Explainer_video_HEPNow that you have an animated marketing video embedded in your homepage, it´s time to measure its success. 

One of the best features animated explainer videos have is that they are highly trackable, and this, combined with other insights you might extract from different analytics tools, can bring you valuable information about how they are performing. 
The bounce rate is the percentage of visitors who land on your page and leave it very quickly –they “bounce”, indeed– without interacting with your site or going to any other pages .  It´s a very useful indicator of how effective your website is at encouraging visitors to visit other sections, and it also indicates if they find your content valuable enough to make them stay longer.
An animated marketing video can be a great help in reducing bounce rate; this is a useful metric to analyze how your video is performing. If your bounce rate is high, say more than 60%, you might worry about it. This could happen for many different reasons, some related to the site itself (not loading fast enough, providing messy and dull information, etc.), but others related to your animated explainer video, such as: it´s not placed in the right location (this is, above the fold in your home page), it´s of bad quality or boring, or it´s not focused on your target audience, among many others. Analyze it! 
Some visitors will not bounce and stay on your page for a long time. The time they spend on your page is called time-on-page. On average, people generally spend from 10 to 20 seconds on a website, but those sites that have a clear and compelling value proposition encourage them to stay for longer. As you might already know, a good startup video can increase your visitors´ time-on-page by 2 minutes on average, and these two minutes are long enough to explain your USP (Unique Selling Proposition). In case you see that you have a high bounce rate and a low time-on-page rate, you might need to make some adjustments to your site in general, and/or to your animated marketing video in particular. 
Using some analytics software you can get useful information not only about the number of views your video gets but, most importantly, the number of complete views it has. This is a key aspect, since you need to make your visitors watch the whole video until the end to see the Call To Action that will encourage them to take the next step. By analyzing complete views you can identify at what sections viewers are dropping off and then make the necessary adjustments. A large view drop in numbers might indicate that your startup video is not working: if most people stop watching it after the first few seconds, you might have made the wrong choice of style, mood or, even worse, you didn´t aim it to the right audience.  
Even though it might be hard to correlate views directly to purchases, conversions are another good metric you can analyze to evaluate how your video is performing. A good way to do this would be: when you distribute and promote your video, evaluate how conversions (and sales) performed in the period right after its publication. If you can detect an increase in your conversions and sales rate, this means that your animated marketing video has had a good performance and has been successful in turning visitors into customers.
Tip: remember that if you make a high quality and professional explainer video, you place it in the right spots and set up a good distribution strategy, you can boost your conversions rate by 20% on average!

So, now you can have the big picture and see if your animated marketing video is actually working ! 

We invite you to access our Explainer Video Academy where you´ll find useful information about how you can get the most out of videos to enhance your online visibility, increase brand awareness, boost your SEO efforts and raise sales. 

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