what is unbounce
CATEGORY
DID YOU KNOW WE HAVE A PODCAST?

Become a Better Marketer. Anytime, Anywhere.

Listen and learn on the go with Unbounce’s Call to Action marketing podcast. Tune in and get inspired in the car, while you cook, or at the gym.

Why Explainer Videos Increase Conversion Rates by 20%

If it’s good enough for Tom Cruise (as I shed a tear at his dramatic fall from any level of respect) it’s good enough for you. (Image source)

When it comes to internet marketing, there are a lot of standard tools used to increase conversion rates.

The best marketers know how important a beautiful website is to give people the best first impression of your business or blog. They also know how important excellent copy and headline writing are for sharing clear and compelling messaging. And last but not least, they know how important testimonials are for boosting credibility.

All of these work together to increase conversion rates and sell more products and services.

But are these the only tools that companies can use to increase conversion rates? Or is there an even more powerful option that can be considered?

Introducing the Secret Conversion Weapon – The Explainer Video

Unbeknownst to many, there’s a conversion tactic that many businesses are starting to use to increase conversion rates. It’s known as an explainer video.

Explainer videos are short videos that tell a company’s story. They can be claymation, hand drawn, or digital drawings, but no matter what, they provide businesses with a way to clearly and effectively convey their value proposition.

Rypple, recently changed to work.com, a social performance management platform owned by Salesforce, recently added an explainer video to their homepage and increased conversion rates by 20%. Approximately 30% of the page visitors watch the video and approximately 50% of those viewers watch the video in its entirety.

Dropbox is another startup that has taken advantage of the effectiveness of explainer videos by limiting their homepage to a single video. This video increased conversion rates over 10%, and with the video being viewed 750,000 times in one month alone, the 10% increase resulted in several thousand extra sign ups per day.

Here’s the explainer video that Dropbox used to increase conversions.

As you can see, explainer videos are great for conversions, but why?

Why Explainer Videos are so Effective

Sorry, you lost my attention. What did you say?

According to a study about web use, the average attention span in 2012 is 8 seconds, down from 12 seconds in 2000. Apparently, technology is affecting us so much that we now have a shorter attention span than a goldfish, which have a 9 second attention span.

But more importantly, for marketers, it shows that businesses have only 8 seconds to capture attention with their landing pages. Not only do you need to make sure your hosting is fast enough so you don’t waste those 8 seconds with load times, but you also need content that engages people and engages them quickly.


This is where explainer videos come in.

Not only are they great at getting customers to learn more about your business, but they’re also great at keeping attention. With the right script, you can maintain attention every 8 seconds which is approximately every 20 words. The average explainer video is watched on average for about 2.7 minutes, compared with 28% of website text shown to be read on average.

Other benefits of explainer videos include:

Visual and verbal learning

A recent study of 221 undergraduate students showed that 105 were visual learners, 105 were bimodal (meaning no preference), and only 11 were verbal. Explainer videos take advantage of this by offering visual and verbal cues for learning. This appeals to all three groups. It’s also been shown that people retain over 50% more information through the use of visual and verbal learning cues.

Clear presentation

Explainer videos are one of the best ways to clearly convey your business’s value proposition. Persuasive copy is good, but the combination of speech, text and graphics help to communicate even more clearly. Jesse Goldman, VP of Customer Success at Rypple has this to say about explainer videos: “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

Explainer videos force you to compress your product offering into 60 to 120 seconds and 150 to 300 words. This exercise requires businesses to find the best way to clearly and quickly convey the benefit of their product or service. Video scripts limit the number of words, requiring more to be said with less text.

Greater shareability

Not only are videos more likely to be consumed entirely with more information retained, they’re also more likely to entertain and impress. Interesting and humorous videos are one of the most shareable types of online content, making explainer videos more likely to be shared with family and friends.

Wrap up

Explainer videos are a great way to connect with customers, clearly convey your business’s value proposition and capture attention. Other companies that are using these types of videos to increase conversion rates include the following: Google, Crazy Egg and Inbenta and many more.

If your business is looking to increase conversion rates, an explainer video may be exactly the secret weapon you need.

— Andrew Angus


default author image
About Andrew Angus
Andrew Angus is the founder and CEO of Switch Video, a North American company that produces simple explanatory videos that help clients clearly explain what they do and engage with their prospects. Angus, a well respected leader in the explainer video industry, spearheads the movement to integrate brain science and web metrics into the production of animated explainer videos.
» More blog posts by

Comments:

  1. Why Explainer Videos Increase Conversion Rates by 20% | Unbounce | Note to self

    […] http://unbounce.com/conversion-rate-optimization/explainer-videos-increase-conversions/ Share this:TwitterFacebookLike this:LikeBe the first to like this. This entry was posted in Video Marketing by leapb4ulook. Bookmark the permalink. […]

    Reply
    • Harry Smith

      Explainer video is the best way to describe your business process or anything else to your audience.. It is really helpful for me to grow my business. I generally used to create my Video brochure with uviaus.com

      (0)
      Reply
  2. Boris Mann

    That Dropbox video was made by my friends at Common Craft. And they’ve got a book on explanation coming out! http://artofexplanation.com/

    (0)
    Reply
  3. Kuree

    I just ordered the book!

