Whether it works.
WHAT TO MEASURE
Views How long people watch Whether they act afterwards
THE WATCH TIME POINT
More useful than views.
A video watched for ten seconds was not watched.
WHERE PEOPLE STOP
Platforms show this.
A consistent drop-off point tells you what to change.
WHAT USUALLY CAUSES EARLY DROP-OFF
A slow start Unclear what the video covers Poor sound
WHAT TO MEASURE ON YOUR SITE
Whether pages with video convert better than those without.
THE HONEST TEST
Did it produce enquiries or sales?
Views are not the outcome.
WHAT TO DO WITH THE FINDINGS
Make more of what works Change what does not
WHAT TO REVIEW
Whether video is worth the effort at all, for your business.
For some it is. For others, photographs and text achieve the same at a fraction of the cost.
WHAT TO BE HONEST ABOUT
If video produces nothing after genuine effort, stop.
