Features used: Dashboards, Journey analysis, Zoning, Impact Quantification
Time: 20 min.
Set up
Note! If you have a live video integration, please refer to the analysis setup and methodology outlined below.
- Either create a mapping with one page that contains ”all pages” with the video. Usually this includes a certain product category (e.g., PDP pages with headphones or certain travel destinations only)
- Or use the page on the fly option within the Zoning analysis with the 'path contains' condition to define all URLs containing a video
Create a zoning on the page containing all pages with a video.
Create your defined goals in Contentsquare to use in your video analysis. See examples below:
-
Page view goals
Create goals for users having seen the page group that a video is on, for example: Campaign page or Product Detail Page -
Click goals
Click on “Play video”
3. Create segments based on 'good' and 'bad' populations. See examples below:
Good | Bad |
Reached a product page with a video and clicked/watched the video | Reached a product page with a video and didn't click/watch the video |
Step-by-Step
Analyze the impact of your video
Do product videos increase conversion rates? Do users who watch a video tend to convert more often, add items to their cart, spend more time on the site, or find products more easily?
A quick way to view your key metrics is through Dashboards, which provides a personalized interface for tracking KPIs all in one place.
1. If you haven't created a dashboard, easily set one up using built-in templates. Navigate to Dashboards and begin with the 'Site overview' template for automatic population of your key metrics.
Learn how to create your first dashboards and analyze your data using the Site Overview dashboard template.
2. Update the line chart that shows the Number of sessions/Conversion rate by incorporating Conversion rate by goal as a metric. Look at the following:
- % of users who clicked on a video (Analysis context setup: Page viewed="Page with video”, Widget setup: Goal “Click on Video”)
- % of buyers who clicked on video (Analysis context setup: Segment "Visits with transactions AND Page viewed="Page with video”; Widget setup: Goal "Click on Video") OR
- % of video watchers who transacted (Analysis context setup: Segment “Click on video”; Widget setup: Goal “Ecommerce”)
- % of video users who add to cart or any other objective ( Analysis context setup: Segment “Click on Video”, Widget setup: Goal “Add to cart”)
Example of a dashboard widget (Analysis context setup: Page viewed= "Page with video"; Widget setup: Goal = "Watched a video")
The chart above shows that on February 29th, there were 99 sessions with visits to the PDP page featuring a video, of which 97% watched the video.
3. Compare the two segments “Reached a product page with a video and clicked/watched the video' vs “Reached a product page with a video and didn't click/watch the video' on the following metrics:
- Look at session time, number of viewed pages per session, revenue and average cart. Understand how the use of search impact the navigation and conversion. How deep is the users' visit? Is watching the video contributing to a conversion/revenue uplift?
4. Go to Zoning analysis and begin evaluating the video performance.
- Consider the following questions and key metrics to initiate your analysis:
How is the video consumed? | Consider the positioning of the video — if there is low exposure rate but high engagement rate, consider repositioning further up on the page to increase visibility. |
Which contributes more to conversions: the video or the product images? | Analyze whether clicks on product images or on the video are driving conversions (e-commerce or other goals). Use metrics such as click rate and conversion rate per click. This analysis guides decisions on where to place and prioritize videos. For example, if product images drive more conversions than videos, you may want to consider moving or removing the videos. |
What differences are there between how the different segments engage with the page? |
Using comparison mode deep dive into the differences between users that achieved our goal (clicking video) versus those that did not:
|
5. Go to Journey analysis to evaluate user journeys that interact with your videos. Enable comparison mode in the analysis content and compare two segments : 'Users who reached a product page with a video and clicked/watched the video' versus 'Users who reached a product page with a video and didn't click/watch the video.' Consider the following:
How are user journeys different for each segment? | See what segment of users reached the page with the video and clicked on it and compare to journeys where users reach a video page and don't click. |
Do users who click the video see more product pages? |
Depending on the product offering, this behavior can be expected. It can either demonstrate the value of the video, such as increasing engagement and interest in relevant products, or indicate that the videos are not informative or engaging enough. |
Check the exit/bounce rates for these segments | If users that are clicking on the video are leaving at high rates, it can indicate the video is inefficient in increasing customer journey. |
Analyze the reverse journey to cart | See if users who click the video reach the cart faster than those who do not. |
Video analysis through an integration
Video integration with Contentsquare enables comprehensive behavioral analysis of visitors who watched your videos, including their viewing duration and whether they completed the video. This helps pinpoint friction points and facilitates proactive adjustments to improve user experience
See the full list of video tools Contentsquare integrates with.
Set up
1. To implement any integration, access the Integrations catalog in the CS Console.
2. Based on the tool you want an integration with, use the relevant guide.
Full list of guides can be found here.
3. Wait for the integration to be deployed by CS Support team.
4. After the integration deployment you can start creating your relevant segments and start your analysis.
Segments setup
- Find the dynamic variable corresponding to the right campaign and its value. Use our tracking assistant extension for a quick check of the variable and value you need. Then, you’ll be able to create the relevant segments by using the Dynamic Variable condition in the Analysis context.
Analysis methodology
1. Idetntify the actions that can align with goals in Contentsquare, such as video initiation, completion, or watching video to a certain extent.
2 Divide users into groups based on specific events related to the action you're analyzing. See how differently users behave depending on how much of the video they watch.
To do this, make groups for each outcome by defining what's "good" (desired) and "bad" (undesirable). Then, depending on your needs, compare using different Contentsquare modules like Impact Quantification and Journey Analysis.
Example of a segment comparison of two groups of users who played a video: those who watched none of it versus those who watched 75%
Analysis
1. Compare your segments based on defined categories (e.g., 'Started video' vs. 'Finished video') in Impact Quantification on the following metrics:
- Detected opportunity: Are the results statistically significant? Is there a difference between the conversion rates of the two segments? What’s the value of watching the full video?
- Goal conversions (E-commerce or another set goal) and transactions (conversion and revenue opportunity): Is watching the full video leading to higher conversions or not? Are users that watched the full video more likely to reach a specific goal or not? Are they more likely to transact or not? What revenue are they generating? How high/low are their carts?
- Other UX metrics (Number of sessions, Bounce rate, Average Page views, Average session time): How many users started vs finished the video? Are there any observable differences in how the two segments consume the site? Are the users that watched the full videos experiencing a higher bounce rate, indicating certain friction? What about their browsing depth? Are users watching the full video viewing fewer or more pages? Are they spending less or more time on the site, which might indicate smoother journeys?
2. This exercise can help with the data-driven prioritisation approach to what optimisations to focus on based on a chosen video-related KPI.
In an Impact Quantification analysis, it was found that users who watched less than 15% of a video are 15.7% less likely to convert compared to those who watched at least 75% of it. Increasing the number of users who watch the full video could result in 417 more conversions and potentially increase revenue by $231,018.