4 Website Video Metrics Every Marketer Should MeasureMost marketers are aware that it’s essential to measure their marketing activities. It enables them to understand performance, return on investment and improves future marketing activity.
As arguably the most powerful marketing tool today, online video is no exception. It’s critical that marketers not only measure video marketing activity, but that they also choose the appropriate types of measurement.
The most commonly used measurement for video success by marketers is views. Whilst views are important, it’s important not to get too carried away by this metric. Views do not necessarily mean more sales, so it’s vital that marketers look beyond the idea that video views is the all important video metric.
In this article we will look at website video measurement only and save measurement metrics for YouTube, social video and video ads for future articles.
Website video metrics to measure:
Bounce & Exit rate
Bounce rate is the percentage of single page visits (i.e. visits in which the person left a site from the entrance page without interacting with the page). Exit rate is the percentage of site exits that occur from a specified page.
It goes without saying that businesses want to reduce bounce rates and exit rates as much as possible and it’s also an important factor in Google’s ranking algorithm, so helps boost search ranking.
Video is proven to reduce the bounce rate and exit rate of pages. To measure whether a video successfully does this measure before and after using video on a page through Google Analytics.
Average time on page
When successfully deployed, video should improve the average time visitors spend on a page. The longer visitors are on the site, the better understanding they gain for that business, the more chance there is of converting them and it also sends positive signals to Google, which helps boost search engine optimisation.
To measure this use Google Analytics to record time spent on a page and site before video and then record it after video.
Social shares, whether it be on Twitter, Facebook or any other social network, are important to help increase an organisation’s exposure and it’s also become an important ranking factor for search engines.
Using a video hosting platform will help mean these get recorded automatically allowing for this data to be constantly measured.
Arguably one of the most important video metrics, especially for e-commerce websites, is measuring how videos impact on website conversion rate. Measuring this metric allows organisations to understand the real value and ROI that their videos have.
Video has been proven in study after study to improve website conversion rates. For example, Pegasus Lighting increased conversions by using video and Living Direct found that video increased conversions by over 9%.
Again, Google Analytics and the use of its Conversions tab will allow you to measure this and see what impact video has.
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