Important Metrics for Video Optimization

published by Dan in SEO Strategy with No Comments

As promised in my previous post this entry will discuss some of the metrics that can be used to assess the overall performance of your online videos. Note that the usual metrics used in assessing websites with non-video content still apply to a video website.

1. Time spent on the entire site and watching each individual video - While the time spent on the entire site is a common factor the uniqueness of the medium allows you to assess how interesting your video is since you can see whether the viewers actually finish the videos and if not, how long they stay to watch each video.
2. Most popular videos - The video with most hits are of course the most popular ones. Capitalize on these videos and try to figure out what makes the videos popular so that you can try to produce or at least find existing videos that can replicate their success.
3. Conversion rates - Find out which videos have the most conversion rates and which one have the highest abandonment rates to be able to either remove or tweak undesirable videos while again trying to replicate the success of those with better conversion rates.
4. Failure rate - Keep track of the number of people that could not open the videos in their browser. If the number is significant (or even if not) figure out why this is happening. You might need to offer your videos using a different file format, in (more) compressed versions, or at least provide a link for them to download needed plug-ins.

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