With Covid-19 disrupting offline events around the world, businesses are moving them online. But to make your online event successful, it’s important to promote it well.
You also need to be on top of your KPIs to determine if your event is gaining good traction. If you’re lagging behind, you can also opt for course correction.
That’s why keeping tabs on your key metrics is important.
Not sure which metrics to track?
Here are some of the key metrics that can help you gauge the success of your online event.
1. Registration Count
The easiest way to determine whether your marketing efforts were fruitful or not is to look at your registration count. Take a look at the number of registrations you get on your landing page.
If you get more registrations than you were expecting, it indicates that you’ve managed to create buzz around your online event.
2. Attendee Count
Your registration count doesn’t mean anything if people don’t actually show up for your online event. A huge gap between the number of registrations and attendees can indicate that people who weren’t really interested may have registered.
Your registrant-to-attendee conversion rate is a better yardstick to measure your online event’s success than just the registration count. It can also help you find gaps in your marketing funnel.
3. Average Viewing Time
The average viewing time for your online event shows how interesting your audience found your event to be. The longer the viewing time, the more engaging it was.
To find out the average viewing time for your event, here is a formula you can use:
Average Viewing Time = Total Viewing Time / Number of Event Attendees
4. Engagement Rate
The engagement rate of your online event is also an important metric. It shows the level of interaction from your audience.
To track your engagement rate, track the number of likes, shares, and comments that you receive. In addition to this, you should also track the number of downloads of any resources that you may have shared in the event.
Want to know more about the key metrics that can help you gauge the success of your online events?
Check out this infographic below, published by FLOW:
