# Understanding Intent

Instead of digging through raw metrics like time spent, clicks, or completion rates, Storylane summarizes engagement into a simple signal:

* **High intent** - strong interest and meaningful engagement
* **Medium intent** - moderate exploration
* **Low intent** - minimal interaction

This gives you a fast way to identify which demos, buyers, and deals are actually progressing.

<div align="left"><figure><img src="/files/IwJ8Mxjq6GvkCBwSg2Sx" alt=""><figcaption></figcaption></figure></div>

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### How intent is calculated

Intent is based on three key engagement signals from demo sessions:

* **Time spent** in the demo
* **Steps completed** (how much of the demo was viewed)
* **CTA interactions** (e.g. clicking a “Book a call” or similar action)

Each session is evaluated against these signals and assigned an intent level automatically.

There’s no setup required - it works out of the box.

***

### How intent works across Storylane

Intent starts at the session level, then rolls up differently depending on where you see it in the product.

#### Session level

Each individual demo session is classified as Low, Medium, or High intent based on engagement.

#### Demo analytics

In demo analytics, intent is named 'Performance', reflects the **average engagement across all sessions** for that demo.

This helps you understand how well your demo performs overall - not just based on a single viewer.

#### Deals (Buying Intent)

In [Deals](/analytics-and-performance/deal-intelligence.md), intent reflects the **average engagement across all sessions tied to that opportunity**.

This gives you a clearer picture of how engaged the buying group is, not just one person.

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#### Summary

| Level            | What it represents                            |
| ---------------- | --------------------------------------------- |
| Session          | Intent from a single demo session             |
| Demo (Analytics) | Average intent across all sessions for a demo |
| Deal             | Average intent across all sessions for a deal |

***

### How intent is used in A/B testing

Intent is also used to determine the winner in demo [A/B tests](/analytics-and-performance/a-b-testing.md).

When comparing two demos, Storylane evaluates overall performance using engagement signals (time spent, completion, and CTA clicks).

The demo with **higher overall intent** is considered the winner.

This ensures you’re not just optimizing for clicks or views - but for meaningful engagement that actually reflects buyer interest.

***

### How to use intent in practice

#### Prioritize high-intent deals

Focus on deals with **High buying intent** - these opportunities show strong engagement across stakeholders.

#### Spot risk early

If a deal has **Low intent**, it may not be as active as it appears in your CRM.

#### Improve demo performance

Use demo-level intent to understand which demos drive deeper engagement, and optimize or replace underperforming ones.

#### Make better decisions with A/B tests

Use intent-based winners to confidently choose demos that drive real buyer interest - not just surface-level activity.

***

### Can intent be customized?

Yes. Intent thresholds can be adjusted based on your use case.

If you’d like to customize what qualifies as High, Medium, or Low intent, reach out to our team.

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### Where you’ll see intent

Intent appears across key parts of Storylane:

* **Sessions** → to measure intent of each individual session
* **Demo Analytics** → to measure performance
* **Deals** → as Buying Intent at the opportunity level
* **A/B Testing** → to determine winning demos

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### Why intent matters

Most analytics tools show you activity.\
Intent shows you **quality of engagement**.

Instead of asking:

* “Did they view the demo?”

You can answer:

* “Did they actually care?”

That’s what helps you:

* Prioritize better
* Forecast more accurately
* Prove demo impact on pipeline

***

If you need help or have any questions, feel free to contact us at <support@storylane.io>.


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