Want to discover how your Video On Demand (VOD) website is performing? If you’re not routinely analyzing your website performance, you need to start now! There isn’t an exact recipe on how to build a well-performing VOD website. However, there are certain metrics you should analyze in Google Analytics to optimize your website for viewers.
5 Google Analytics Metrics VOD Services Need to Analyze
When analyzing the performance of your VOD website, there are certain metrics you should keep an eye on month-by-month to deliver an optimal user experience. With more VOD services popping up, people have high expectations for these particular websites. Together, we’ll go through the 5 performance metrics to analyze so you can present a high-quality website for your traffic.
1. Site Speed
Your site speed is a vital component of Google’s algorithm. Google uses the speed of your website as part of its formula in its search engine rankings. In other words, a high site speed score will help your website rank higher in Google search. If you’re unsure of your website speed, perform a simple site speed test using Google’s PageSpeed Insights tool.
Pro Tip #1: Compress your videos and graphics to smaller file sizes to boost up your site speed score.
2. Page Views
The page views on your website are also important metrics to analyze. Use Google Analytics and integrate it into your website so you can track the views on your pages. Take a look at the pages with the most views and the ones with the least amount of views. From there, focus on each page you want more traffic on and devise a plan of attack to optimize its content.
3. Bounce Rate
Your bounce rate is the main indicator of whether or not traffic is engaging with your website content. It’s a significant metric to analyze because it measures the percentage of viewers that enter page and exit after only one session. Again, use Google Analytics to view the behavior on your pages and you’ll see Bounce Rate as one of the metrics to analyze.
Depending on the purpose of a page, a high bounce rate can mean the quality of content is low or the content is irrelevant to your viewers. If you’re seeing a high bounce rate on your VOD website homepage, there’s a good chance viewers are not finding your content relevant to them or there’s nothing to engage with.
Pro Tip #2: Include a video and call-to-actions on your homepage so traffic has more opportunity to engage with your website.
4. Traffic Channels
Once again, Google Analytics coming to the rescue! You can use Google Analytics to analyze exactly where your website traffic is coming from — particularly your direct traffic, referral traffic and search engine traffic. Direct traffic is all the visitors coming to your site simply by typing your website URL in their browser, hitting a bookmark, or tapping a link in a digital communication (e.g email, text message or chat message). Referral traffic comes from visitors who are clicking a link on a different site then landing on your website and search engine traffic is coming from visitors who are hitting links to your website in their search results.
Take a look at where your website traffic is coming from and use this data to optimize your digital visibility. You want to expose your brand to the right audience! Think about collaborating with relevant blogs to boost your referral traffic. Then, optimize your content around keywords you want to rank for. This will help increase your overall search engine traffic.
5. Conversion Rate
The final website performance metric VOD services should measure is their website conversion rate. Use Google Analytics to set up conversion goals so you can analyze the percent of people completing their purchase and the percent of people abandoning your purchase flow.
Pro Tip #3: Run an abandoned cart email campaign for shoppers abandoning your purchase flow. This acts as a friendly reminder for them to complete their purchase and convert to your VOD service.
Having strong, authoritative content with clear call-to-actions will help viewers organically convert to your VOD service. Moral of the story? When you’re performing well and accomplishing your goals in the 4 metrics above, your site is more likely to have a higher conversion rate.
Contact Intelivideo if you’re not sure where to start in measuring your VOD website performance. We know it’s not an easy feat to build a VOD service. That’s why we work closely with our clients to help them analyze and optimize their video streaming business. Reach out to firstname.lastname@example.org to learn more about how we can help you!