You spent months planning your online event, and now that it’s over, it’s time to sit back and relax, right? Not so fast! After hosting an event, there’s one more thing you absolutely must do: send post-event surveys to your attendees.
Post-event surveys help you collect deep insight directly from your event attendees—in their own words—so you can plan and improve future events that are guaranteed to be worthwhile to your audience.
But what questions should you ask, and what should you do with the feedback you collect? In this article, you’ll learn which post-event survey questions to ask and how to analyze your responses. We cover:
Whether you held a webinar, virtual event, or conference, collecting feedback from attendees and event stakeholders helps you plan (and improve) next year’s event and reveals key insights you otherwise wouldn’t have access to.
Although you can gather data without surveying attendees—like the event’s ROI or sign-up rate—quantitative data is limited and won’t help you understand how to improve future online events or why your event performed the way it did.
Giving a voice to your attendees through post-event surveys will help you understand who attended your event and pinpoint areas for improvement.
Post-event surveys help you:
Build trust: when you ask your audience for their opinion, you're telling them you care about their experience and they can trust you to host more worthwhile events in the future
Eliminate guesses: get feedback directly from event attendees so you don't have to make guesses about why your online event was or wasn’t a success
Estimate event growth:NPS analysis (more on this later) helps you estimate how much your event will grow in the following years
Improve future events: you can use the insight and constructive feedback you get from attendees to improve future events
Host an online event your audience will love
Use Hotjar Surveys to learn how you can host the most worthwhile online event for your audience.
Open-ended questions allow for deep insight but are harder to quantify and analyze, while closed-ended questions are easier to analyze but don’t offer deep insight.
Useful post-event surveys—that is, surveys that give you actionable feedback—include a mix of open- and closed-ended questions, but the types of survey questions you ask ultimately depends on the feedback you want. For example:
If you want thoughtful answers, ask an open-ended question like “what would you like to see improved for the next event?”
If you want to know whether your event met attendees’ expectations, ask a ‘yes’ or ‘no’ question like “did our event meet your expectations?”
If you want to know the level of satisfaction with your event, use a Likert scale so attendees can rate your event on a scale
If you want to track potential event growth, use rating scale questions like “how likely are you to recommend this event?”
If you want to segment your audience, ask nominal questions like “what is your job title?”
Here are some examples of questions to ask after your event depending on your goals and the type of feedback you need:
1. Open-ended post-event survey questions
Open-ended questions are broad questions that cannot be answered with ‘yes’ or ‘no’. They require thoughtful answers from your event attendees, making them useful for collecting rich, qualitative data.
Open-ended questions are beneficial for gathering detailed answers, but they can be difficult to analyze and require more time (and thought) from participants than closed-ended questions.
Limit open-ended questions and make them explicit so participants know exactly what you’re asking.
Examples of post-event open-ended questions
Why it’s useful
What did you like most about the event?
Helps you understand what you did right.
What would you like to see improved for the next event?
Helps you understand what aspects of the event were less useful or engaging.
What were your expectations before attending our event?
Helps you understand if you portrayed your event accurately through marketing and promotions.
How would you describe your overall experience at the event?
Helps you understand how your attendees actually experienced the event versus how you thought they experienced it.
What issues (if any) did you have enrolling for the event?
Helps you understand what barriers may have prevented people from signing up for the event.
What issues (if any) did you have accessing the event?
Helps you understand what barriers may have prevented people from attending.
TL;DR: open-ended questions
Require in-depth answers
Work well to supplement or complement closed-ended questions
Help you gather more information in key areas, but can be time-consuming for participants, so use them wisely (and be explicit with your wording)
2. Closed-ended post-event survey questions
Closed-ended questions are narrow questions that don’t require detailed answers. They usually come in the form of
'Yes' or 'no' questions: "did you like today’s event?"
Likert scale questions:"on a scale from 1-5, how satisfied were you after attending the event?"
