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Are People Watching Your Landing Page Videos? Here’s How to use Google Tag Manager to Check


In 2018, video marketing has become ubiquitous in news feeds and it’s one of the best tools for persuasion you have available to you. In fact, 72% of businesses say video has improved their conversion rates. Naturally, because your landing pages are designed to persuade and convert, it makes total sense you’d want to use videos to boost the power of your offer.

But how do you know if visitors are actually interacting with your landing page videos? If you’re spending money on producing video content (especially if it’s offer-specific), you’ll want to know if your target audience is engaging.

While some of you may have access to a video marketing platform and resulting analytics, this post is going to share how you can get view information for YouTube video players using the free tool Google Tag Manager.

Once you follow the steps below for your Unbounce pages, you’ll be able to see:

  • If visitors are actually watching the videos on your landing pages
  • The duration of how long visitors are watching for, and
  • Where visitors are dropping off (this can help you understand what content to modify to keep visitors engaged).

First up: Add Google Tag Manager to Track Your Landing Page Videos

This is really easy to do in Unbounce. First:

  1. Head to the Script Manager under your Settings tab.
  2. Then, click the green “Add a Script” button.
  3. Next, select the Google Tag Manager option.
  4. Assuming you’ve already signed up for Google Tag Manager, you can add your Container ID.

Set up of Google Tag Manager

Lastly, attach your domain to the script, and you’re all set!

Once you have the script saved, use Google Tag Assistant to confirm the tag is working. After setting up this Tag Manager, next we’ll want to define how we want to track user interactions with our YouTube embeds, which brings us to…

Create Tags to Track Video Engagement

On September 12, 2017, Google Tag Manager released the YouTube Video Trigger which finally gave marketers the opportunity to track engagement from embedded YouTube videos within Google Analytics. Tag Manager added built-in video variables, and we want to confirm they are selected before creating any tags or triggers.

When you get to the Variables page in Google Tag Manager:

  • click on the red Configure button, and simply check the boxes for all the video variables, as seen in the image below:

Configuring Built in Variables

Next, we can create our trigger. Triggers control how the tag will be fired. The only option we need is the YouTube Video trigger type.

From here you can select the specific information you want to capture. These actions include when a user starts a video, completes a video, pause/seeking/buffering, and the duration of how much of the content they actually watch.

See how people are engaging (or not) with landing page videos

In the image above, we see just one option of a trigger you can create. If you choose to select ‘Progress’, you have to choose either Percentages or Time Thresholds. It has to be one or the other. You can’t do both. Using Percentages, you can add any number you like (i.e. it doesn’t have to be the numbers I used in the example above). Tag Manager will automatically add 100 for a completion.

On the other hand, if you choose ‘Time thresholds’, you will add the numbers (in seconds) you’d like to have recorded in Google Analytics. If your campaign focus is on views, I’d stick with Percentages. But, if you want to see where users are dropping off to help you improve the content of your videos, Time Thresholds is a good choice.

Lastly, choose when the trigger will fire. By default Tag Manager will fire the trigger on all videos, but you can choose to fire on only some videos.

You can also make your video triggers a lot more specific. The image below shows several options you have to fire the tag on a variety of custom variables for your YouTube videos. If you only want to track videos on certain landing pages, you can do that, but if you only want to track certain videos no matter what the landing page is, you have that option too. Create the trigger which will give you the data you need to make better decisions about the videos on your landing pages.

Now let’s set up the tag!

The image below is just one example of a completed tag set up. Here, you can change the Category, Action, and Label to capture the appropriate video data you want to collect. You can also research and find some cool custom versions of these tags like Simo Ahava’s YouTube Video Trigger. There are many options out there, so find the tag which works best for you.

Now that we can track the YouTube video interactions, let’s view the data.

View the Events Report in Google Analytics

In Google Analytics, head over to Behavior > Events. In the Overview or Top Events sections, you can see the Event Category lists of whatever you are tracking. While Event Category is the default view, you can switch to Event Action or Event Label to get deeper data depending on how you set up your tag.

So, how do you relate YouTube video tracking with our landing pages? Easy. Click on Secondary dimension, search for “landing pages” and select it. From here you’ll be able to see the page URL path alongside the current view you have pulled up.

We now have the data in Google Analytics to view which videos users interact with the most, how long are users watching the embedded YouTube videos, and which landing pages are actually seeing video engagement.

Now You Have Data to Improve the Videos on Your Landing Pages

If you find visitors barely watch your videos (think viewing less than 30% of the content), you now have data to push your team to modify the length of the videos, for example, or get to your key message differently (perhaps you have a really long intro?).

