The 22-second cliff
A SaaS landing page leaned on an explainer video. Plays were healthy, but trial signups from video-watchers lagged behind everyone else — the opposite of what they expected.
The clue was the video's second-by-second retention graph. A sharp cliff sat at 0:22: 70% of viewers dropped there. That was exactly where a 15-second logo-and-mission intro ended and the actual product demo began. Most people quit before seeing what the tool did.
They cut the intro and opened on the product in action at 0:03.
Viewers reaching the demo rose from 30% to 68%, and trial signups from video-watchers went from 1.1% to 3.4%.
The lesson: a healthy play count says people pressed start, not that they reached your point. Read the retention curve and find the exact second they leave — the fix is almost always right before the cliff.
The Pixel Diary
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The 22-second cliff
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