Video marketing without measurement is like flying blind on a rocket cycle

Creating a video marketing strategy is an investment; you want to make sure it has been worth the time, money and effort. Your strategy should therefore include details about how you are going to measure the success of your videos.

If you don’t know what your objectives are in the first place, you aren’t going to know what success looks like! So it is essential that your video marking strategy includes a statement (or a list of bullet points) to clarify what it is you want to achieve. In fact, it is beneficial to do this for each individual video you produce.

We are going to look at the two most likely objectives you might have for your videos and your website (be aware of how interrelated these two things are). We will then suggest some tools that will help you judge the performance of your website and your videos. Easy!

Goal 1: improve website usage and the number of views of your video

You want to improve your website ‘usage’. This means that you want to see an increase in:

  • the number of visits you get to your site (the number of times people have visited your site on separate occasions, including return visitors)
  • the number of unique visitors (the number of different individuals who have visited your site)
  • the number of pageviews (the number of times any of your pages have been looked at in total)
  • the amount of time those visitors stay on your site
  • the number of visitors watching your video

Videos can improve how users engage with your website; your website can improve how users engage with your videos. It goes both ways. You might want visitors to be engaged with your home page for longer. E.g. by placing an interesting and relevant video on your home page, you are likely to see an increase in the amount of time visitors stay on the home page (because they are watching the video). By the same token, if you work hard to drive traffic more towards your website, more people will see your video.

How to judge performance:

Anyone can use Google Analytics to measure the performance of their website. Sign up for a Google account if you don’t have one already, and then you will be able to create a free Google Analytics account. Analytics can tell you the following, and more:
- pageviews
- unique visitors
- geographical location of visitors
- best performing pages on your website
- how visitors found your site (e.g. via links or via search engines)
- which search terms visitors used to find your website
- how long visitors are staying in your website

Goal 2: increase conversion rate

Your ‘conversion rate’ is the percentage of visitors to your website who interact with your site in the way you want them to e.g. buy something, make an enquiry… or watch your video!

It is possible to control, or at least strongly influence, your conversion rate. Generally speaking, by improving engagement on your website (e.g. the amount of time a visitor stays on your website as well as their level of interaction) you will boost your conversion rate. If you are looking for tips on how to increase your site conversion rate using online video, be sure to read our article.

It is important to be aware of other factors that will contribute to your conversion rate. The usability of your website will seriously affect your conversion rate. If your site is poorly designed and organised, customers will struggle to find what they want or need and are likely to give up quickly and look elsewhere for what they are after. Other factors include customer service and the level of trust customers have towards your product and brand.

How to judge performance:

Using Google Analytics to track conversions

Again, Google Analytics is a great tool to help you measure the success of your websites/videos, this time in relation to your conversion rate. See the following video which explains how you can set up a conversion in Google Analytics.

Other ways to measure performance

Measuring the performance of your videos on YouTube with Insight

YouTube has a built in facility called Insight which is effectively an extension of Google Analytics, which means that you can measure the success of your videos that are hosted on your YouTube channel. Insight can tell you:

- how many times your videos have been watched
- the popularity of your videos over time
- the gender balance of your viewers
- the age of your viewers
- the geographical location of your visitors
- how visitors are discovering and watching your videos
- the ability of your video to retain your viewers’ attention

Using Google Optimiser to test the performance of different aspects of your website

Google Optimiser is a tool that enables you to test different versions of different aspects of your website, and it will tell you what is working best to achieve the results you want. For example, you can try two different layouts of your website and Google Optimiser will send some of your visitors to version 1, and some of your visitors to version 2. It will then tell you which version resulted in the most conversions. Try putting a video on a page in version 1 and not in version 2 and see how the video helps you to achieve your goals. Take a tour with this video to see how you can utilise this service.

Crazy Egg heat mapping
Conversion rate optimisation - Image 1 - Heat MapCrazy Egg is an eye tracking tool for websites that allows you to see exactly how users interact with your website using heatmap image technology. If you put a video on your web page and there is a lot of activity around the video then it shows that users are focusing on that area of your web page. Or if your video is too far down the page and users are not getting to it before they click away to another page you will also be able to see this. Crazy Egg costs just $9 per month so well worth the outlay.

Search Engine Optimisation

Search Engine Optimisation is about maximising your websites potential to be found in search engines when users search particular terms. If you manage to achieve high search engine rankings on competitive and high volume keywords which are relevant to your business, you will increase the drive of traffic towards your site. Rankings on search engines are not simply an indicator of the performance of your website, they are an indication of how successful your SEO – both onsite and offsite link building is.

There are a range of ‘video SEO optimisation factors’ which are useful to be aware of if you want to maximise your presence on search engines. When deciding what to call one of your videos, think about what search terms a customer might type into a search engine when they are looking for the service that you provide. Write down the results and try to include the keywords from this process in the title of your video. Search engines use predictive text when you type into the search bar. You can use this to research what the more popular search terms are. Again, use the results of this research to influence the titles you give to your video content. For a more detailed breakdown of SEO optimisation factors for video, see our post on basic video SEO.

You should now be well-equipped to measure and analyse the success of your online video marketing. Good luck!

Finally a bit of trivia on the name of this post. Name the film?

Flying blind

MWP are a video strategy, production and marketing company with a focus on delivering measurable results.

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