The "Views by Last Scene" graph breaks down when viewers stopped watching their video-powered experiences based on the last scene they viewed. Viewership by scene is dependent on the program's purpose, however, it's a positive sign if the majority of viewers watched the video until the CTA scene. The chart trims off the preceding scene percentages for simplicity and clarity, and the scene order is dynamic.
This chart shows the percentage drop-off from scene to scene out of the percentage of total views.
In other words...
Views by Last Scene = The count of views by last scene/ Total views
- Wow! the CTA Scene has the majority of views, is that normal? Yes, and that's a good sign.
- Why is there such a huge dropoff on scene X? The dropoff could indicate different aspects of the scene - including length, engagement, relevance, order, or quality of information of the scene. We will work with you to review the dropoff in the context of the program.
- What is a typical drop off? Views by last the scene are very dependent on the program's use case. For example, if it's a reminder video or one a viewer has seen before, there may be a high rate of dropoff during the scenes before the CTA. It's the same if the goal of the video is to educate the viewer. Viewers may drop once they get the info they need. A high dropoff during the opening may mean that the audience wasn't properly scoped, viewers don't find it relevant, or simply that they cannot watch a video at that moment.