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Here’s how you Measure the Effectiveness of Animated Explainer Video



It’s been a while you brand new explainer video is embed in your website. We are sure your video is of the highest quality and perfectly represents the spirit of your business and product. But how are you going to measure it’s effective performance? In order to measure the success of your 2D animated video, take into consideration a few key performance indicators also known as KPI’s. The following metrics will certainly help you to accurately measure the success of your explainer video.

Bounce rate and time-on page of the video

What is bounce rate?

The percentage of viewers who come to your website and leave it without browsing on any other page on the website is known as the bounce rate.

What is time-on page?

The time spent by the visitors on your webpage who did not bounce is the time-on page.

With the help of these two concepts you’ll be able to measure the overall performance of the page (where your video is embedded). Let’s say if the bounce rate is high (60%) combined with a low time on site then it might be an indication that the page as well as the animated explainer video needs adjustments and changes.

Generally the average attention span of a visitor is 10-20 seconds on a website. They are likely to stay for a longer time on a good page with clear and concise value proposition. A high quality animated explainer video will hold attention of the viewer, will increase time-on page and hopefully also decrease the bounce rate. In two minutes the audience if the audience is persuaded and convinced to make a purchase then it’s you’re totally in the winner’s circle of success.

Video click-through rate and View-through rate

Now when it comes to monitoring precisely the performance of your explainer video then two metrics can be used  Video click-through rate (CTR), is the number of viewers who click on a video out of the total viewers who view the page. Your animated explainer video is considered more effective if the video CTR is high. Whereas, the View-Through Rate (VTR) is the ratio of the video completely viewed vs. the total number of page views. In other words, the number of people who landed on your page and watched the video till the end.

SEO Ranking

One effective way of tracking the performance of your animated explainer video is comparing how your site ranked before and after embedding it on your homepage. When the video is good then it increases the viewer’s time on the webpage and automatically reduces the bounce rate. This in turn, helps the site rank better in search engines and consequently improves web traffic (alongwith other SEO tactics).

And before we sign off, we leave you with a few questions that might help you further measuring your animated explainer video’s performance:

  • Is your marketing video placed in area that’s easily visible on the website?
  • Does it give out a clear, entertaining and informative message?
  • How enaging and appealing is the thumbnail or the video?
  • Is the content that’s around and inside the video matching with each other?

Start optimizing your explainer video and make them suitable for your customer’s needs.
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Location: New Delhi, Delhi, India

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