It is an absolute must to use a survey as a fixed component after a webinar. It provides an opportunity for feedback on various aspects and can be used for any type of webinar. The following points are interesting when it comes to the survey:
There are several advantages to the survey. People feel fairly anonymous in the webinar environment and are therefore more likely to comment. In the first place, the survey is of course meant to reveal points of improvement, but it is also a suitable way of collecting ideas from participants, enriching customer profiles for your own CRM database and making objectives measurable.
Ask open and closed questions in the survey, and for closed questions use clear answer categories such as the Likert scale. The Likert scale is a reliable and popular method for measuring behaviour and attitudes and often uses a 5-point scale ranging from one extreme (e.g. completely satisfied) to the other (e.g. completely dissatisfied).
Then link the questions in the survey to the objectives and create a valuable instrument. You can choose questions from 3 different categories:
Category 1: Customer Satisfaction:
- The webinar met my expectations (Likert scale)
- The speaker was able to convey the information well (Likert scale)
- What did you like best about this webinar (open question)?
- What did you dislike about this webinar (open question)?
Webattract, an American company with extensive experience in the use of a survey in the webinar player, always asks the question in the survey to what extent the expectations were met. The effectiveness of the webinar is thus determined according to the criteria of the 5-point Likert scale:
- With <80% neutral (point 3) to very good (point 5), objective not achieved;
- If >80% is neutral (point 3) to very good (point 5), the objective is achieved;
- If >90% neutral (point 3) to very good (point 5), above expectations.
Category 2: Input for next webinar:
- Do you have any tips for a next webinar?
- What subject(s) would you like to see in the next webinar?
- What time would you prefer to attend a webinar?
These types of questions gauge the interest of the target group and can help determine the content of the next webinar.
Category 3: Profile enrichment:
- To what extent do you intend to buy product X? (Likert scale)
- What is the annual turnover of your organisation? (Closed question, e.g.: 0.5 – 1 million; 1 – 5 million; etc.; don’t know)
- What role do you play in the decision-making process? (closed question, e.g.: I take the decision, I advise the person in charge, I play no role in the decision process, etc.)
The questions related to profile enrichment are mainly applicable for marketing purposes and, of course, very dependent on the product or service in question. The above examples therefore serve as inspiration. Usually, one or two profile enrichment questions are asked at the end of the survey. These types of questions can also be included in polls.
Finally, there are a number of guidelines with regard to the wording of the questions and the length of the survey. It is important to use the language of the target group and not make mistakes like asking two questions in one or double negatives. In addition, there is a preferred sequence in the survey from more general questions to more specific questions. The option to leave questions and/or comments should also always be present at the end of the survey. The length of a webinar survey differs from the standard online survey of ±10 minutes. Usually 8 to 10 questions are sufficient and prevent participants from dropping out.
Webattract uses the following benchmarks:
- <25% completed, below average;
- 25-45% is the target;
- >35% filled in, above average.
The above benchmarks show that surveys are not always completed. Completed surveys are valuable and promoting them consciously will increase the response rate. This can be done in 3 different ways.
If the choice is made to integrate a survey in the webinar player, a targeted call2action can be chosen when creating the webinar. Participants click on “fill out the survey now” and the survey opens automatically. This call2action results in about 18% more completed surveys.
Secondly, the speaker plays an important role in achieving a higher response rate. By drawing attention to the survey during the webinar itself, more people will fill in the survey. This announcement is often made at the end of the webinar, but also at the beginning as not all participants will stay until the end. This achieves a response rate of 25 to even 50%. When no attention is drawn to the survey, on average only 2 to 10% complete it.
A final effective way to increase the number of completed surveys is to offer a “gift” to participants who complete the survey, such as a note from the webinar or a white paper. Experts often use this tool and already refer to the survey and the gift in the introduction of the webinar.