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Understanding Your Explainer Video Statistics Video Igniter Animation

Understanding Your Explainer Video Statistics

Video Transcript:

This is The Video Igniter Show where we teach you how you can use videos to improve your business. In this episode, you will learn how to look your explainer video statistics to see if people are engaged or if they click away too soon.

Why Your Explainer Video Statistics Matter

In this episode of The Video Igniter Show I’m going to teach you how to view your explainer video statistics. Knowing how to interpret & analyze that data will enable you to then improve the effectiveness and conversion rate of your videos.

Free Stats And Analytics For Your Animated Explainer Video

There are many different services out there you can use to host your videos that provide stats and analytics. This enables you to see how people are consuming your online videos. We’ve been using Wistia for over a decade. You can j using them for hosting and analytics because they have a free hosting plan available.

Understanding The Introduction Of Your Video

Here’s a video we already published that’s been online for a while now. It’s been seen by hundreds of people already which so there is enough data to show an average viewing pattern for the video. The first thing I look at is the play rate. That’s the percentage of people who arrive on my landing page and actually click play on the video. If your number is low, consider creating a different thumbnail that will encourage more people to click play on the video.

For B2B videos, it makes sense to use the thumbnail to explain what value and benefit the viewer will get if they take the time to watch your video.

explainer video statistics for an animated video

In the first 3-10 seconds of your explainer video statistics, you don’t want to see a huge immediate drop off.

The next thing I look at on the video’s analytics are the first three to ten seconds of the video. After people click play, are they sticking around to watch the rest of your video? Or is there a sharp drop off? Some amount of drop off is to be expected. However, if you notice a sharp drop off, consider changing the introduction of your video so that it’s more clear so that it hooks the viewer. You want to ensure they understand they will receive some value relevant to them if they keep watching the video.

Getting in touch with your video producer to whip up a new intro for your video is probably going to be expensive after you’ve already wrapped up production – so it makes sense to film a few alternate intros to your video when it’s being produced.

Improve Your Animated Video's Conversion Rate Video Igniter Animation

Checking For Abnormal Patterns

After the intro, I like to scan through the video to see if there are any abnormal patterns. Sharp drop offs usually mean the message is irrelevant to the viewer or the idea is presented at the wrong time. For example, it doesn’t always make sense to bring up your pricing in your main marketing video when you’re still in the early phases of educating your viewer.

Another pattern to look out for are places where people are going back and rewatching your video.

rewatching explainer video statistics

Review your explainer video analytics to see if there are sections where people go back to rewatch parts of your video.

Either that section is very compelling and worth revisiting… Or it’s unclear to your viewers what’s happening in that part. Which is why they have to go back and rewatch it again. Either way, you’ll need to do a little creative interpreting to determine if that section is effective… Or if you should change it… Or if you should remove it entirely from the video.

Does Your Video Have A Strong Ending?

The last thing I look at when analyzing a video’s viewing pattern is to see what people are doing at the end of the video. Hopefully most people are making it all the way to the end of your video. And if they do, are they taking action? And can you actually measure and track this action? Wistia, for example shows these little dots when someone clicks on the last scene of my video to take them towards the next action step… Like signing up or downloading an app. This is great and we want to optimize more of this kind of action in our marketing funnel.

That’s all for this episode, thank you for watching. If you want to support the show, share it with someone who will find this useful. Also, don’t forget to subscribe on YouTube for more video marketing tips.

Click here to schedule a call with Video Igniter's production team.

How To Improve Your Video Conversion Rate Video Igniter Animation

How To Improve Your Video Conversion Rate

This is The Video Igniter Show where we teach you all the ways you can use video to improve your business. In this episode, we’re teaching sales and marketing teams how to improve their video conversion rate.


How To Improve Your Video Conversion Rate

Lots of marketers use A/B testing to improve their website and conversion rates. But rarely do people think about A/B testing the main video on their homepage.

The three most beneficial things you can A/B test in your video to improve its overall conversion rate are: Testing different thumbnails to see what gets more people to click play. You can test different introductions to see what hooks people into watching longer. And you can test different calls to action at the end of your video that people can click on like: ‘download our app’ or ‘sign up for a free account.’

I’ll start by showing you how to A/B test different thumbnails for your video. Then, I’ll explain how the same method can be used to A/B test other parts of your video.


Increase Your Video’s Play Rate

To test your video thumbnail you’ll need two different thumbnails for your video that entice people to click play. You’ll also need two copies of your video uploaded to a video hosting site.

I recommend using Wistia because you can start using it for free. More importantly, their stats and analytics enable you to see what percentage of people who visit your site are clicking play on your video. They also tell you how long people are watching your video.

After you upload two copies of the video to Wistia, go to the customize section and upload Thumbnail A to the first copy of the video and Thumbnail B for the second copy. Once that’s done, grab the embed code for Version A and Version B of your video because you’re going to need those in a second.

You’re also going to need to copy a small piece of code that randomly displays Version A to 50% of the people who visit your website and Version B to the other 50% of the people who visit your site.

<?php $version = rand(0, 1); if ($version == 0) { ?>
<?php } if ($version == 1) { ?>
<?php } ?>

To set this up copy and paste the code into a document. In the first section of the code where it says delete this line replace with embed code for Video A delete that line and then paste in the embed code for Version A of your video. Then repeat this in the second section with the embed code for Version B. Finally take the whole piece of code and copy and paste it into your website in the place where your video is currently embedded.


Checking Your Results

That’s it now you can sit back and let your video run for a few days so it can collect some data. When you’re ready to review the stats and analytics to see which version gets more people to click play on your video search for a stat called, “Play Rate.” That’s the percentage of people who visit your website and click play on that version of your video.

Whichever version has a higher percentage of plays should become the default version of your video. When you’re confident you have a winner you could remove the code I had you add earlier and simply embed whichever version of your video has the higher play rate.

Check out our portfolio of animated explainer videos

Improve Your Video’s Engagement Rate

Now, if you’re interested in A/B testing different intros for your video repeat the same steps however instead of uploading different thumbnails you’re going to upload two different versions of your video with different intros. Paste their embed codes into the special code like I showed in the first example. Then paste the whole thing onto your website. When you want to figure out which version keeps people watching your video longer, take a look at the stat called, “Average Engagement.” This tells you how much of the video your average viewer watches. Whichever version has the highest average engagement should become the default version of your video.


Increasing Your Video Conversion Rate

If you want to test different calls to action at the end of your video, upload two versions of your video that have different endings. You could test different ways to ask the viewer to sign up for a free account. Or maybe you want to test two completely different things like click here to download our app versus click here to watch another video and learn more.

In order to figure out which one people click on more, get the link for people to click on to download your app and the link for the page where people can watch the other version of your video to learn more and paste those links into a site called Bit.ly. That will shorten a link for you and it’s going to enable you to see how many times people click on that link. Next go into Wistia and in the customize section for each video add a clickable call-to-action at the end of each video. Then, paste in the appropriate Bit.ly link for your viewers to click on.

After your video has run for a few weeks take each of your Bit.ly links and add a plus sign (+) in front of them. Then, paste each link into your browser. These modified links will take you to pages that show how many times each link has been clicked. This way, you can determine which call-to-action is more effective.

That’s all for this episode. Thank you for watching – and if you want to support the show share it with someone who will find this useful and you can subscribe or like the content on any of these channels.

Click here to schedule a call with Video Igniter's production team.