When it comes to web video production, there are many routes you can take. You can go for “talking head” web videos if you want to keep things straightforward and simple. If you have a few important points you want to get across, you can settle for a slideshow vid.
BUT if you want to take your business to a whole new level, very few formats could match what explainer videos (sometimes called overview videos) can deliver.
The MASSIVELY positive impact of explainer videos (especially on conversion rates) has been well documented by companies of different sizes and from different industries.
1. Dropbox, a popular cloud-storage and syncing solution, decided that they want to keep it simple by adding just one explainer video to their homepage, and this decision is something they’re certainly satisfied with after seeing their conversions break the 10% mark. To make it even sweeter, their explainer company video got over 750,000 views in a single month, which means that single vid brought them over 75,000 signups!
2. Rypple, who later on changed their domain to Work.com, is a social performance management platform that’s owned by Salesforce.com. After adding an explainer video on their homepage which elaborated on what they specifically do, their conversion rates enjoyed an impressive increase – skyrocketing to over 20%!
Moreover, according to Jesse Goldman, Rypple’s VP of Customer Success, about 30% of their total homepage visitors watched the video and 50% of these viewers took the time to see it from start to finish.
3. Last but not least, we’ve got StacksAndStacks.com, which is a housewares e-retailer. And according to their tests, people who saw one of their explainer and product videos are 144% more likely to buy from them than those who just read the product descriptions.
It shouldn’t take a rocket scientist to figure out that explainer videos, when created with the RIGHT message and objective in mind, can do wonders for your business, big or small.
Unless you have the financial firepower to pay a top-dog copywriter like John Carlton, achieving such impressive conversion rates is almost impossible with just a text- and image-based landing page. Now, you may be wondering: “What do explainer video productions have that, say, a ‘talking head’ vid (or any other format) doesn’t?”
To keep it simple, the answer is: A LOT. Let’s take a look at some of them:
Efficient Delivery Of Content: I’m sure you’ve seen landing pages or homepages that have reams and reams of text content. BUT have you read those? If you’re anything like the average internet surfer, you probably haven’t. That’s not just heart-reaking for a business-owner who paid good money to have that sales page written, it’s very costly, too!
With explainer videos, however, you don’t have to put up with such problems. On average, these vids are watched for about 2.7 minutes, which amounts to about 28% of a text-only landing page. Have the right elements and script for your explainer video and that 2.7-minute bracket is enough to turn viewers to signups or even paying customers!
Easy Consumption By Viewers: Looking at a study with 221 undergraduate students as participants, it turned out that 105 don’t have any learning preferences, 11 are verbal learners, and the rest (105 undergrad students) are visual learners.
With explainer videos spearheading your video marketing efforts, you won’t have to worry about what your target audience’s learning preference is. Catering to visual, verbal, and bimodal learners, a well-crafted explainer video can facilitate retention by up to 50%.
Quick And Crystal Clear Presentation Of Your UPS: In a 2012 study, it was discovered that a human’s average attention span only lasts 8 seconds. That’s a 30% plunge from 12 seconds, which was the average attention span in 2000. To put things into perspective, a goldfish, with its 9-second average attention span, can focus better than us – and we’re supposed to be a superior product of billions of years of evolution!
Now, we’re not here to talk about Charles Darwin’s theory or the not-so-pleasant effects of technology on our ability to pay attention. As a business- or website-owner, what you’d like to pay attention to is: “How do I capture my audience’s minds within 8 seconds!?”
When done right, explainer videos do EXACTLY that. With your value proposition seamlessly integrated into it, an overview video wastes no time in showing what you do and what’s in it for your viewers. Equipped with the RIGHT script, you can easily retain your viewers’ attention every 8 seconds.
And speaking of script and video storyboards, you don’t even have to spend a dime to get one! For years, Video Chef and our crew has been helping business- and website-owners like you to get an edge against the competition with our top-notch video creation service. To make the deal even sweeter, we’ll create an explainer video script for you free of charge!
Why not fill out our online form? Give us 4 days and we’ll get back to you with a hard-hitting script that pushes ALL the right buttons.