That’s it, your event is over, and you cant start to cool off….
The moment of truth has arrived: was your event a treat for your participants?
Whatever the business objective of your event, there is only one way to measure success: your participants’ opinion. Did they find it interesting? Did they have a good time? How satisfied are they?
In fact, the numbers speak for themselves. According to a study conducted by EventMb, 91% of professional event organizers rely on participant satisfaction to measure the success of their event.
To measure attendee satisfaction, you’ll need to look closely at some key indicators.
Follow along as we detail them in this article.
1) Ratings awarded to sessions
If your event is partly based on content (conferences, workshops, video sessions, etc.), the quality of the presentations will be at the heart of its success.
The ratings given to the different sessions by the participants are a key indicator of their level of satisfaction.
For an online event, we recommend that you ask participants to rate the sessions immediately after they have attended. You will need an event platform that can trigger the satisfaction form immediately when a participant leaves a session.
Comparing the ratings of all sessions allows you to see which ones interested your participants the most. This can help you define the content of the next edition of your event.
2) Post-event satisfaction survey
In addition to the evaluations attributed to each speaker, you can offer your participants an overall satisfaction survey at the end of the event.
A cleverly configured survey will allow you to gather qualitative and quantitative feedback on your event
Our tips for preparing a satisfaction survey:
- make it simple and short for the participant
- prioritize closed questions that are shorter to answer
- keep an optional open-ended question to allow participants to express their qualitative feedback if they wish
- offer a small reward at the end, or add some gamification to encourage participants to answer
- ask participants for their opinion at the very end of the event
Bonus: Positive feedback you receive from your satisfaction survey will be a strong marketing argument to communicate on the next editions.
Read the article: 3 Keys to Collecting Feedback from Event Attendees
3) Net Promoter Score
One of the most used methods to measure satisfaction is the Net Promoter Score (NPS). The NPS measures a person’s readiness to promote a product or service to their network.
In the case of an event, it’ll give you an idea of the likelihood in which participants will recommend your event to others.
How to calculate the NPS ?
Ask attendees the question “On a scale of 1 to 10, how likely you are you to recommend this event to a friend or colleague?”
- People who score a 9 or 10 will be your “promoters”
- People with a score of 7 or 8 are considered “passive”
- People with a score of 6 or less are your “detractors”
The NPS is calculated as : % of promoters – % of detractors.
It is generally considered that:
- An NPS score > 0 is good
- An NPS score > 50 is very good
However, these factors depend on your industry and your type of event.
The NPS can be used to compare several editions of the same event, or to benchmark yourself against the rest of your industry.
You can collect the data needed to calculate this score in the satisfaction survey mentioned above. You can also calculate an NPS for each session.
4) Measure interactivity during the event
The interactivity and involvement of participants during the event reflects their level of engagement. Engaged participants are more likely to show signs of satisfaction at the end of the event.
To measure the level of interactivity, you can track:
- The number and persistency of questions asked during the sessions
- The number of people taking part in the networking
- The number of business meetings held
- The number of messages exchanged on the chat during the event
These points will make proof of the involvement of your participants during the event.
5) Repeat registration from one edition to the next
If a participant comes back to a new edition of your event, it is the best sign that they were satisfied with the previous edition!
You can therefore measure the number of repeat attendees at your events.
Repeat participants are committed to your events and are your best ambassadors.
To reward their loyalty and increase their satisfaction you could consider offering them a premium treatment such as offering discounts on tickets for your next events.
To emphasize appreciation for loyal attendees, you can even personalize your messages. Throwing in a personalized sentence in your invitation email would be a nice touch.
Sometimes small, simple details make all the difference!
6) Activity on social media during the event
Monitor your social media before, during and after the event.
As mentioned in our article on how to effectively promote your events, creating a hashtag dedicated to your event will allow you to easily track posts that refer to it on social media platforms.
Monitor the following social media KPIs throughout the event to measure participant satisfaction :
- Number of new subscribers
- Number of posts by third-party accounts mentioning the event
- Reactions to your posts and to third-party publications (participants, partners, stakeholders)
- Post content: in the case of negative posts, take the time to respond personally to each person in private.
7) Follow-up on leads generated at the event or afterwards
If your event has a business objective, it can be important to track the influence it had on the prospects you were targeting. This business element is also a participant satisfaction indicator.
How to measure the impact of your event on your lead generation?
Tracking visits to your corporate website gives you an idea. Did they increase significantly during the event?
More precisely, track the number of contact and demo requests that come from your event attendees.
In most cases, a satisfied attendee does not necessarily convert into immediate contract signing, as sales cycles can be long and complex! It is therefore important to transfer event data to your CRM. You can therefore attribute the effects of your event on leads later in the sales cycle.
This will give you a longer-term indication of your prospects’ satisfaction with your event.
Depending on your event objectives, defining which of these indicators will best measure your attendees satisfaction is up to you!