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
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Sources
Focus Digital Internal Data