The evaluation with the entire team involved in organising and presenting the webinar is an important part of improving future webinars and the process around them. The evaluation can best be divided into 3 parts, whereby the results should be further developed into an improvement plan:
- Company specific and generic objectives
- Feedback from participants via the evaluation form and during the broadcast
- The own lessons learned in the field of organisation and process
The evaluation of objectives forms the basis of the evaluation; it can be used to see whether expectations have been met. They are important for the organising party and form the starting point for determining the Return on Investment (ROI). This is an important indicator of the success of the webinar. In addition, these results indicate points of attention that can be worked on during a subsequent webinar.
When evaluating objectives, a distinction can be made between company-specific and generic objectives. Company-specific objectives concern matters such as improving image and customer satisfaction. Generic objectives are, among other things, about the attendance rate and the amount of interaction and can be answered with statistics. Examples of generic objectives that are important to evaluate:
- The number of registrations;
- Attendance rate;
- The success of the promotional strategy, resulting in registrations and participation;
- The degree of interaction during the webinar;
- The type of participants in the webinar (do they belong to the target group?);
- Exit times of participants, which says a lot about the quality of the webinar content;
Much of this data can be extracted from the reports of Company Webcast.
Meeting the expectations of participants is essential in the webinar and therefore it is important to learn from the feedback they provide. Firstly, during the broadcast, suggestions, problems or comments may come in via, for example, the ‘live chat’ or ‘ask a question’ module. All this data is stored in the Moderator app and can be accessed at any time.
Furthermore, relevant questions can be asked in the survey, which are linked to the objectives of the webinar. The answers obtained are an important starting point for improving future webinars and make the survey a valuable tool. The survey can also be used to ask for topic suggestions or, for example, the preferred day and time for a webinar. These are 3 good example questions, because in addition to the promotion strategy, they influence the attendance rate.
The lessons learned during the webinar form a final part of the reflection. Many questions of a general nature are asked. Below are a number of important example questions that are often used:
- Was there enough preparation time?
- How was the team composed and does it need to be adjusted for next time?
- How was the division of tasks within the team?
- What could be more efficient or better for a next webinar, and how?
- Was the promotion sufficiently effective?
- How did the communication go and how can it be improved?
- What mistakes were made?
- What went well and could be repeated?
- How was the cooperation with the facilitator(s)?
- Was the broadcast location satisfactory or can it be improved?
- Was there sufficient information available to make the webinar a success?
- Were there any audiovisual/technical problems and if so, how can these be avoided in future?
- How did the speakers do?
Finally, check whether the script was sufficient for the webinar. There may be a few points that can be omitted or that need to be added. Make adjustments in the script for use in the next webinar. Download the Webinar script & checklist here.