A Data Driven Guide to How Explainer Videos Drive Conversions
Before I dive into how explainer videos can impact your conversion rates, let’s quickly examine what an explainer video really is:
Photo Credit: Quicksprout
Quite a number of startup businesses especially within the SaaS (Software as a Service) space seem to invest in developing one or more to help explain their product.
What your business needs to weigh up is whether you really need to invest in developing one for your product or service.
Today we’ll uncover some of the numbers and case studies which should make the decision process a lot easier.
Videos are an answer to the ever shortening attention spans:
The National Centre for Biotechnology information reports that the attention span of a human being today is about 8 seconds.
Photo Credit: Language wire
After studying over 50,000 pageviews, the researchers concluded that 17% of pageviews last only for 4 seconds. What about all those long blog posts that you’ve invested several hours trying to perfect? Sure there might be the odd few which read word for word but the reality is, time is scarce so at best a reader will skim read through your article.
Coincidentally, the same report also states that the average length watched of internet videos spans to about 2.7 minutes.
The report doesn’t comment on the actual length of the videos. It’s one of the reasons, why I believe that when considering all the facts surrounding videos, there is merit to going down the explainer video path.
Videos seem to engage the viewer:
A video is much easier to digest than studying a drone of alphabets spread across a white-screen. Animated videos can present a dull idea/product in a new light and should be given some serious thought.
Videos bring in the halo effect:
According to Wikipedia, “The halo effect is a cognitive bias in which an observer’s overall impression of a person, company, brand, or product influences the observer’s feelings and thoughts about that entity’s character or properties.”
An explainer video gives the viewer a deeper understanding of the product, the presentation makes it more appealing, and when done right, leaves a positive impression on the mind.
So much so, that this Invodo report says that video boosts confidence among at least 50% of shoppers.
Videos can bring in more sales/conversions:
Neil Patel, co-founder of CrazyEgg, swears by explainer videos. According to him, the below video which was previously on the CrazyEgg homepage was responsible for $21000 in additional revenues each month.
Case Study: Vidyard
Vidyard witnessed a 100% improvement in conversions when they used a video on their landing page.
Below are the results from using a video in their ‘coming soon’ landing page.
Without video: 6.5% average conversion rate
With video embedded in page: 11% average conversion rate (69% conversion lift)
With video in lightbox modal popup: 13% average conversion rate (100% conversion lift)
Yes – Video sure did work when it came to converting customers!
Videos can make your product memorable:
To understand the above point we need to recap how we remember things. It consists of four different processes:
We have already seen that videos can have a significant impact when it comes to grabbing a user’s attention. Since most explainer videos tell a story— they introduce a villain in the form of a problem and a solution as the protagonist, it becomes encoded and stored in the memory.
But the most important piece in this puzzle is retrieval. Faced with the very problem that your product solves, it’s this storytelling that intertwines the problem and the solution.
Without this association gained from storytelling, the product is a difficult sell. And that’s the very reason why high quality product videos increase cart sizes by 174%.
I should also mention that most buyers (99%) don’t make a purchase on their first visit.
They leave with the intent to buy and the strength of the story telling drives them back.
Psychologists attribute this to the how the brain is structured. The human brain is designed to learn best in multi-sensory environments.
Videos simulate real-life experiences, along with sounds which are triggers to remembering information.
Now that we have a good idea in terms of numbers and results of using explainer videos, let’s explore the different types of videos your business can create.
The Types of Explainer videos
1. Non-Animated Videos
A non-animated promotional video explaining what the product does includes real people using the product. They could either be actors or in our example below, the founder himself.
Why should you buy them? Because they’re f***ing awesome!
Another good example is from Airbnb. Here the scenes change consistently but the woman remains the same, always seated in comfortable cosy structures.
2. Animated Explainer Videos
These are becoming more and more popular and part of the reason is because in comparison to ‘real life’ style videos where actors, production crew, venue need to be hired, an animated version doesn’t require these (hence the lower price tag).
Check this one out for our client, Crazy in Love in Melbourne, who have successfully employed this animated video to ‘explain’ how a bride to be can plan their own wedding.
Does video length affect watch time and conversions?
The Short answer “yes”.
But you aren’t here for short answers right?
Surveys conducted by Ooyala Global Video Index indicate that people watching videos on tablets watch up to 10 minutes or more of video.
However, when it comes to mobile phones the viewing time is much lower— only 50% of the viewing time they spend on tablets.
On average, it seems people can watch videos up to 6 minutes long without dropping off.
“The share of time spent watching video on mobile phones and tablets continues to grow quickly. The overall share of mobile video plays jumped 36% last quarter, while tablet video’s share of time watched increased by 72%. Together, the overall share of time spent watching video on mobile devices and tablets increased 64% in Q2 2012.”
This implies that the player you use and the website where you host your video should be optimised for mobile and tablet users.
There’s something else that you should know.
Engagement metrics vary by a significant margin when it comes to engaged viewers:
Research by Forrester found the following characteristics relating to engaged online video viewers:
* They watch more than one hour of video per week
* They devote around 7 minutes or more for a video
* They pay more attention to online video.
But how do you make the video engaging?
In the words of Neil Patel “It’s not about the script, not the video”
But for the script to have the potency to engage your target audience, it should address real concerns.
Now, how do you do that?
Let’s look at what Groove did.
They used Kissmetrics to determine who their most engaged customers were and then they picked up the phone and started asking them what they could do to make Groove better?
The 4 key questions they asked were:
“What problems were you hoping Groove would solve when you signed up?
What has your experience been like so far?
