Post-show actions: How to Measure Success of your Virtual Event
Congratulations – you have staged your event! But how do you know if it was successful? The third and final part of this virtual event playbook covers the different metrics you should be measuring, plus tips on how to keep your audience engaged and ready for your next virtual event.
Part III: After the Online Event
There are several key performance indicators (KPIs) to measure the success of your virtual event. Whatever KPIs you choose to track, make sure they relate back to the key objectives and deliverables you’ve set out when first planning your event. These KPIs should ideally give you actionable insights to help you improve your next events and guide you on the next steps for your business.
It also goes without saying that it’s crucial to partner with a virtual event platform that can support you in tracking the KPIs that are important to you. Global Expo-Net can help – learn more about our products and services here.
Below are some of the most common KPIs to evaluate success:
Event registration vs show-up (check-ins)
Event registration provides an early indication on the interest to your virtual conference, live webinar or online trade show. It also gives you insight into the success of your marketing – and whether you need to do more (or less) promotions for your virtual event. It also gives you an estimation of how much actual attendance you will have on the day/s of the event (computing against your historical show-up rates).
For actual show-ups or check-ins, you may also want to delve deeper into their commitment to the event, i.e., their participation time (if they stayed throughout the online event, or dropped off at some point). Post-show, you can also analyze if they are return visitors or participants from your previous events – and reward them accordingly for their loyalty.
Engagement during event
A highly engaged audience gives you an instant, on-the-spot indication that you are connecting with your attendees and that your event is doing well. In face-to-face events, you can easily see and feel this through the audience’s reactions and expressions like nodding or shaking heads, smiles or laughter and raised hands for questions.
For virtual events, you can measure engagement by checking comments and reactions in the chat room, questions asked during the Q&A sessions, and participation in live polls, trivia, games and even breakup rooms.
Event Survey & Feedback
A must-do for serious event organizers is conducting surveys and taking feedback immediately after the event has ended. This allows you to gather even more in-depth information about how the participants feel about your recently concluded event – beyond those that were shared during the event. Perhaps an attendee has a very important point to raise but was too shy to raise it, or time just ran out. A post-event survey ensures you do not miss out on these insights.
Make sure to get feedback not just from attendees, but also from speakers, suppliers (for online trade shows) and the organizing team – including your virtual event platform partner – to get a 360-degree review of your event.
|Extra tip: Take the time and effort to also check on those who didn’t make it, or those who dropped off in the middle of the event. Ask them why they couldn’t attend or stay until the end. Was the schedule too early, or too late? Were the presentations too boring? Oftentimes the best learnings come from those who weren’t fully satisfied with what we had to offer.|
It is also important to ask your audience if they are willing to recommend you and your events to their colleagues and peers. A high net promoter score (NPS) is like gold currency to all event organizers.
Website visits & app downloads
One of the most common goals of staging a virtual event is to promote the company’s website or app where the audience can learn more about their products and services. It is thus important to measure your website traffic or app downloads and usage post-event.
To avoid traffic data confusion, you can create a dedicated URL for event participants to use. If you have time, you can also create an event-specific landing page to acknowledge and welcome event participants to your website or app and guide them along as they transition from event attendee to website or app user. You can offer exclusive discounts or free items from this event-specific page to encourage use.
While you’re at it, keep an eye out as well for any increase in online search for your company brand or keywords. Some attendees might have missed or forgotten your dedicated URL but were interested enough to search you out.
Another way to evaluate your event’s success is to measure your social media activity. Did you gain more followers? Were people using and sharing your event hashtag? Are they talking about your speakers, or the topics being discussed in your virtual webinar?
|Watch out: Reactions on your social media can be both positive and negative. It is recommended to have somebody go through the comments received in a timely manner and provide polite and helpful responses, as needed.|
You can also encourage these social media activities by live-posting snapshots, quotes or mini-takeaways and highlights from the online event as they are happening. Doing so gives your audience something to like, comment or share. For free events, many companies also choose to broadcast their online event live on their social media to maximize reach.
Conversion / Revenue generation
Ultimately, (most) organizers run a business and it is important for the event to generate sales and/or leads to add to the sales pipeline to justify the cost and effort. Revenue can come through tickets sold, event sponsorships, product purchases or service subscriptions.
In summary, different events will have different objectives and thus require different KPIs to measure success. Do you need an ROI calculator? KPI dashboards? Talk to your virtual event platform partner!
Global Expo-Net will soon be launching ExpoGENIE – a comprehensive event data analytics console developed by a team of AI and data experts to help event organizers like you obtain sophisticated data-driven insights and generate accessible dashboards. To find out more about this unique to the market product, and other virtual event news and tips, join the GenCommunity now!
Constant communication with your audience is key to keeping them engaged and ready to join you once more in your next virtual or face-to-face events. Below are some suggested things you can do to stay in touch with your audience after your event has finished.
Send a “Thank you” email
Apart from being a hallmark of good manners, sending a “Thank you” email to your attendees shows your appreciation to their precious time and attention spent with you. This email is also a good opportunity to send out your post-show survey and feedback form.
You may also want to send a “We missed you” email to those who registered but were not able to attend your virtual event. Use this occasion to let them know that you will have more events to come and that you hope to see them in one of these events soon.
Summarize the learnings
Summarizing and (re)sharing the key learnings in the presentations is a good way to wrap up your virtual event. You can keep it high-level for your new audience or basic users. Full presentations can be reserved for those who converted to a membership or paid subscriptions.
Keep the buzz on social media
You can continue to generate buzz and excitement about your online event (and by extension, your company and your brand) by posting videos taken during the event, important takeaways, attendee and speaker testimonials and other similar content on your website and social media. Doing so extends the conversation about your virtual event, perhaps even long enough until you are ready with your next event.
It’s not about how many metrics you are tracking that define the success of your virtual event – but what you learned and how you intend to apply these learnings to your future events. You can extend the value of your event to your brand and to your audience by re-purposing and re-sharing the event content through email, website and social media.
This concludes our three-part Virtual Event Playbook: What You Need to Consider When Planning your Event. Check out more GEN Blogs available at https://globalexpo-net.com/blog/ for anything and everything related to virtual events.