The Marketers Guide to Post-Webinar Surveys: 20 Questions to Ask

So, you've successfully hosted your webinar. Bravo! But did people actually like it? Did they have fun? Learn something new? Ask a relevant question? As a B2B marketer, your post-webinar survey does more than collect feedback. It helps you get inside the heads of your attendees and uncover important trends for you and your sales team.

Use it to capture relevant takeaways to improve your format, promote the next event in your series, and so much more.

Your attendees know what you did well and where you could improve. Ask them to complete the survey live during the closing remarks in the last two minutes of your event, or send it via email straight after.

Your survey structure and question mix is up to you, and there are lots of options to choose from.

• What would you rate today's event on a scale of 1-5, with 5 being the best?
• Did today's webinar meet your expectations?
• Did you like the structure of the webinar?
• How likely are you to attend a future event?
• How likely are you to recommend our events to others?

• What were you hoping to gain from today's event?
• Was the content covered relevant to your work?
• What was the most valuable thing you learned today? The least valuable?
• What was your favorite part of today's event?
• What will you do differently going forward because of what you learned today?
• Do you have any feedback for us regarding what we can do better in the future?
• What future sessions would you like us to host?

• How would you rate the speaker at today's event?
• Did you find the hosts/speakers/presenters engaging today?

• Did you experience any technical issues signing on today?
• Did you notice any glitches or technical problems during the event?
• Did you find the webinar platform easy to use?
• How was your webinar experience?

• Would you like to be among the first to learn about upcoming webinars?
• Do you have a question you'd like us to reach out to discuss with you?

Tip: Insert clarifying questions where it makes sense. For example, if someone says today's webinar did not meet their expectations, you might ask, "Why or why not?" to get more info.

According to our latest Webinar Benchmark Report, organizations hosting webinars on Goldcast averaged 4.7 webinars per month, or roughly 56 per year.

There are three major "buckets" of questions you can use: open-ended, close-ended, and multiple-choice. You don't have to stick to just one type.

There's no golden number you should follow, but the shorter, the better. You're asking people to spend time and energy giving you feedback, and they're usually happy to do it (to a point). Our opinion? 10 is too many.

Only ask questions you really need answers to. If you're not planning to do anything with people's job titles or locations, for example, leave that off.

Example: What would you rate today's event on a scale of 1-5, with 5 being the best?

Quick hits like the above Likert scale question gauge attendee satisfaction in a quantifiable way, similar to an NPS (Net Promoter Score). If you look at these ratings and come up with an average of 4.2 out of 5 possible points, you'll know you're doing a good job.

Close-ended questions also lighten up the time investment required from your attendee to share their feedback.

Example: What will you do differently going forward because of what you learned today?

Dig deeper by giving respondents more space to elaborate. These are a good choice when you’re looking for candid, actionable feedback and ideas for future webinar programming.

Example:

What was your favorite segment of today's event? Check all that apply.

A) Icebreakers/Intros

B) Speaker A

C) Polls

D) Q&A

E) Other:

A multiple choice question can be open-ended or close-ended. For example, the one above can become an open-ended question if the attendee selects option E), which will give them a text box in which they can answer more thoroughly.

Multiple choice is helpful because it cuts down on the amount of thinking attendees have to do. These questions make it easy for them to answer by presenting them directly, versus asking them to recall the day on their own.

Plus, the results are easier to crunch. When you're looking at all the answers, you can quickly see what percentage of people selected A, B, or C.

You can send out your surveys in a number of ways.

For example, in Goldcast, you can launch a scrolling ticker or spotlight a lower-third notification to draw attention to your survey toward the end of your webinar. Or you could drop the link in the event chat and/or pin the comment to the top for visibility.

You can also email out your survey afterward using affordable providers, like SurveyMonkey or Typeform.

To get the highest completion rate, consider setting up email reminders for those who haven't filled it out. People can easily forget emails, a gentle nudge may be all they need!

The primary one is obvious: You want to put on great events, and the people who just attended your webinar have fresh insight into what you're doing right, as well as what they'd like you to improve on.

Here are some other ways to use your findings:

• If you see the same piece of attendee feedback coming through over and over, figure out a way to incorporate it into your process. For example, if a lot of people say they didn't have time to ask questions, maybe you extend your Q&A session.
• If you identify a question that a lot of people have, center that at your future webinars and make sure it gets answered.
• If people suggest future offerings they'd like to see, use those ideas to create new webinar content and other events. If enough people are interested in the topic, it's prime time to roll out a new series, webinar, or event!
• Use positive reviews as testimonials to boost brand awareness and credibility.

For best results, make sure your survey is clear, concise, and expected.

1. Actionable. Make it easy for people to answer your questions and give you the info you want. Have someone read over the survey after you create it to ensure it's user-friendly.
2. Yourask is clear. Be as specific as possible with whatyou're asking. Vague questions like, "How was today?" are not likely to give you useful feedback.
3. It's sent out soon after the event. People are more likely to complete the survey if they've just attended the event; they've got the information ready to go in their minds, so take advantage!
4. It's concise. Again, make it easy. Don't ask for too much of people's time.
5. The audience is expecting it. If you're not dropping the link during the event, have your host or presenter mention the survey so people know it's coming and won’t mistake it for spam.

Post-webinar surveys can do a lot of work for you. If you're not sure where to start, begin with a short template covering the basics.

Ask attendees to rank the event and share their feedback on what they liked and didn't like. See what you learn, then expand from there.

Drop it in-platform during the closing two minutes, then email it within one hour while the experience is fresh. If needed, send a single reminder 24-48 hours later.

Aim for 3-5 questions max. Mix one quick rating (Likert/NPS-style), one or two multiple choice, and one open-ended question for color.

Optional. A small draw (gift card, swag) can lift responses, but promising a shared recap/recording and “we’ll use your input” language often performs just as well.