A good webinar turns 10 to 20% of attendees into customers.

But "it depends" is the real answer. On what? Let us explain.

The benchmark rate

We are talking about the close here: the attendees who buy. Not the attendance rate, which is another step. The attendance numbers are here.

80Don't buy20Buy
Out of 100 attendees with a good offer. The close happens live.EasyWebinar · MarketingProfs — 2026

Twenty buyers out of a hundred attendees is already a very strong live. Most land between 10 and 20%.

Price changes everything

The pricier the offer, the lower the rate. That is normal, and it is not a problem.

Offer under €500≈ 25 %
Offer €500 to €2,000≈ 15 %
Offer €2,000 and up≈ 10 %
The rate drops as the price rises. But each sale carries more weight.

An affordable offer converts hard, in small baskets. A high-end offer converts less, in big baskets. Do not aim for the rate, aim for revenue per attendee.

Cold or warm, your audience decides

An audience that already knows you buys much faster than ad traffic.

Cold audience (ads)7 %
Warm audience (your list)20 %
A warm list converts 2 to 3 times better than cold traffic.

The selling continues after the live

The close does not stop when the live ends.

Count on about a quarter of sales coming afterward, through the replay and follow-ups. The full funnel is here: how to run a webinar from A to Z.

Want a webinar that actually converts?
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