Digital Experience Conversion
Financial services audiences converted at a lower rates for live and on-demand in Q1 2022 at 26.27% and 15.49% respectively.
This report will evaluate the performance of digital experiences in the financial services industry. It looks at how companies are deploying digital experiences and how audiences are consuming and interacting with this content. It also evaluates this data against all industry data, providing takeaways for areas of improvement.
The financial services industry experienced normalization of conversion rates in Q1 2022. However, engagement metrics increased during this time period, an important point that shows that audiences are still engaged in digital experiences. It is important for financial services marketers to rethink promotional strategies for webinars, including strategies to reach new audiences. Additionally, curated experiences continued to drive engagement with financial services audiences.
Audience
Attendee Time
The average length of attendance for a financial services webinar was 44.61 minutes, a minute increase from Q4 2021.
Attendance
The average number of webinar attendees in financial
services rose in Q1 2022 to 273.59, a 32.32% increase from the previous quarter.
Engagement
Questions
Financial services webinars had 20.65 questions per webinar, a 17.98% increase from the previous quarter.
Calls to action
The use of free trial as a CTA in webinars increased in Q1 2022 and audiences responded exponentially with 402.27% more.
Engagement Actions
Financial services audiences engagement during the experience remained steady from the previous quarter.
Content Experiences & Personalized Experiences
Personalized Experience Length of Attendance
Financial services audiences spent 31.91 minutes on average in personalized experiences, less than a minute change from Q4 2021.
Content Experience Conversion
Financial services audiences had a conversion rate of 43.90%, an increase of 16.49 percentage points from the previous quarter.
Content Experience Length of Attendance
Financial services audiences that joined content experiences stayed for 23.92 minutes on average, up 2.23 minutes from the previous quarter.
Themes
The key themes coming from financial services organizations for digital experiences include:
Conclusion
Financial services marketers saw increased engagement during and after experiences in Q1 2022. With the dips in conversion rates, it is important for financial services marketers to rethink promotional strategies for webinars — including how to remind those who registered to attend the event. An additional component can be how to repurpose the webinar content to drive additional engagement through curated content and personalized experiences, both of which perform well in this market.