90% of individuals who attend a Knotch webinar say they find it helpful. How do we know that? By asking post webinar survey questions. 

With live events cancelled for just about everyone, more and more businesses are re-allocating their events budgets into digital channels—especially webinars. That means lots of businesses that have never made webinars before are now making them—and they could likely use some feedback on how they’re doing.

That’s where post webinar survey questions come in. Attendee feedback lets you know if what you’re doing is working, and how you can improve. But there’s more to it than that.

In this guide, we’re going to explain to you the importance of post webinar survey questions, how to create your own, and how to measure the overall success of your webinars. 

Let’s get started.

Why You Need to Measure Webinar Success

Good feedback is priceless.

Knowing how people feel about your webinar will help you fine-tune your approach and grow your audience. If executed properly, post webinar survey questions will tell you if you met your attendees’ expectations, and what needs to be improved for next time.

If you’re strategic in how you ask your questions, you can also uncover new topics to talk about in your webinars. Asking attendees post webinar survey questions can also help you better understand your audience, and their needs, which tells you if you’re really attracting the right personas.

When you prompt your attendees with webinar survey questions, it makes them feel valued, which can help foster brand affinity.

Lastly, positive reviews are a powerful form of social proof. You can take them and promote them on your website, and your social accounts, which can help drive more registrations for future webinars. 

Post Webinar Survey Questions to Ask

To get valuable feedback from your post webinar survey questions, you need to be asking the right questions. What to ask varies depending on the topic of your webinar and your audience. 

Your questions should gather quantitative data and demographic information, and qualitative feedback (sentiment about the webinar).

The goal is to gather different types of feedback to understand your overall performance. To do so, ask different styles of questions that speak to different aspects of the webinar. Here are a few different styles of survey questions you should consider using:

Single-Choice Questions

These are pretty self-explanatory. They ask you to respond with one answer to the given question. These questions can be useful for gauging high-level sentiment about the webinar, as well as gathering demographic information about your audience.

For example, if you’re trying to attract marketers to your webinar, you can ask your webinar attendees whether or not they work in marketing. This will tell you if you’re reaching the right people.

“One of our most important considerations is who attended our webinar,” says Dominic Collard, head of content at GoCardless. “So in our post webinar survey questions we’re always sure to ask for that.”

Multiple-Choice Questions

Multiple-choice questions will give you more detailed feedback about your webinar. When asking multiple choice questions, there are a few best practices to keep in mind.

To start, it’s usually helpful to leave “other” as the last option so users can type in their answer if the pre-set options don’t match how they feel. 

For example, in a recent webinar, we asked our attendees the question “What are you doing with your events budget from now until the end of June?” Then we gave them the following response options:

  • Moving all of it to digital
  • Moving part of it to digital
  • No change
  • Cutting part of it
  • Cutting it completely
  • Other

By offering an “other” option at the end, your attendees have the option to give you a more accurate answer if the ones that you chose aren’t a good fit.

Open-Ended Questions

With an open-ended question, you don’t provide any answer options. Instead, the respondent is free to type in whatever answer they please. This is an important question style to use if you’re looking for highly specific feedback.

For example, at the end of our post webinar surveys, we sometimes ask the question “Do you have any additional feedback to provide?”

You can also ask respondents what their favorite aspect of the webinar was, what ideas they have for future webinars, what was the most interesting thing they learned, or what would influence their decision on whether or not to attend the next webinar.

This question type usually leads to really helpful insights. On the flip side, they do take more time to analyze because you either need to review them manually, or use a technology that can look for specific phrases in the answers.

Scale Questions

Scale questions are easy to answer and provide valuable data. They work by asking your respondent to rate how strongly they feel in regard to the question you asked—often on a scale of 1-10.

Examples of scale questions you can use include:

  • “How satisfied were you with the webinar content?”
  • “How likely are you to attend a future webinar?”
  • “How likely are you to recommend our webinars to others?”

Additional Webinar Survey Question Tips

While asking great questions is super important, there are some additional tactics to ensure you maximize your responses:

Get Feedback ASAP

You want to get your respondents to answer these questions while the webinar is still fresh in their minds. Therefore, we recommend asking your post webinar survey questions when the attendee leaves the webinar, or at the latest, two hours after the webinar ends.

Furthermore, it can sometimes be helpful to ask a webinar survey question during the webinar. Survey questions during the webinar can help guide the second half of the webinar, and make it more useful for your attendees. As a best practice, we ask at least one question to our attendees during our webinars. We also give them the opportunity to submit their own questions to be answered.

Be Specific

You need to write your questions based on the exact information you’re looking to get. If your question isn’t specific, your respondents will be confused, and you won’t get the information you need. 

Furthermore, keep your questions short. It’s less likely that respondents will want to answer a long-winded question. 

Ask About the Speakers

It’s important to have one or two questions that address the performance of the webinar hosts and speakers, as many people decide whether or not to attend a webinar based on who is presenting. Asking questions about the speakers will help you determine who to feature on future webinars.

Promote Your Next Event

At the end of your survey, tell your respondents when your next webinar is. This is an easy way to gather some early registrations.

Thank Your Respondents

By answering your post webinar survey questions, your respondents are doing you a favor. Therefore, be sure to thank them once the survey is complete. 

This helps your webinar attendees feel valued. It’s also just good business etiquette. Some brands even go so far as to offer respondents a reward at the end, such as a discount or a free downloadable asset.

How to Send Post Webinar Survey Questions via Zoom

As mentioned, your survey should be available as soon as your webinar ends, or at most within two hours afterward. Some opt to send out post webinar survey questions via email. However, if you’re hosting your webinar with Zoom, as more companies have been doing, we recommend using their “Post Attendee URL” feature.

A post attendee URL directs users to a specific page to have them provide follow-up information or get more information. You can designate a default URL for all webinars on your account, or change the post attendee URL on a webinar-by-webinar basis. 

Here are the steps you need to take to set up a post attendee URL for all of your webinars:

  1. Sign into Zoom.
  2. Click “Account Management” > “Webinar Settings”.
  3. Next to “Post Attendee URL,” click “Edit.”
  4. Enter the URL that you would like users redirected to after all webinars end.
  5. Click “Save.”

To set a custom URL for an individual webinar, do the following:

  1. Sign into the Zoom.
  2. Click “Webinars.”
  3. Click on the webinar that you would like to set the post attendee URL for.
  4. Scroll down and click the “Branding” tab.
  5. Click “Edit” next to “Post Attendee URL.”
  6. Enter the URL that you want attendees redirected to for this specific webinar. 
  7. Click “Save.”

With both of these options, your post webinar survey will automatically open in a new tab or window for attendees at the end of the webinar.

Knotch Can Help With Post Webinar Survey Questions

Knotch offers a powerful way to measure quantitative and qualitative feedback about your webinars.

Knotch also uses response based targeting to push your respondents to the next most valuable step in the customer journey.

You can track these metrics in real-time through the Knotch dashboard and receive actionable insights.

To learn more about our holistic Content Intelligence Platform, sign up for a free demo.