Digital Experience Conversion
The conversion rates for live and on-demand consumption of webinars were 36% and 22.8% respectively.
OVERVIEW
This report will evaluate the performance of digital experiences in the manufacturing 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.
Manufacturing audiences outpaced all industry average for live conversion in Q2 2021 by 2 percentage points. While average length of attendance dipped slightly in Q2, manufacturing audiences outpaced all industry average by 20 minutes. However, manufacturing audiences took less part in engagement actions during a webinar and had less conversion on CTAs at the conclusion of them. This should be an area of focus for manufacturing marketers, identifying and aligning the appropriate engagement opportunities based on the content within the experience.
AUDIENCE
Attendance
The average number of webinar attendees in Q2 2021 was 112 overall. The manufacturing industry surpassed that average with 154 per webinar.
Attendee Time
The average length of attendance for manufacturing webinars was 72 minutes. This is 20 minutes more than the all industry average.
ENGAGEMENT
Questions
Manufacturing audiences had a drop from Q1 to Q2 in Q&A engagement, dropping 27% to 19 questions. This still outpaces all industry average however.
Engagement Actions
Manufacturing audiences were less engaged as other audiences during webinars, with an engagement rate during the event that was 3.6% lower than average.
Calls to Action
Manufacturing audiences were less likely to take a CTA following a digital experience with audiences taking 57% less CTAs.
Content Experiences & Personalized Experiences
Conversion
For curated content experiences, manufacturing audiences converted at 43.8%, 3 percentage points higher than all industry average. For personalized experiences, the rate was 63.2%, just shy of a percentage point less than all industry average.
Attendee Time
On curated experiences, manufacturing audiences spent 7% longer in the experiences than all industries.
Calls to Action
For personalized experiences, attendees were significantly less likely to take a CTA than other audiences.
Themes
The key themes coming from manufacturing organizations for digital experiences include:
CONCLUSION
Manufacturers must rethink engagement techniques for audiences. With high conversion rates and relatively high questions asked, there is a significant opportunity to find new and innovative ways to engage these audiences during and following an experience. One method would be to incorporate networking following a session to keep the discussion going. Manufacturing marketers will be able to capture additional first party data by adding additional sensors for these engagement signals from audiences.