Understanding Video Conversion Metrics

This article explains how VideoPoint measures the impact of your video content on sales, and how to read the conversion metrics in your dashboard.

Conversion rate uplift

Conversion rate uplift is the difference between the conversion rate of shoppers who watched your videos and shoppers who did not. This is your primary indicator of video impact.

For example, if shoppers who watched videos convert at 4.5% and shoppers who did not convert at 3.0%, your conversion rate uplift is 50%. VideoPoint calculates this automatically.

Video revenue and video orders

Video revenue is the total revenue attributed to shoppers who interacted with your video content before purchasing. Video orders is the count of those purchases. Both metrics include direct video purchases, influenced purchases, and cross-product influence.

ROI

ROI compares your video revenue to your VideoPoint subscription cost. This tells you whether the revenue generated by shoppable video justifies the investment.

Reading the funnel

The analytics funnel shows drop-off at each step:

• Widget load: How many page visits included a widget loading on screen.
• Widget view: How many shoppers actually saw the widget (it entered their viewport).
• Widget click: How many shoppers interacted with the widget.
• Video watch: How many shoppers watched at least one video.
• Product card click: How many shoppers clicked a tagged product.
• Add to cart: How many shoppers added a product to their cart after watching.
• Order: How many shoppers completed a purchase.

If you see a large drop-off between widget load and widget view, the widget may be placed too far down the page. If the drop-off happens between video watch and product card click, the product tags may need improvement.

Using metrics to improve

• Compare performance across widget types and pages to see where video has the most impact.
• Identify top-performing individual videos and feature them more prominently.
• Use video-level data to select the best content for paid ads.