How to Examine Webinar Analytics
Review your webinar reporting analytics like you would look at the baseball box scores the day after the game. Because every part of the webinar process is recorded in some way, these statistics are not hard to find out. Figuring out what to do with them is another story, but that depends on your goal.
For now, start with the following:
Registration: Review the number of people that registered for your current webinar. This will let you know if there’s an increase in interest, a decline, or if you’re holding steady. With each of these scenarios, you’ll know what to do. Here’s a hint: If interest is decreasing, work on finding a way to increase it.
Attendance: One indicator of the success of your webinar is an increase in attendance. The more people who are tuning in for your presentation, the more effective your communication and word of mouth obviously are. Don’t confuse attendance numbers with registration numbers. Registration is always much higher.
On-demand: When your webinar is done and you've sent the thank-you note and follow-up e-mails with an on-demand link to the webcast, you should also keep an eye on the number of people who watch it on demand. It’s something you definitely want to review. It can indicate whether word of mouth is working for you, or whether your participants are repeat-viewing.
Although registration and attendance tell you something about the people interested in your topic, the real meat on the bone comes from those who actually attended. The behavior of these folks during the presentation can provide a detailed snapshot of who they are and whether they’re prospective customers.
Consider the following:
Length of stay: Of course, you want your attendee to stay on until the end of the webcast, but you can't always get what you want. Understanding how long most attendees stay teaches you something about your presentation.
Time they logged out: Some folks are just going to drop off for no apparent reason. That’s just the way it is. But when you see a spike at a particular time, or during a particular section of the presentation, it speaks volumes.
You need to investigate whether the drop-off had to do with the speaker, the topic, or time they left. If you see a definite pattern, you should make adjustments for the next presentation.
Console activity: Knowing when the participant decided to call it quits or whether they stayed on for the entire session is important. But equally revealing is how active they were during the time they were logged into the presentation.
Analytics gives you a look at their activity (participation in polls, the Q&A, and social media). All of this information provides a better picture for your next webinar, as well as giving you the chance to reach out to particular users.