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Webinar Benchmarks
Benchmarks are planning references with sources — never promises of results. Every figure below carries the label the evidence earns: VERIFIED (platform-published or large-sample independent) or CLAIMED (operator/vendor self-report — directional only).
| Subject | Metric | Value | Label | Source |
|---|---|---|---|---|
| Registration page | Conversion | 35–59% depending on traffic quality; target 40%+ warm | CLAIMED | ClickMeeting compilation (vendor compilation, report §1.4) |
| Attendee to next step | Attendee-to-lead | 20–40% typical | CLAIMED | ClickMeeting compilation (report §1.4) |
| Attendee to book (Haynes funnel) | Attendee-to-book | 30% of attendees book a call | CLAIMED | Haynes dataset |
| Booked call | Call-show floor | 70% call-show floor | CLAIMED | Haynes dataset |
| Sales call | Close floor | 35% close floor | CLAIMED | Haynes dataset |
| Replay | Replay expiry | 72h per-registrant genuine expiry (common default) | CLAIMED | ContentMation (single vendor guide, report §1.1) |
| Replay / on-demand | On-demand share of attendees | ON24: on-demand approx. 43–50% of attendees (2025 reporting); Goldcast: 89.1% of B2B webinars offered on-demand, on-demand viewers completed 91% vs 74% live | VERIFIED | ON24 2025 / Goldcast 2026 (report §1.4) |
| Attendee to purchase (direct-sale webinars) | Conversion | Education-first 5–20% of attendees buy; high-ticket with clear ROI 15–25% | CLAIMED | ClickMeeting compilation (vendor compilation, report §1.4) |
| Replay viewers | Conversion vs live | Replay viewers convert at 60–70% of the live rate | CLAIMED | ClickMeeting compilation (report §1.4) |
Show rate by traffic temperature
| Segment | Range | Label | Source |
|---|---|---|---|
| Cold paid traffic, high-ticket (Haynes planning default) | ~20% show rate | CLAIMED | Haynes dataset |
| Mixed B2B programmes | 40–48% live show rate | VERIFIED | Goldcast 2026 (40% live) / Livestorm 2026 (47.7%) |
| Enterprise, heavily owned/warm promotion | 60% show rate | VERIFIED | ON24 2025 |
| Just-in-time evergreen | 55–75% show rate | CLAIMED | ContentMation (single vendor guide) |
What is not published (and not invented here)
- COULD NOT VERIFY: a reliable public cold-traffic registration-page conversion figure for high-ticket webinars
- COULD NOT VERIFY: audited attendee-to-purchase conversion rates for the Brunson Perfect Webinar or Fladlien frameworks
- COULD NOT VERIFY: a complete public slide-by-slide Fladlien sequence with timings comparable to Brunson
Kronos seeds these from your own first campaigns instead of shipping made-up figures.
Use them
These tables live inside Kronos: the builders plan against them and the audits judge against them, always labelled. See pricing.