Digital Experience Conversion
The conversion rate for live consumption of webinars was 32.88% and 38.01% for on-demand in Q2 2022, relatively even with Q1 2022.
This report will evaluate the performance of digital experiences in the life sciences 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.
Life sciences audiences continue to have a higher conversion rate to post-live viewing of digital experience content. This is an important factor as teams plan experiences to ensure that audiences, regardless of when they join, have an engaging experience. For organizations looking to increase their live conversion rates, there is potential for experimenting with different times or days for the events.
Audience
Attendee Time
Life sciences audiences attended webinars for 48 minutes on average, 3 minutes shy of Q1 2022.
Total Attendees
The average number of webinar attendees was 189 in Q2 2022.
Engagement
Questions
Life sciences audiences asked 22 questions per webinar on average, a modest decline from Q1 2022.
Engagement Actions
Life sciences audiences were as engaged as in digital experiences as Q1 2022, with under a percentage point change quarter over quarter.
Calls to action
Life sciences audiences increased their utilization of CTAs, up 81.99% from the previous quarter.
Content Experiences
Conversion
Content experience conversion increased quarter over quarter 43.48%, up 16.73 percentage points.
Conversion To Attendance
Average content consumed per attendee rose 11.37% quarter over quarter.
Attendee Time
Life sciences audiences stayed on curated content experiences for 26 minutes in Q2 2022, a 2 minute increase from the previous quarter.
Personalized Experiences
Conversion
Personalized content experience conversion was 34.74% in Q2 2022.
Attendee Length
Life sciences audiences stayed on personalized experiences for 30 minutes, a decrease of one minute from the previous quarter.
Calls to Action
Audience engagement with CTAs increased by 9.78% from the previous quarter.
Conclusion
Life sciences audiences engagement in personalized and curated content experiences. This is an emerging tactic in this market, and one that life sciences marketers should begin to evaluate. This is especially important as we know that life sciences audiences show up for post-living viewing of webinars at a higher rate than most industries.