Webinar experience development
Project brief
Due the the pandemic, our customer needed to shift quickly and offer events remotely. We were asked to set-up the platform and develop the visuals for all communications. We quickly noticed the experience was quite fragmented from the attendee’s point of view.
Each stakeholder was focusing on what they thought was relevant for the attendee at each touchpoint, without viewing the experience holistically. They wanted to make sure they were reaching the right audience, sharing relevant content at each stage to potential customer
Project outcome
An approach to their planning process that could help visualize the full experience, helping achieve their goals while offering a comprehensive and valuable experience to the attendees.
My roles:
• Leading the process
• Leading the process
• Planning and facilitating the workshop
The process
We held a workshop with the marketing team to help them think about and decide:
- Who are they currently talking to and who do they want to talk to?
- How are they reaching them and are these channels effective?
- What are the challenges this far?
- Ideas for improvement
Referring back at the data collected from the four first webinars from the webinar platform statistics, feedback surveys and discussing with attendees who decided to contact after the webinar, we were able to conclude the following:
- There is a 50% registration to attendee ratio in each webinar, which is quite good
- About half of the attendees were watching on demand
- Attendees had very specific questions and wanted to have them answered by an expert
- Participants thought the duration of the webinar was too short
- Most people considered likely to join a future webinar
- Most visitors are competitors and potential partners but largely were students, reporters
We mapped the webinar journey map identifying every touchpoint to make sure everyone in the team had an overview of what the attendee experiences at each point, and decide how to distribute the content and call-to-action accordingly, offering something relevant at each point.
Ideas for development
From the research, we were able to identify opportunities for improvement, making sure the whole team had a general understanding of the focus for future actions:
From the research, we were able to identify opportunities for improvement, making sure the whole team had a general understanding of the focus for future actions:
We concluded the following:
- There needs to be direct contacts on each of the landing pages
- There needs to be direct contacts on each of the landing pages
- People have very specific questions. After the webinar, there should be the possibility of Q&A through other channels.
- There should be a follow-up with interested contacts
- Future events could include deep dive with experts, with smaller groups that would allow more time for Q&A
- Technical information should be available on the on-demand page, allowing to collect the contact details of future potential customers that are not reached through the webinar.
We defined the different type of content to offer at each point in the journey, making sure it adds value to the experience, and keeps the attendee interested to return to future events.
