Last Updated: December 2023
Webinars are one of the most popular forms of marketing for both B2B and B2C companies. In this article, we break down conversion rate expectations for properly executed webinars in a variety of industries.
- Channel-to-Registered measures the conversion rates of registration pages from various traffic sources
- Registrant-to-Attendee measures the percentage of registrants who attend the webinar
- Attendee-to-Customer is the percentage of attendees who complete the sales process and become a customer
Channel-to-Registered By Industry
The following table shows our expected conversion rates for traffic from email, LinkedIn, Meta Ads, Google Ads, and SEO.
Industries Email-to-Registered Linkedin-to-Registered Meta Ad-to-Registered Google Ads-to-Registered SEO-to-Registered
Accounting Firms (B2B) 2.64% 5.53% 4.13% 3.18% 2.40%
Biotech 5.00% 7.10% 5.70% 4.75% 4.60%
Contractors (B2B) 3.29% 5.96% 4.56% 3.61% 3.00%
Financial Services (B2B) 2.21% 5.24% 3.84% 2.89% 2.00%
Healthcare (B2B) 2.86% 5.67% 4.27% 3.32% 2.60%
Industrial IOT 2.00% 5.10% 3.70% 2.75% 1.80%
Law Firms & Legal Services (B2B) 2.64% 5.53% 4.13% 3.18% 2.40%
Marketing Agencies 2.21% 5.24% 3.84% 2.89% 2.00%
Medical Device 2.86% 5.67% 4.27% 3.32% 2.60%
Oil & Gas 4.14% 6.53% 5.13% 4.18% 3.80%
SaaS (B2B) 2.21% 5.24% 3.84% 2.89% 2.00%
Show Up Rate by Industry
The table below displays the average show-up rate, or registered-to-attendee rate, broken down by industry.
Industries Registered-to-Attendee
Accounting Firms (B2B) 42.14%
Biotech 50.00%
Contractors (B2B) 44.29%
Financial Services (B2B) 40.71%
Healthcare (B2B) 42.86%
Industrial IOT 40.00%
Law Firms & Legal Services (B2B) 42.14%
Marketing Agencies 40.71%
Medical Device 42.86%
Oil & Gas 47.14%
SaaS (B2B) 40.71%
Webinar Conversion Rate By Industry
Below, you’ll see the average attendee-to-sale conversion rate by industry. This metric assumes a proper post-webinar follow-up procedures and sales process.
Industries Attendee-to-Customer
Accounting Firms (B2B) 1.40%
Biotech 2.50%
Contractors (B2B) 1.70%
Financial Services (B2B) 1.20%
Healthcare (B2B) 1.50%
Industrial IOT 1.10%
Law Firms & Legal Services (B2B) 1.40%
Marketing Agencies 1.20%
Medical Device 1.50%
Oil & Gas 2.10%
SaaS (B2B) 1.20%
Notable Webinar Facts
- Mid-week webinars produce the highest attendee and conversion rates
- 60 minutes is the ideal duration of a webinar to attract the most registrants
- 67% of webinar attendees prefer a live Q&A with the host(s)
- Webinars under 200 attendees have the highest conversion rate
- 73% of B2B marketers say webinars are the best way to generate high quality leads
If you want a copy of this report, contact us on our Contact Us Page.
Sources
Focus Digital Internal Data