Video has become the most powerful format for e-learning. Learners gain more from educational videos than they do from text alone. However, effective use of videos for e-learning requires measuring their performance. If you’re an e-learning marketer or online course creator, you need to use video analytics for e-learning. In-depth insights from video analytics will help you to make data-driven marketing decisions and enhance your e-learning video performance.
What video analytics reveal
Video analytics for e-learning gives many insights that help you to optimize your content and improve your marketing ROI.
Views
Views show how many learners watch a video. A high number of views indicates a video is attracting the target audience. Views can measure a video’s reach, but they don’t show engagement. A learner might complete a whole video without learning much from it.
Engagement
Engagement is when learners actively interact with a video rather than passively watching it. The way to track learner engagement is with video analytics. Even how learners interact with a video player can be revealing. They may rewind if they find content difficult to understand or fast-forward if they already know it.
Drop-off points
Learners will drop off if video content doesn’t engage them or confuses them. You will need to try and identify the cause of the problem so you can fix it.
Device types
What devices are learners using and does this differ from your expectations and how your learning is designed? You may need to do more to make it mobile-friendly.
Session times
Session times can help you to determine the optimum length for your e-learning videos.
Cincopa is a video hosting platform that offers in-depth video analytics. It can help you with all the technical aspects of hosting videos and give you insights into learner behavior.
What metrics must you track at each stage of the funnel?
How do you identify problems with your e-learning marketing funnel? You do so by monitoring certain metrics so you can make data-driven decisions to optimize the course funnel.
Awareness stage
- Your website traffic can show the reach of your video content. You can find detailed data about your traffic on Google Analytics.
- In this stage, you can reach learners on social media and assess their engagement with metrics such as likes, comments, and shares.
- Tracking downloads of free resources such as ebooks or PDFs shows initial engagement.
Consideration stage
- You need to know how many learners take actions such as signing up for a free trial or live streaming a webinar.
- Your lead qualification rate shows you how many quality leads you have that are likelyto become customers.
- Learners may spend a long time on a page or leave without any interaction. From this you will know you need to find ways to engage them and make them stay longer.
- By looking at email open and click-through rates, you can assess whether your email marketing is helping you to nurture leads.
Conversion stage
- You should know what marketing costs go into attracting and retaining learners.
- You also need to know what percentage of your leads become paying customers.
- Average order value is the average revenue a learner generates per purchase.
- Sales cycle length measures how long it takes to convert a potential lead into a paying customer.
Retention stage
- Customer Lifetime Value (CLTV) estimates the total revenue a learner will generate over the relationship with your e-learning platform.
- Churn rate is the percentage of learners who will stop using your platform or cancel a subscription.
- Referral rate refers to how many learners you acquire through referral by current learners.
- Customer Satisfaction Score (CSAT) measures the satisfaction of your learners through surveys or feedback forms.
How to use insights to optimize videos
Gaining insights from analytics is the only way to keep effectively refining and improving video performance. You can also get feedback from learners to help with this process. Video messaging offers you a way to interact with learners and get feedback from them.
Video thumbnails
A video thumbnail is often the deciding factor as to whether learners will click or continue scrolling. It’s the first impression they have on crowded social media platforms. When you design a custom thumbnail, learners are more likely to click and view the video.
Using A/B testing allows you to test two versions of video thumbnails to see which one works best. You can test elements like colors and contrasts, text, facial expressions, and image style. Certain designs may work better on specific platforms, depending upon how your audience engages or scrolls.
CTAs
When it comes to CTAs, you need to focus on where to place them and how clear and relevant they are. A/B test them using different action verbs, placement, etc. You need to place them where learners are most likely to see them, such as on a landing page or at the end of a lesson.
Using contrasting colors and clear buttons can make them more visually prominent if they aren’t attracting enough clicks. You need to make them accessible and clickable on all devices. If they aren’t working, creating a sense of urgency, such as ‘offer ends soon,’ could make a difference. Keep refining your CTAs based on data and feedback.
Video length
Generally, shorter videos are more engaging but longer ones may be necessary for more complex content. You may make the mistake of thinking that cramming in more content offers more value. This can inundate learners with information that they struggle to retain.
Short videos have higher engagement levels. Organizing content into bite-sized pieces allows learners to digest them in a single sitting. Short, concise videos of one to six minutes covering a single concept or topic work best.
Refining targeting and messaging based on viewer behavior
Group learners
Using analytics to understand learner behavior can help you to group learners. Their behavior patterns can show whether they are fast learners or slow learners. This means you can recommend relevant videos that align with their learning needs. You can adjust the length, pace, and complexity of your videos for different groups.
Create adaptive learning paths
Engagement analytics show you learner behavior that clues you in on how to adjust content sequence and its complexity. For a learner who appears to struggle with a concept, you could recommend a supplementary animated video that explains it in simpler terms.
Target your messaging
The videos you offer to learners must address their level of learning. You need to promote beginner-friendly videos to new learners and more advanced videos to experienced learners.
Localize videos
When you localize videos for e-learning, it allows learners to learn in their native language with culturally relevant examples. This results in more engagement and comprehension.
Cincopa’s video hosting platform helps with all of the above so you can refine your targeting and messaging. It includes in-depth analytics and heatmaps. You can see exactly how learners interact with videos on video heatmaps, with colors showing the level of engagement. Its data dashboards update automatically with live user data so you are on top of video performance at all times. The actionable data means you can optimize your content, track engagement, and improve your campaign performance.
Conclusion: Use analytics to turn video views into enrolments
If you’re an e-learning market or online course creator and you want to improve your marketing strategy with video, you must make use of video analytics. The in-depth insights they provide help you to optimize your videos and make data-driven marketing decisions. Cincopa’s home page, you can sign up for a free trial and find out more about its video analytics and how they can help you improve your e-learning marketing strategy.
