webinar registrants sign-up on Tuesday. The least sign-up on Friday.
- On average, more than 60% of registrants attend a Webinar with training or corporate communications material. Only 42% of registered users, on average, will attend a marketing-only Webinar.
- 53% of On24 Webinars had more than 200 attendees.
- On average, 25% of registered attendees will view an on-demand recording of the Webinar.
To that last point, we believe that on-demand recordings are a highly cost-effective way to get more play out of your Webinars. But while the average viewing time for On24 Webinars was around 53 minutes, audiences tend to prefer shorter on-demand videos (also, keep in mind that On24’s platform is more interactive and seamless than most Webinar platforms, and therefore higher engagement is easier, which then fosters longer viewing times). That doesn’t mean you have to cut your content — just design it to be broken up into smaller bit, like we did with our four-part On-Demand Video of our Mobile Email Webinar back in November.
