Webinar Conversion Rates by Industry

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. 

IndustriesEmail-to-RegisteredLinkedin-to-RegisteredMeta Ad-to-RegisteredGoogle Ads-to-RegisteredSEO-to-Registered
Accounting Firms (B2B)2.64%5.53%4.13%3.18%2.40%
Biotech5.00%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 IOT2.00%5.10%3.70%2.75%1.80%
Law Firms & Legal Services (B2B)2.64%5.53%4.13%3.18%2.40%
Marketing Agencies2.21%5.24%3.84%2.89%2.00%
Medical Device2.86%5.67%4.27%3.32%2.60%
Oil & Gas4.14%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. 

IndustriesRegistered-to-Attendee
Accounting Firms (B2B)42.14%
Biotech50.00%
Contractors (B2B)44.29%
Financial Services (B2B)40.71%
Healthcare (B2B)42.86%
Industrial IOT40.00%
Law Firms & Legal Services (B2B)42.14%
Marketing Agencies40.71%
Medical Device42.86%
Oil & Gas47.14%
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. 

IndustriesAttendee-to-Customer
Accounting Firms (B2B)1.40%
Biotech2.50%
Contractors (B2B)1.70%
Financial Services (B2B)1.20%
Healthcare (B2B)1.50%
Industrial IOT1.10%
Law Firms & Legal Services (B2B)1.40%
Marketing Agencies1.20%
Medical Device1.50%
Oil & Gas2.10%
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

First Page Sage

Focus Digital Internal Data

WebFX

Zippia

Luisa Zhou

Share