Attendee Time
The average attendee was 52 minutes, a slight decrease from Q1 2021 (53 minutes).
OVERVIEW
There was an increase of 21.7% in number of webinars from Q1 2021 to Q2 2021. Even with that increase, the average length of attendance was 52 minutes. This is a strong signal about the impact that digital experiences are having on audiences.
Despite more experiences, attendee length and conversion rates remain high. Attendees continue to engage with conversion tactics during digital experiences, leading to buying signals. The CTA conversion in Q1 rose 26.7%. This can be explained by more marketers deploying CTAs like book a meeting, demo or join a free trial. Importantly, engagement actions taken during experiences also remained at Q1 levels even with more experiences.
With increased conversion rates to curated content experiences, we also saw average attendee length remain steady at 30 minutes. Conversion rates for personalized experiences remained steady at 64.2%. Audiences also consumed more content through personalized experiences, 20.8% more than in Q1 2021.
AUDIENCE
Digital Experience Conversion
The conversion rate for live and on-demand consumption of webinars was 54.5% in Q2 2021, a dip of 3.4 percentage points from Q1.
Attendance
The average number of webinar attendees in Q2 2021 was 112. This is just a slight decrease from Q1 2021, 114.
ENGAGEMENT
Questions
Not all digital experiences include engagement with Q&A. Of those that did, the average number of questions was 14.7. This is a drop of 4.8 from the previous quarter.
Calls to Action
The CTA conversion in Q2 rose by 26.7% from Q1 2021.
Engagement Actions
Attendees took on average 5 engagement actions per digital experience, on par with Q1 2021. This is up from 3 engagement actions on average in Q2 2020.
CONTENT EXPERIENCES
Conversion
Average conversion from registration to attendance rose dramatically for curated experiences by 17.7 percentage points to 40.5%.
Attendee Length
The average length of attendance for Q2 2021 was 30 minutes.
Content Experience Curation
The experiences marketers are building have continued to rely on webinar content with 63.3% of content being webinars in these experiences.
PERSONALIZATION
Conversion
The conversion rate for registration to attendance of personalized digital experiences was 64.2%. This was a decrease of 1.9 percentage points from Q1 2021.
Content Consumed
Audiences consumed more content through personalized experiences, rising 20.8% from Q1 to Q2 2021.
Calls to Action
Most importantly, audiences were increasingly likely to take a conversion action from a personalized experience. With the total conversion actions taken rising 24.7% from Q1 to Q2 2021.
CONCLUSION
Despite more experiences being created, audiences continue to consume and engage more in the experiences. In Q2, many of the audience metrics rose across digital experiences. This is important as historically Q2 is a busy events season for b2b marketers. As marketers experiment more with on-demand experiences, they must continually innovate on the appropriate content for consumption and CTAs in these experiences. Any marketers seeing results that are below average must consider how to innovate on the content within the digital experiences– from format to timing to presenters.
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