Rating scale questions:"rate our event on a scale from 1 to 10"
Nominal questions:"did you attend the event live or watch the replay?"
Closed-ended questions are easy to quantify and analyze because they have a specific set of answers your recipient must choose from.
💡 Pro tip: use Survey Logic to add context to your closed-ended questions.
If you're using Hotjar, you can use Survey Logic to ask follow-up questions by customizing your survey based on your respondents' answers.
For example, if you start with a closed-ended question like “did our webinar meet your expectations?” you can send a follow-up question to those who answer 'no' to ask, “why didn’t our event meet your expectations?"
Here are four types of closed-ended questions you can ask to gather meaningful data after an event:
‘Yes’ or ‘no’ questions
‘Yes’ or ‘no’ questions are easy to answer (there are only two options!) and can help you segment respondents for follow-up questions.
Examples of post-event ‘yes’ or ‘no’ questions
Why it’s useful
Did the event meet your expectations?
Helps you understand if you over-promised or under-delivered.
Would you attend another one of our events in the future?
Lets you gauge event success and possible attendee loyalty.
Was the event easy to sign up for?
If your sign-up was lower than expected, this helps you understand if the sign-up process may have been too complicated.
Was the event easy to access?
If you had many people enroll but few attend, this helps you understand if the event was inaccessible.
Would you recommend this event to your colleagues?
Helps you estimate future event growth.
Likert scale questions
The Likert scale is a 5- or 7-point scale that measures a respondent’s level of agreement or the intensity of their feelings for a particular statement. Likert scale questions are helpful when you want more in-depth insight into how attendees feel after your event.
Using Likert scale questions to learn about ease-of-use (e.g. how accessible the event was or how easy it was to sign up) will help you measure your Customer Effort Score (CES). CES helps you understand attendee satisfaction, which can give you insight into whether they’ll attend future events and the chance that they’ll refer someone to your event.
Examples of post-event Likert scale questions
Why it’s useful
How satisfied were you with the event? (1-Very dissatisfied — 7-Very satisfied)
Asking attendee satisfaction questions helps you understand whether your event met expectations.
How helpful was the event? (1-Not helpful at all — 5-Very helpful)
Knowing if attendees considered your event helpful tells you whether they liked the information presented, the speakers, or the event’s overall setup.
How easy was the event to access? (1-Very difficult — 5-Very easy)
If your event attendance was lower than expected, asking about event accessibility helps you understand whether your event was easy to access.
Rating scale questions
Rating scale questions display answers on a scale, usually from 1 to 10.* You can plot responses on graphs and charts to find trends in your data.
Rating scale questions are beneficial for evaluating multiple online events to learn whether they're improving over time.
* You can customize your rating scale to your liking, just be sure to clarify what each number on the scale represents.
Examples of post-event rating scale questions
Why it’s useful
How likely are you to recommend this event on a scale from 0 to 10?
Asking this question gives you a Net Promoter Score® (NPS) and will help you estimate future event growth.
Rate our event on a scale from 0 to 10.
Tells you whether your events get better or worse over time.
How well-organized was the event?
This question is particularly useful when you experience rapid event growth to figure out if your event is staying organized as it grows.
Was the event too long or too short?
Asking this over multiple events helps you determine the optimal duration.
How was support [before/after] the event?
Gauge the quality of support attendees are receiving and learn about additional support opportunities.
Nominal questions, also known as multiple-choice questions, are useful for segmenting your audience into categories for further analysis.
For example, you might notice those who watched the event replay also had lower levels of satisfaction with your event than those who attended live. This information helps you pinpoint specific areas you need to address.
Examples of post-event nominal questions
Why it’s useful
Why did you sign up for this event?
Helps you understand what attendees wanted to gain or learn from your event.
Did you attend the live event or watch the replay?
Tells you whether your live event was held at the optimal time.
What is your job title?
If your event targets a specific type of attendee, asking this question helps you determine if your marketing efforts targeted the right people.