What was getting started with Groove like?
What was your aha moment — the moment you knew you loved Groove?”
After collating this feedback, they designed a landing page with one large frame explainer video that addressed all these concerns.
Crisp, clean and succinct (barely a minute in length). This change along with a few other tweaks saw them double their conversions!
If you want to consider producing an explainer video for your website or another specific purpose, take the time to understand what are some of the pain points your product or service addresses. Understand the problem, develop a script, ensure the voice over (or talent) matches the industry and script, then lastly bring it all together.
As I said before, the value of the script shouldn’t be understated – no point telling a poorly written story using fancy animations or actors when your audience won’t resonate with the message.
Have you used explainer videos before? Share your experience with us in the comments section below.
How to Promote Your Content in LinkedIn Groups
Like most, sorry, ANY social networking site, the primary goal of a LinkedIn group is to create a hub for quality connections and conversations.
LinkedIn is a professional network, focusing on B2B relationships, which means the quality of the interactions are much higher than those from micro platforms such as Twitter or Snapchat.
LinkedIn Groups is a great vehicle to grow your network and build more connections around your niche, passions and interests. Given that LinkedIn is such a fertile ground for sowing and nurturing interactions, you want to be able to share your content and gain valuable feedback from the community.
But the question is, how can you share your own content in LinkedIn groups without being flagged as spam, especially given the number of groups where people dump their article links and run.
Don’t Put The Cart Before The Horse
First, build your credibility and trust. This is what makes people pay attention and hear you out. Always look for new and better ways to add value to the community before starting to sprinkle your links like confetti all over the place.
Take the pulse of what’s hot in the groups and give some context to your posts. The more relevant and meaningful your content is for a particular group or conversation, the higher the propensity to attract more comments, shares and yes… clicks!
Also, don’t ignore the group manager. He is the community gatekeeper and you want to build a strategic relationship with them and earn their trust. Your content is much more likely to be accepted and well-received by the group manager if they know who you are beforehand.
Give Your Content Some Context
Make your post like a piece of the puzzle that will make the reader stop and think. Be strategic in the way you share your content in groups. If you were at a party, would you barge into a conversation and just hand over your business card? The team at Social Adviser have done a brilliant job of using humor to showcase some of the common mistakes people make on LinkedIn!
Would you rather engage with a post that is simply a link to an article with no intro or one which adds to the conversation, possibly hype up the community and create some buzz? Definitely the latter if you ask me and the below is a prime example of a topic which has achieved its purpose.
Here’s a great tip for smoothly introducing your content as part of the discussion. This recommendation comes from John McTigue of Kuno Creative, and he suggests sharing the main theme of your content in the form of a question or comment and including a link back to your site in the comments section.
I like this approach as you’re helping other members through a resource created by your business in a non-intrusive manner.
Remember, your goal here is to build your credibility within the group so members will be much more likely to reciprocate your contributions by sharing, liking and clicking on your links.
Here is another helpful tip from the Content Marketing Institute – they recommend creating a spreadsheet of all your content and the LinkedIn groups that are most relevant to your content marketing strategy.
So, for each new piece of content you create, whether it’s a blog post, podcast, video, presentation, etc., identify the LinkedIn groups that your content could be useful for.
Go Where The Wind Blows
LinkedIn Pulse (LinkedIn’s Publishing Platform) is a great resource to search for relevant and timely content on LinkedIn. These are the conversations you want to contribute to, like, comment, tag other members that you want to be noticed by, praise their work (or be negative if you don’t believe in their views but justify your reasons) and build quality connections.
Post Your Content Manually
Automation can only take you so far and, in the end, what makes great conversations is personalised interactions, spontaneity and value. If you truly care about your brand and want to position yourself as a thought leader, you need to post discussions manually in the groups. The last thing you want is for a scheduled post to go live and not being present to interact with any potential activity around the topic.
Mark Vang says “Stop using Hootsuite or other such tools to post to groups. If you can’t take the time to visit the group personally, engage with a couple of other posts then make your post – you’re just wasting your time.”
LinkedIn Groups can help you increase your access to key payers in your niche, attract new prospects, stay in touch with existing clients, find new business opportunities, generate more referrals and invitations to speak at events and much more.
The keyword here is relevance. Get genuinely involved in the groups where your most target audience plays. Read the posts and comments, like, comment and share other people’s content and creatively engage members through constructive dialogue. Always be speaking to the group’s main purpose or interests and soon you too will rank among the key thought leaders in your niche.
I’ll close with this piece of advice from Petra Fisher when it comes to sharing content in groups:
“A LinkedIn discussion is made up of two or three elements. There is the subject, the body and if you like a link. NEVER a link without a discussion starter. Why would I click on the link? Entice me. Tell me what is so interesting about the article .What will I gain from reading it? Even better, pose a question about the article to encourage comment.”
So what are your thoughts on sharing your content in LinkedIn groups? What has worked for you? I’d love to hear your insights in the comment section below.
How Often Should Your Company Blog [Infographic]
How often should you blog? This is a question we’re posed at least once a week and most of the time it’s easy to provide an anecdotal response (based on experience).
Thanks to the guys at HubSpot, we now have access to some of the blogging data compiled from their 13,500 customer database.
To help you digest some of the key themes from HubSpot’s benchmark data, we have compiled an infographic which illustrates these ideas:
1. Blog more than 16x per month to bump your traffic
2. Blogging more than 16x per month results in more leads
3. Having more blogs on your website evidently results in more leads.
What has your company experience been with blogging? Please share your insights in the comments section below.