So, you’ve taken the time to create a live webcast. Is there a concrete way to gauge its success? Which data can reveal the ROI of your effort? We thought about this a lot while developing our webcast analytics dashboard. Here are five metrics we recommend using as Key Performance Indicators (KPIs).
Metrics to Check Immediately After a Live Event
How effectively did you promote your live event? Did people remember to show up, and if so, did you hold their attention? Find out right away with these two metrics:
1. Live Event Conversion Rate
Of all the people who registered to attend your webcast, how many attended?
A low live event conversion rate may indicate that your promotional campaign didn’t reach the right people. It may also signal that your live event wasn’t streamed at a convenient time for your viewers. You can compare this number to your total conversion rate (which includes on-demand views) to find out.
2. Viewer Retention
Did people start watching at the beginning and stay until the end, or did they leave somewhere in the middle?
This metric is a powerful tool for keeping your content relevant. For example, If you see a steep drop-off at the 22-minute mark, something in that section of your presentation may have been unclear or boring. Reviewing that part of the recording can help you make your next webcast more engaging.
Metrics to Track When Your Webcast Becomes Viewable On Demand
Some people prefer to watch a recording rather than a live-streamed event. Once you make your webcast available for on-demand viewing, you can learn how well you’re serving those people using three key metrics:
3. Viewers’ Device Type
Did people watch your webcast on a desktop or mobile? If you notice a lot of mobile viewers, make sure your on-screen content is comfortable to view on a small screen.
Mobile viewers also tend to listen more closely than they watch: they’re more likely to be driving, exercising, or cooking. So, if your visuals are important to you, consider streaming at a time of day when your viewers are near a computer.
4. Total Conversion Rate
In contrast to your live event conversion rate, your total conversion rate is the percentage of registrants who logged into your event either during or after the fact.
This number will change over time as new users register and view the archived event. If it grows substantially within the first week, it may mean your event wasn’t streamed at a convenient time for viewers. In the longer term, if your webcast continues to convert for months after it was streamed, that might indicate the enduring value and long shelf life.
5. Sessions Per On-Demand Viewer
Do individual viewers watch your webcast multiple times? This could be a great sign that your webcast is a useful resource that compels people to revisit. Consider repurposing the transcript, to distribute this content to a wider audience!
The Numbers Tell the Story
We believe that when you give people the tools to analyze and improve their performance, the whole company benefits. That’s why we created a robust and user-friendly webcast analytics dashboard as part of GlobalMeet Webcast. Learn more here!