Why Explainer Videos are so Effective
When it comes to internet marketing, there are numerous standard tools employed to enhance conversion rates. Top marketers understand the significance of a visually appealing website in creating the best first impression for your business or blog. They also recognize the importance of excellent copy and headline writing in delivering clear and compelling messages. Additionally, testimonials play a crucial role in building credibility.
All these elements work together to increase conversion rates and boost the sales of products and services. But are these the only tools companies can use to improve conversion rates?Or is there an even more powerful option worth considering?
Introducing the Secret Conversion Weapon – The Explainer Video
Many businesses are now discovering a powerful tactic to boost conversion rates: the explainer video. Explainer videos are short, engaging clips that narrate a company’s story. Whether they use clay animation, hand-drawn animations, or digital drawings, these videos offer a clear and effective way for businesses to convey their value proposition.
For instance, Rypple, now known as Work.com and owned by Salesforce, added an explainer video to their homepage and saw a 20% increase in conversion rates. Around 30% of page visitors watched the video, and about 50% of those viewers watched it in its entirety.
Dropbox is another startup that capitalized on the power of explainer videos. By featuring a single video on their homepage, they achieved over a 10%increase in conversion rates. With the video viewed 750,000 times in just one month, this 10% increase translated to several thousand extra sign-ups per day.
Here’s the explainer video that Dropbox used to boost conversions.
As demonstrated, explainer videos are excellent for driving conversions. But why are they so effective?
Why Explainer Videos Are So Effective
Sorry, you lost my attention. What did you say?
A study on web usage revealed that the average attention span in 2024 was 8seconds, down from 12 seconds in 2000. This shows how technology is impacting us, leaving us with a shorter attention span than a goldfish, which has a 9-second attention span.
For marketers, this is crucial as it indicates that businesses have only 8 seconds to capture attention with their landing pages. It's essential to ensure your website loads quickly, so you don't waste those precious seconds. Equally important is having content that engages visitors immediately.
This is where explainer videos come in.
Explainer videos are not only excellent for informing customers about your business, but they are also effective at holding their attention. With a well-crafted script, you can keep viewers engaged every 8 seconds, which equates to about every 20 words. On average, explainer videos are watched for about 2.7 minutes, whereas only 20%of website text is typically read.
Other Benefits of Explainer Videos
Visual and Verbal Learning
Are cent study involving 221 undergraduate students found that 105 were visual learners, 105 had non specific preference (bimodal), and only 11 were verbal learners. Explainer videos cater to all these groups by combining visual and verbal cues. Research shows that people retain over 50% more information through the use of these combined learning cues.
Clear Presentation
Explainer videos excel at clearly communicating your business’s value proposition. While persuasive copy is effective, the integration of speech, text, and graphics enhances clarity. Jesse Goldman, VP of Customer Success at Rypple, notes, “I hear from many people at top companies that say a video communicates a clear story that they can easily relate to. This probably also explains why overall engagement with the app is higher.”
Forced Simplification
Creating explainer videos compels businesses to distill their product offerings into a concise 60 to 120 seconds and 150 to 300 words. This process necessitates finding the most effective way to quickly and clearly convey the benefits of their product or service. Video scripts, with their word limits, ensure that more is communicated with less text.
Greater Shareability
Videos not only tend to be fully consumed with higher retention rates, but they are also more likely to entertain and impress. Engaging and humorous videos are among the most shareable types of online content, making explainer videos more likely to be shared with family and friends.
Wrapping Up
Explainer videos are an excellent way to connect with customers, clearly communicate your business’s value proposition, and capture attention. Companies such as Google, Crazy Egg, and Inbenta, among many others, are using these videos to increase conversion rates.
If your business aims to boost conversion rates, an explainer video might be the secret weapon you need.