Are you considering using explainer videos on your website? Unsure of the choices available and how to make it convert?

Explainer videos are a great way of keeping visitors on your site for longer. We use one on each of our high traffic landing pages and noticed a significant drop in our bounce rate since we started. But where do you get started?

The guys at QuickSprout have created this infographic which includes 12 types of video you can use and 4 steps to ensure they convert.

 

In today’s fast-paced digital world, grabbing and holding the attention of your website visitors is more challenging than ever. One powerful tool that has emerged to meet this challenge is the explainer video. These short, engaging videos have become a staple on websites across various industries, effectively conveying information, boosting user engagement, and driving conversions. In this ultimate guide, we will delve deep into the world of explainer videos, exploring what they are, why they’re essential for your website, how to create them, and best practices for maximizing their impact.

Chapter 1: What Are Explainer Videos?

Explainer videos are concise, informative, and visually appealing videos that serve the primary purpose of explaining a concept, product, service, or idea. They are typically short in length, often ranging from 30 seconds to 2 minutes, making them ideal for today’s short attention spans. Explainer videos can take various forms, including animation, live-action, whiteboard animation, and more.

1.1 Types of Explainer Videos

1. Animated Explainer Videos: These are created using animation software and are versatile in portraying complex ideas in a simple, engaging manner.
2. Live-Action Explainer Videos: Featuring real people and scenes, these videos are excellent for showcasing tangible products or services.
3. Whiteboard Animation Videos: They involve a hand drawing illustrations on a whiteboard, which can captivate viewers while explaining concepts.
4. Screen Capture Videos: Perfect for demonstrating software or digital products, screen capture videos show a user interacting with a computer or mobile device.

1.2 The Benefits of Explainer Videos

Explainer videos offer several advantages for your website:

• Improved Engagement: Video content is more engaging than text or images alone, leading to longer website visits and increased user interaction.
• Enhanced Comprehension: Complex ideas or products can be simplified and made more accessible through visuals and narration.
• Boosted Conversion Rates: Explainer videos have been shown to increase conversion rates by making it easier for users to understand the value of your offering.
• Increased SEO: Search engines favor video content, which can help improve your website’s search engine rankings.

Chapter 2: Why Should You Use Explainer Videos on Your Website?

Now that we understand what explainer videos are, let’s explore why they are an essential tool for your website.

2.1 Grabbing Attention

In today’s crowded digital landscape, capturing the attention of your target audience is the first and most crucial step in turning them into customers. Explainer videos are excellent at grabbing and retaining this attention due to their engaging visuals and concise messages.

2.2 Simplifying Complex Concepts

Many businesses offer products or services that can be challenging to explain in a few lines of text. Explainer videos simplify complex ideas by breaking them down into easily digestible, visual segments. This helps your audience understand your offering quickly.

2.3 Building Trust and Credibility

Seeing is believing, and when users see a well-crafted explainer video, it can build trust and credibility for your brand. It shows that you are willing to invest in educating your audience, which fosters a positive impression.

2.4 Increasing Conversions

The ultimate goal of any website is to convert visitors into customers or leads. Explainer videos play a crucial role in achieving this by succinctly presenting the value proposition of your product or service, thereby encouraging visitors to take action.

Chapter 3: How to Create Compelling Explainer Videos

Creating an effective explainer video involves careful planning, creativity, and attention to detail. Let’s explore the steps to create a compelling explainer video for your website.

3.1 Define Your Goals

Before you start creating your explainer video, it’s crucial to define your objectives. Are you looking to increase sales, explain a complex concept, or simply engage your audience? Clear goals will shape your video’s content and messaging.

3.2 Know Your Audience

Understanding your target audience is key to crafting a video that resonates with them. Consider their demographics, preferences, pain points, and what motivates them. Tailor your video’s tone and style to match their preferences.

3.3 Scripting

A well-written script is the foundation of a successful explainer video. Keep it concise, clear, and engaging. Outline the problem, present your solution, and end with a clear call to action. Consider hiring a professional scriptwriter if needed.

3.4 Storyboarding

Create a visual storyboard that outlines each scene in your video. This helps in planning the visuals and ensures that your video flows smoothly.

3.5 Choose the Right Style

Select the style of your explainer video that aligns with your brand and resonates with your audience. Whether it’s animation, live-action, or whiteboard animation, ensure it complements your message.

3.6 Voiceover and Soundtrack

Select a professional voiceover artist who matches the tone of your video. Additionally, choose a suitable soundtrack that enhances the mood and pacing of your video.

3.7 Animation and Design

For animated videos, work on creating visually appealing animations and graphics that support your message. Keep the visuals clean and uncluttered for better comprehension.

3.8 Editing and Post-Production

Once you’ve gathered all the elements, edit your video for clarity and flow. Pay attention to pacing, transitions, and any special effects that enhance the viewer’s experience.

3.9 Optimization for Mobile

With the increasing use of mobile devices, ensure your video is responsive and performs well on smaller screens.

3.10 Testing and Feedback

Before publishing your video, gather feedback from a test audience. This can help identify any areas for improvement and ensure your video achieves its goals.

Chapter 4: Best Practices for Using Explainer Videos on Your Website

To maximize the impact of your explainer videos, follow these best practices:

4.1 Strategic Placement

Choose the right locations on your website to embed your explainer videos. Common placement options include the homepage, product/service pages, and landing pages.

4.2 Keep It Short

Maintain brevity in your videos. Most successful explainer videos are under two minutes long. Respect your viewers’ time and get to the point quickly.

4.3 Optimize for SEO

Don’t forget to optimize your video for search engines. Use relevant keywords in your video title, description, and tags to improve its discoverability.

4.4 A/B Testing

Consider running A/B tests to determine the most effective video length, style, and messaging for your audience.

4.5 Mobile-Friendly

Ensure your videos are responsive and can be easily viewed on mobile devices without sacrificing quality or loading time.

4.6 Include a Clear Call to Action

Every explainer video should conclude with a strong and clear call to action (CTA). Tell your viewers what you want them to do next, whether it’s making a purchase, signing up, or contacting you.

Chapter 5: Measuring Success

Once your explainer videos are live on your website, it’s essential to measure their success. Here are some key metrics to track:

• View Count: Monitor the number of views your videos receive to gauge their popularity.
• Engagement: Analyze how long viewers watch your videos and whether they interact with them, such as liking, sharing, or commenting.
• Conversion Rate: Measure how many viewers take the desired action after watching your video, such as making a purchase or filling out a contact form.
• Click-Through Rate (CTR): Track how often viewers click on the CTA after watching the video.
• Bounce Rate: Observe whether the presence of explainer videos reduces your website’s bounce rate, indicating higher engagement.

Conclusion

Incorporating explainer videos into your website’s strategy can be a game-changer in today’s competitive online landscape. These videos simplify complex concepts, engage your audience, build trust, and ultimately drive conversions. By following the steps outlined in this ultimate guide and adhering to best practices, you can create compelling explainer videos that captivate your audience and help your website achieve its goals. Remember that the key to success lies not only in the quality of your video but also in its strategic placement and continuous measurement and optimization. Start creating your explainer videos today and watch your website’s engagement and conversions soar.