If the data shows users aren’t watching your videos at all, you may want to replace the video on your landing page with other, more customized options, or even text that sums up the value props presented. Finally, if you identify really popular videos, it could be a great opportunity to determine if there are opportunities for reuse on other relevant pages, too.

Overall, you won’t know whether page visitors resonate with the videos on your landing pages unless you track this. Let me know in the comments below if you have any questions on the setup above – happy to jump in with answers.

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Are People Watching Your Landing Page Videos? Here’s How to use Google Tag Manager to Check

Breaking Out Of The Box: Design Inspiration (April 2016)

Editor’s Note: Some people simply have the magic touch for digging up design goodness. Today, we are proud to present the brilliant gems that Veerle Pieters has dug out, letting us explore a fresh breeze of photography, art, type, print as well as web design projects.
As designers, we have our good and bad days. Some days ideas come naturally. Other days we struggle or have moments where we are really stuck.

Originally posted here:  

Breaking Out Of The Box: Design Inspiration (April 2016)

Arabic Calligraphy – Taking A Closer Look

Arabic calligraphy was originally a tool for communication, but with time, it began to be used in architecture, decoration and coin design. Its evolution into these major roles was a reflection of the early Muslims’ need to avoid, as their beliefs required, figures and pictorials that were used as idols before Islam was established in the Arabian Peninsula.

While the Arabic tribes preferred to memorize texts and poetry, the first Muslims tried to document their holy book (Qur’an Kareem) using the scripts that we’ll look at in this article.

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Arabic Calligraphy – Taking A Closer Look

A Guide To PHP Error Messages For Designers

PHP is widely available with inexpensive hosting plans, which makes it a popular choice for developers who write software for the Web. From big platforms, such as WordPress, down to small scripts, such as ones to display image galleries or to send forms to email, thousands of script and products are out there written in PHP that can be installed and used even if you don’t know much about PHP yourself.

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A Guide To PHP Error Messages For Designers

How To Use AJAX In WordPress

In the last few years, AJAX has crept onto websites and slowly become the way to create dynamic, user-friendly, responsive websites. AJAX is the technology that lets you update the contents of a page without actually having to reload the page in the browser. For example, Google Docs utilizes this technology when saving your work every few minutes. This article has been reviewed and updated on July 14, 2017.

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How To Use AJAX In WordPress

PrefixFree: Break Free From CSS Prefix Hell

This article is the first piece in our new series introducing new, useful and freely available tools and techniques presented and released by active members of the Web design community. Lea Verou is well-known for her experiments with CSS and JavaScript and in this post she presents her recent tool, prefixfree, which will hopefully help you break free from the CSS prefix hell.
So What’s the Problem With Prefixes? I’m sure we all agree that CSS3 is pretty cool and that it enables us to do things that were previously impossible.

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PrefixFree: Break Free From CSS Prefix Hell

25 Impressive Free High-Quality Fonts

Every now and then we look around, select fresh free high-quality fonts and present them to you in a brief overview. The choice is enormous, so the time you need to find them is usually time you should be investing in your projects. We search for them and find them so that you don’t have to. [Links repaired January/15/2017]
In this selection, we’re pleased to present Pompadour Numeral Set, Lato, Crimson Text, Espinosa Nova, Musa Ornata, Spatha Sans, ColorLines, Roke1984, Neuton, Avro, Baurete and other fonts.

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25 Impressive Free High-Quality Fonts

30 Brilliant Typefaces For Corporate Design

Designing a beautiful, legible typeface is hard work and takes time and patience. The type family has to convey a message clearly and effectively, regardless of the setting in which it is used. Of course, thousands of freely available fonts are out there, and some free fonts are very impressive. Yet only a few free fonts manage to beat the look and feel of a carefully designed professional typeface, one that has been painstakingly developed over years with a close attention to tiny details.

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30 Brilliant Typefaces For Corporate Design

Handy Tweaks To Make GIMP Replace Photoshop

GIMP is the favorite graphics editing program of many designers and graphic artists. It is free and compatible with Windows, Mac and Linux (the two big reasons for its popularity). It has a wide array of features, as well as plug-ins, filters and brushes. Documentation is primarily available in online communities, as well as through extensive add-ons. [Updated May/02/2017]
GIMP was never designed to replace Photoshop, yet with every release, it comes a little closer to being able to do so.

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Handy Tweaks To Make GIMP Replace Photoshop

60 Brilliant Corporate Fonts

Typography is more than being legible and looking good. Among other things, effective typography manages to achieve two important objectives: a) to create an appropriate atmosphere and enable users to develop trust toward the site and b) to make sure visitors get the main message of the site and (if possible) become interested in the services offered on the site. Since written text is the most efficient instrument to communicate with visitors precisely and directly, the power of typography shouldn’t be underestimated.

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60 Brilliant Corporate Fonts