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Analyze the drop-off rate of your videoask

You've created and shared a beautiful videoask, but people just aren't completing it the way you hoped. ūüė© Why not?

There are many factors that can cause a respondent to abandon a videoask or fail to fill out your contact form (leading to lots of anonymous Human responses).

Figuring out exactly why people are bouncing from your videoask will take a bit of experimenting and troubleshooting, but the first step is understanding where exactly they're getting stuck.

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A multi step videoask requires a respondent to complete each step before they can advance to the next one. Depending on your respondents' engagement, connectivity, or other factors, they may not have the desire or ability to advance all the way through your videoask flow.

To ensure you're getting the desired engagement and results from your videoask, it's important to understand where respondents may lose interest or struggle to complete a step. There are two places within your videoask dashboard that can be helpful to analyze this: your metrics tab and drop-off analysis.

Check the drop-off rate of your videoask

1

Click Build to open your videoask builder.

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2

On the lower right-hand side, click the Show Drop-off icon.

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3

This will enable drop-off analysis inside the builder. Select the time frame for your analysis.

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4

Set a Warning threshold. 

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When the drop-off rate is higher than the threshold you set, the rate will turn red to make it easier to spot steps that could be optimized.

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5

If you hover over the eye icon you can see the following metrics for each step:

  • # of respondents who landed on this step
  • # of respondents who watched more than 75% of the video for this step
  • # of respondents who advanced from this step to the next step
  • the overall drop-off rate for this step

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Note: If you have chosen to skip data collection for a step in your videoask, we will still track data for the drop-off analysis but you will not see responses for that step in your inbox.

If you see a step that has no metrics, it means no respondent managed to get to this step of your videoask.

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7

To turn off the drop-off analysis, simply click the drop-off icon again in the bottom right-hand corner of the builder.

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Optimization tips

If you're seeing a very high drop-off rate between steps, this could be caused by a number of factors. Here are some key elements to consider:

Video length

In general, the longer the video, the less likely people are to watch its entirety. Is your video authentic and engaging? Is it as concise as possible?

If you've chosen to delay the answer prompt until the end of a long video, this may frustrate respondents enough that they don't respond at all.

Contact form placement

Asking someone for their contact details can be a tricky thing. Placing the contact form after the first step of your videoask may deter respondents from continuing because they are not yet sufficiently invested or engaged with the experience to share their information.

While this is no sure-fire way to improve your drop-off rates, experimenting with the placement of your contact form is a good place to start.

A few options worth trying:

  • Place the contact form as far into your videoask as it makes sense for your flow. If using conditional logic, enable multiple contact forms.
  • Build trust by using your video to explain why you're asking for their contact information and how it will be used. You can also include a consent checkbox in your contact form for similar effect.
  • Make contact form fields optional. While respondents will still be prompted to fill out the contact form, they will still be able to advance through your videoask if they prefer not to.

Videoask structure

Your videoask structure may be one of the more complex elements to pinpoint what isn't working with respondents. Here are a few good places to start:

  • Experiment with the order of steps or the content itself. In the example above, one step of our quiz was too difficult so no respondents answered it correctly. In this situation changing the question itself would help with the drop-off for this part of the videoask.
  • Refrain from making videoasks that are longer than 10 steps. Because respondents require a strong connection to view and answer a videoask, the more steps you have the more likely a respondent is to drop out of the videoask if they don't have a stable connection.
  • If you need to use many steps for your flow, consider redirecting between multiple videoasks. If you do so, make sure to use variables to pass contact information between videoasks.
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