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June 7, 2021 0 Comments

How do you Measure the Success of a Virtual Event?

Online events secure greater success for businesses worldwide. The event’s feedback determines its overall success. How to measure the success of virtual events? This concern remains in light for businesses to assess how their event scored and succeeded. With the help of analytics, event success is measured, be it a physical or an online event. Marketers use certain metrics to measure the overall success of events, be it a job fair or an open day. It all comes to the event’s KPIs (key performance indicators) that work as an accurate measure of event progress and achievement. 

The Role of KPIs 

There is a list of key performance factors that together define the success of the event. That being said, the marketing strategies prior to event hosting play a great role in securing maximum attendee count and ROIs. However, it is important to identify the KPIs at the initial stage of event organization. This shall provide performance metrics for the clients and online platform to keep a check throughout the event. Moreover, the agreed-on time and money investment also become the indicator for event success.

Online Registrations and Check-in Statistics

The quickest and easiest way to record the hype your event created is through the number of registrations received for the event. It is a visible measure of event success and also important when accessing the number of check-ins. The organizers should measure what lacked in the event landing page that could not attract attendees to make registrations through these statistics. 

These numbers not just help one time but also help set a benchmark for the next event. The number of check-ins and registrations can calculate the potential of your next event. Likewise, the sort of content that worked for you one time will guide you for the next event as your audience’s taste is now known to you. The dos and don’ts from the previous event also help determine the feedback for the next. 

Duration Attendees stayed Online 

The easiest way to measure success is through attendees’ online status and duration. Ideally, the organizers expect attendees to remain online and engage throughout the event, but that is only possible with your event content being exciting and engaging. Top speakers worldwide leave a lasting impression through their speeches and keep the audience stuck to their screens. Take your past events as an example to repeat things that worked best for you.  

On the live insights page, you can check the live information on the attendee’s participation and the number of online attendees. Also, you can check the number of attendees online at a particular interval to make sure to include that in your next event. Suppose you see an attendee drop out during the event or not engaging throughout the event. In that case, it means your content is not engaging or did not meet the attendees’ expectations. 

Turnout Number of Chats during Q&A

Another quick way to analyze the hype your event created is through the turnout at chats. The more the attendees are questioning during the Q&A, the more they are interested in the discussions or speaker sessions. Moreover, you can check the total number of questions asked at the event’s final stage from the insights bar. This data also equips you to remain active in the next sessions with responsiveness to queries. 

Number of Booths and Webinar Visits 

Attendees seem more interested in the event when the quality of the event meets their expectations. The interest shall get them involved with visiting maximum booths and engage with administration or faculty at a virtual open day. Moreover, candidates will attend webinars, be it live or pre-recorded. This will provide insight into the number of interested participants or the strength of content. 

Whether the attendees access your content via downloading, reviewing recordings, revisiting the webinars, or inquiring through chats, these visits at the on-demand content portal also determine the success of virtual events. 

The Hype on Social Media 

Without a doubt, social media is considered the biggest indicator of the success of your event. The more the attendees engage at your social media profiles after the event, the more hype it creates globally. More people get to know about your strong approach with virtual events, leaving your competitors in awe. 

In formal terms, the number of taggings, shares, and posting on your social media profiles indicated how your event went successful in the eyes of attendees. The satisfied audience will respectfully speak well of your event live and in person. Most importantly, the quality of your social media mentions matters in the eyes of your organization and online events platforms. 

Website and App Visits 

The organic traffic visits to your website before or during the event prove the event’s excellent pre-marketing. Word of mouth or your sponsors easily get more people to engage at your website and applications to receive information on the event being organized. The more people land on the website, the more chances it poses for people to register for your upcoming event. Use compelling call to action, PPC, and display ads to ensure the attendees land on the event page to register. 

The post-event traffic at websites from all around the world also marks the success of virtual events. This indicates the interest of people to continue with your services or engage in long-term dealings. Moreover, the number of app downloads post-event provides metrics on the event’s success achieved through an online or virtual event. 

The Event Branding

To put up a clear image of your event for attendees, use business websites, event email marketing, event apps, and online booths or webinars. The process of event branding from the organization to execution indicates the success of your event. Put your event up on the event listing platform and let the global audiences roll in. Highlight the best of your event features to attract potential candidates and earn the easy triumph. 

Conclusion 

There are several ways to measure the success of your virtual event. However, your KPIs set the benchmark for your event success or act as a guide to improve the future analytics of your online event. Take notes of your event feedback and use it wisely for your next event execution. Learning from experience is the best approach to go forward. Virtual Open Days allow organizations to list their upcoming events at their event listing platform for the branding and success of your event globally.

Author | Mubashrah Rahim

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