November 17, 2017 | By

7 Webinar Benchmarks Every Marketer Should Know

73% of B2B marketers and sales leaders say webinars are the best way to generate high-quality leads — and for good reason. In fact, we know the average webinar attendee session time is 61 minutes. No other content drives that kind of engagement.

But not all webinars are created equal. After analyzing thousands and thousands (and thousands!) of webinars we discovered what the top performing webinars have in common. So if you’ve ever wondered how you should be promoting your webinar, when to schedule it, or what you should call it, we have the answers.  

Check out some of the most interesting stats from our new webinar benchmark report, and see how you can apply them to your next webinar.

If you’re interested in the full report, download it here. 

1. Registration Day

When it comes to driving registrations (and leads!), it’s all about Tuesday. We found 24% of all webinar registrations occur on Tuesdays. Friday, Saturday, and Sunday are the lowest registration days, which makes sense since most people are burned out by Friday or out of the office during the weekend.

Pro TipPromote your webinar on Tuesdays. Get your first email blast out on a Tuesday morning, and keep Tuesdays in mind as you continue your webinar promotions. 

2. Registration Time

People are more likely to register for a webinar early in the day. In fact, 47% of registrations take place between 8-10am.

Pro TipPromote early in the morning. Make sure your email invite is at the top of your recipients’ inboxes right when they get to work. Avoid promoting your webinar in the afternoon as there is a steep drop-off in registrations starting around 2pm.

3. Last-Minute Promotion

Registrants like to procrastinate. Registrations are usually pretty steady 3-4 weeks prior to the webinar, but there’s huge bump in registrations one week before the event. In fact, 27% of registrations occur 2-7 days before the webinar, and 33% of registrations occur the same day as the webinar. Yep, you’ll get a third of your registrations the day of your webinar.

Webinar promotion schedule

Pro Tip: Start your webinar promotion at least four weeks prior to your webinar as 15% of registrations occur four to three weeks before the live event. Then increase promotion the week before your webinar. Make sure to post more on social and get one more email blast out the day of the webinar. For those who didn’t open your initial email or didn’t register, send out a special email just to encourage registration.

4. Live vs. Replay

It’s not all about the live webinar. In fact, 84% of B2B customers opt for replays over live webinars, which means you can get a lot more use out of your webinar.

Pro Tip: Promote your on-demand webinar to those who weren’t able to attend the live event. This allows your customers to view the webinar at their convenience and you can continue to replay your webinar as long as there’s interest.

5. Webinar Length

Contrary to popular belief, shorter webinars aren’t better. This is one of the most surprising insights we discovered. Webinars scheduled for 60 minutes attract 2.1X more registrants than webinars scheduled for 30 minutes. And 90-minute webinars get 4.6X more registrations than 30-minute webinars. Longer webinars are viewed as more valuable, so you’ll get more registrants and they will expect more in-depth information and actionable takeaways.

Pro TipMake your webinar at least 60-minutes long. And those attendees will expect lots of great content, so be sure to cram your presentation with as much useful information as possible. And leave time for a live Q&A. 

6. Webinar Time

The most popular time to host a webinar is Thursday at 11am—25% of total attendees prefer to attend webinars on Thursday. This is also the peak time for webinar attendance.

Pro TipYour first instinct may be to schedule your next webinar on Thursday at 11am, but you need to remember this is also the most competitive time for a webinar. So you may want to experiment with less popular times.

Also, consider different time zones if your webinar will be viewed across the country. We found for that for webinars with attendees on both coasts, the best time for a webinar is 12:00 on PST/3:00pm EST. 

Best time for a webinar

7. Attendee Group Size

The majority of marketing webinars (66%) have fewer than 50 attendees. If your webinar attendance is low, you’re among friends.

Pro TipDon’t focus too heavily on attendance rate. Our research shows that little can be done to influence attendance — people are just busy!

Instead, optimize for registrations by promoting on the right day, using email to get the word out, and giving your webinar an irresistible title. Once someone registers for your webinar, you’ll have plenty of opportunities to engage them — including with your webinar recording.

Want more webinar stats and tips? Good, because we just barely scratched the surface.

Download The 2017 Big Book of Webinar Stats to gain access to more webinar benchmarks, trends, and best practices.

GoToWebinar 2017 Big Book of Webinar Stats

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