Webinar promotion math: The registrants, page visitors and meetings behind the attendance you want
Start from the attendees you want live, divide by the share of registrants who show up and by the registration page's conversion, and you have the registrants and page visitors your promotion has to deliver. Add the share of attendees who take a meeting and the calculator shows the meetings the webinar should produce.
- Document
- Calculator
- Written by
- Take the Market Desk
- Inputs
- Example inputs, yours to replace
- Explained in
- B2B webinar best practices
Webinar promotion math calculator
Worked example, with the default inputs
To get 150 people live, promote for 375 registrants, which means about 1,500 visitors to the registration page. The webinar should then produce about 7.5 meetings.
registrants = attendees ÷ show-up rate
page visitors = registrants ÷ page conversion
meetings = attendees × attendee-to-meeting rate
How it is worked out
registrants = attendees ÷ show-up ratepage visitors = registrants ÷ page conversionmeetings = attendees × attendee-to-meeting rate
- show-up rate
- live attendees ÷ registrants, for your own past webinars
| Registrants | 150 ÷ 40% = 375 |
|---|---|
| Page visitors | 375 ÷ 25% = 1,500 |
| Meetings | 150 × 5% = 7.5 |
To get 150 people live, promote for 375 registrants, which means about 1,500 visitors to the registration page. The webinar should then produce about 7.5 meetings.
Where the defaults come from
No default on this calculator is a published benchmark. Each is an example input chosen so the arithmetic is easy to follow; type your own.
| Input | Default, an example input |
|---|---|
| Live attendees you want | 150 |
| Registrants who attend | 40% |
| Registration page conversion | 25% |
| Attendees who take a meeting | 5% |
How to use it
Work back from the meetings you need, not from a registration goal. If the meetings figure is too small to justify the effort, the lever is usually the attendee-to-meeting rate, which depends on the topic and the follow-up, rather than more registrants.
Count on-demand viewers separately. They convert differently from live attendees and their numbers arrive over weeks, so folding them in early makes the live show-up rate look better than it is.
Which numbers to use
Every default is an example input, not a benchmark. Use the show-up and page conversion rates from your own last three webinars on a similar topic.
Embed this calculator
Paste this into any page to show the live calculator with its formula and worked example, linked back here.
<iframe src="https://www.takethemarket.com/embed/webinar-math" title="Webinar promotion math, from Take the Market" width="100%" height="924" style="border:0;max-width:1100px" loading="lazy"></iframe>See how we work, or report an error on the corrections page.