Using site metrics to measure user experience
If you're doing video right, chances are, you'll see improvements to some overall website metrics as well, since the right kind of video can be a great aid to keeping your visitors captivated. What numbers can you compare to determine how much your video is helping your page?
If your video doesn't lead to the upswing you were hoping for, maybe you need to change its context, or maybe the content wasn't quite right. Keep iterating and thinking about how the video fits into your overall marketing strategy!
Do your visitors find your website compelling enough to stick around? Does your content flow well? Bounce rate (the number of viewers who enter your site and then leave without viewing other pages) is an important metric for marketers who ultimately want viewers to complete some sort of conversion process. Video can be an excellent tool for hooking viewers and keeping them around.
overall site bounce rate. Over the last year and a half as we have had added more and more videos to our product pages, blog pages, and category pages, we have seen almost a 20% decrease in bounce rate, which means that customers and potential customers are finding value in our content and that content is nurturing them toward a purchase or quote request. So for us bounce rate has been very important to measure the impact of an overall video strategy."
"One of our biggest goals is user experience and trying to make sure that people are seeing what they want to be seeing and giving them as many resources as possible. So what we have paid a lot of attention to in measuring our videos' success is
If your bounce rate is higher than you'd like it to be, take a holistic look at your landing page. Does the navigation make sense? How are you hooking visitors? Is it clear what they should do after they finish watching or reading?
Time spent on page
The best videos ask for a viewer's full attention and offer a clear, focused explanation of something they were wondering about - which means, hopefully, that visitors will spend more time on the page where your video is embedded.
"The videos we make here at Wistia don't live in isolation. In almost all cases, they live on a specific page on our site and help us accomplish a goal bigger than the video itself. We use page and site metrics to give us more insight into how our videos are impacting these broader objectives. For example, did adding a video to our features page increase the amount of time visitors spent on that page? It did: our time-on-page is now averaging 1:52."
Compare how much time visitors spent on your page before and after adding video. If the number went up, they were probably investing time in your video, and consequently dedicating more of their attention to your content!
If time-on-page doesn't improve, consider making changes to improve your video's engagement and play rate (as described in the sections above).
Sign-ups, subscriptions, & conversions
If you're a marketer, chances are you're tracking what percent of your visitors ultimately convert. Video can be a helpful asset in answering their questions, and measuring various types of conversion (whether it's signing up for your email list or buying your product) can give you a pretty good idea of how effective your marketing materials are as a whole.
"If you're creating a video to improve conversions i.e. increase the number of people pressing the "add to cart" button on your website (or similar), then more or less the only metric you should care about is conversion rate at a page level. This is predicated by ensuring you have a decent attribution model, but once your analytics is in good order, this is the metric."
When you're embedding your video, you should tag your viewers' activity in your analytics software (i.e. Google Analytics) to keep track of how they're converting. There are different ways to do this with different video hosts. There are plenty of good guides out there on how to set up goals within Google Analytics: