Videos are the most popular form of content these days and by far the most persuasive when it comes to marketing and conversions. It’s a no-brainer, then, to have videos on your landing pages to increase your chances of converting a visitor to a customer.
How can you be sure that visitors will actually watch these videos, though? There are ways to access analytics tools that can show you exactly how many times your video is watched. Google Tag Manager accesses YouTube’s analytics information and lets you view it for free.
You’ll be able to track how many people watch your landing page videos, how long they watch for and where they stop watching. You can these use this information to change your video content and tweak it for optimal results.
Google Tag Manager
You’ll need to sign up for a Google account and Tag Manager in order to use this tool. You can then create tags to track your videos through the YouTube Video Trigger. This allows you to see different metrics for embedded YouTube videos on your website, through Google Analytics.
A trigger controls how the tag is fired, so once you’ve set a tag, select the ‘YouTube trigger’ option in the available field. Next, select the type of information you’d like to see, such as when someone starts the video, pauses it, finishes it and the total duration of their watch. The Tag Manager lets you create more specific triggers if you like, such as tracking certain videos on certain pages.
The Tag Manager also gives you the option to see how much of the video someone watches in term of a percentage or the actual time in seconds. The percentage option is useful if you’re only interested in view stats, but if you’re concerned about people dropping off your videos, the time option will help you more.
Viewing your statistics for videos
Once you’ve set up your tags and triggers, you can check on the results after a period of time. Go to Google Analytics, click on ‘Behaviour’, then ‘Events’. In the Overview or Top Events sections, you’ll be able to find the lists of videos you are tracking.
You can analyse this data and make informed decisions about your videos. You can see whether you need to shorten your videos or rework them to get a slightly different message across to the viewers.
If the data shows a very low engagement rate, you may want to consider replacing the video with something more eye-catching. On the other hand, if you find that some of your videos are highly popular, you may want to think about embedding them on your homepage or other pages too.
These tools allow you to judge whether or not your videos resonate with your visitors. By constantly tracking, tweaking and re-assessing, you’ll be able to craft quality video content that appeals to your visitors and hopefully converts them into paying customers.
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