What are the key metrics to measure the effectiveness of your sales demos and webinars?

1 Attendance rate

The attendance rate is the percentage of registered attendees who actually show up to your live or on-demand sales demo or webinar. A high attendance rate indicates that your marketing efforts and email reminders are working well, and that your topic and value proposition are relevant and appealing to your target audience. A low attendance rate may signal that you need to improve your registration page, subject line, timing, or follow-up strategy. To increase your attendance rate, you can use incentives, testimonials, social proof, and urgency.

2 Engagement rate

The engagement rate is the percentage of attendees who interact with your sales demo or webinar content, such as polls, surveys, chats, Q&A, downloads, or clicks. A high engagement rate shows that your sales demo or webinar is captivating, informative, and interactive, and that your attendees are interested and invested in your offer. A low engagement rate may indicate that your sales demo or webinar is boring, confusing, or too long, and that your attendees are distracted or disengaged. To boost your engagement rate, you can use storytelling, visuals, humor, quizzes, gamification, and calls to action.

3 Conversion rate

The conversion rate is the percentage of attendees who take the desired action after your sales demo or webinar, such as signing up for a free trial, booking a discovery call, or making a purchase. A high conversion rate means that your sales demo or webinar is persuasive, clear, and compelling, and that your offer matches the needs and pain points of your prospects. A low conversion rate may suggest that your sales demo or webinar is not aligned with your sales funnel, that your offer is not attractive or differentiated enough, or that your follow-up is weak or inconsistent. To improve your conversion rate, you can use testimonials, case studies, guarantees, bonuses, and scarcity.

4 Retention rate

The retention rate is the percentage of attendees who stay until the end of your sales demo or webinar, or watch the entire replay. A high retention rate implies that your sales demo or webinar is engaging, valuable, and well-structured, and that your attendees are satisfied and curious about your offer. A low retention rate may imply that your sales demo or webinar is too long, too technical, or too salesy, and that your attendees are bored, overwhelmed, or skeptical about your offer. To enhance your retention rate, you can use hooks, cliffhangers, incentives, and summaries.

5 Feedback score

The feedback score is the average rating or score that your attendees give to your sales demo or webinar, based on a survey or a feedback form. A high feedback score reflects that your sales demo or webinar is useful, enjoyable, and trustworthy, and that your attendees are happy and loyal to your brand. A low feedback score reflects that your sales demo or webinar is disappointing, frustrating, or misleading, and that your attendees are unhappy and dissatisfied with your brand. To increase your feedback score, you can ask for honest feedback, address complaints, thank positive reviews, and implement suggestions.

6 Referral rate

The referral rate is the percentage of attendees who recommend your sales demo or webinar to others, such as colleagues, friends, or family. A high referral rate demonstrates that your sales demo or webinar is remarkable, memorable, and shareable, and that your attendees are advocates and promoters of your brand. A low referral rate demonstrates that your sales demo or webinar is ordinary, forgettable, or unshareable, and that your attendees are indifferent or detractors of your brand. To boost your referral rate, you can use incentives, referrals programs, social media, and word-of-mouth.