Reaching the largest possible share of the target group is an objective of every webinar. Registration takes place when there is a need to attend the webinar, but this does not mean that this will actually happen. It is important to effectively convert registration into participation. What attendance rate can be expected when this is done well, as well as some tips on how to do this, can be read below:
- Benchmarks from registration to participation
- Tips for increasing conversion of registrants to participants
Webinars are low-threshold and unfortunately, it is not uncommon for a significant proportion of your registrants not to show up. However, the attendance rate is very dependent on the type of webinar. Webinars that require payment can count on almost 100% attendance. If you are organising a marketing webinar, you can be satisfied with around 40%.
The most important factor in converting registered people to attendees is the e-mail reminder. Especially when people register several weeks in advance, the chance that they forget the webinar is greater. It is important that the reminder is well designed in terms of content and is sent at the right frequency. Sending out an (Outlook) agenda invitation so that the date and time are reserved in the agenda also increases the number of participants considerably.
Nevertheless, there are always registered persons who will not attend live. This can be due to a variety of reasons, such as lack of time, something that has suddenly come up, or the webinar is, on closer inspection, not urgent enough to attend live. For this group of people, the on-demand broadcast is a godsend.
The day and time also play an important role in conversion. There is no golden rule for determining the moment, it is important to think logically and experiment. A webinar that takes place at the beginning or end of the working day is more likely to be skipped because of a last-minute task than in the middle of the day.