    (0)
    Reply
  4. Peep Laja

    Where is the 2.7 minutes coming from? Source?

    I’ve used explainer videos plenty of times myself, and haven’t found any magic in it yet. On avg only 10% of new visitors watch it. It’s often better to have a static visual with some messaging instead, as most people see that.

    Brian Massey just found that more engaging videos actually convert less http://searchengineland.com/can-you-really-increase-conversions-by-decreasing-engagement-136670

    (0)
    Reply
  5. 3 Triggers That Cause People To Share Videos, Plus Other Links | Wooshii Blog

    […] Why Explainer Videos Increase Conversion Rates by 20% […]

    Reply
  6. Landing Page Design: Beginning with the Basics

    […] In addition to strong branding, many landing pages can benefit from content that establishes trust, such as a case study or client testimonial, or even an explanatory video. […]

    Reply
  7. 25 Online Video Marketing Statistics That Will Blow Your Mind | Breaking San Francisco News

    […] explainer videos increase conversion rates by 20%. (source: Unbounce) Tweet this […]

    Reply
  8. 25 Online Video Marketing Statistics That Will Blow Your Mind | Zoominity Productions

    […] explainer videos increase conversion rates by 20%. (source: Unbounce) Tweet this […]

    Reply
  9. Explainer Promotional Videos Using After Effects Animation and 3D animation « NYC online video marketing

    […] Unbounce study reported that explainer animated video, helped to in crease conversion rates by over 20%.  With a […]

    Reply
  10. Curt

    Oy, this post needs an explainer video. Just kidding. Actually this was some great info. Videos like whiteboard animation videos tend to keep my interest, but there are plenty of videos that don’t.

    I think marketers should take a lesson from YouTube video makers. Every time I watch a YouTube video I end up spending an hour or two cycling through other videos I see in the sidebar. Those 3-5 minute videos definitely keep my interest.

    Marketers need to be creative when making explainer videos. You can’t expect to have people watch your whole video if it’s just you in front of a camera talking.

    (0)
    Reply
  11. Animation & Motion Graphics | Point Blank Creative

    […] way possible. Animation is particularly useful for communicating complex information through “explainer videos”. Our services include motion graphics, kinetic text, data visualization, pixel art, stop motion, […]

    Reply
  12. Lawyers, Google+, YouTube & Online Video

    […] popular type of online video is the explainer video. According to Unbounce, when Dropbox switched their homepage to a single video, they increased conversion rates over 10%, […]

    Reply
  13. Software Marketing Tweetables 22 October 2012 | Smart Software Marketing

    […] Why Explainer Videos Increase Conversion Rates by 20% […]

    Reply
  14. The Secret Guide to Video and SEO

    […] example. It explains how the service works in an engaging, animated style. Dropbox found that they increased their conversion rate by over 10% by adding this video to their homepage. And considering that their homepage receives over 750,000 […]

    Reply
  15. Why is Video so Persuasive? | Atomic Spark

    […] a product or service, it makes it much more likely that the viewer is going to buy! If you want to increase your conversion video is the way to go. For those that aren’t selling, video still trumps other mediums, […]

    Reply
  16. Hamza

    Recently read a blog post on conversion rate experts in which they mentioned how an explainer video on seomoz home page improved conversions by 64%. This is an open secret that visual content is more appealing to most of the people. I think in 2013 more businesses will take advantage of expaliner video for improving their conversions. Thanks for this great article

    (0)
    Reply
  17. 4 Awesome Topics for Your Online Video Content — 1,000+ Online Content Ideas for Your Business

    […] Dropbox, “increased conversion rates over 10%, and with the video being viewed 750,000 times in one month alone, the 10% increase resulted in several thousand extra sign ups per day.” (source) […]

    Reply
  18. How Explainer Videos Help Your Prospects "Get" Your Offering :: Big Idea Video

    […] popular over the last several years because of their huge potential to increase conversions. An article on Unbounce.com points out two examples of well-known sites that have profited from explainer videos: Dropbox, […]

    Reply
  19. The Secret Guide to Video and SEO « Toronto Video Production - Creative Video Production - Corbin Visual - Conference Video - Educational & Training - Media Production Toronto Video Production – Creative Video Production – Corbin Vis

    […] example. It explains how the service works in an engaging, animated style. Dropbox found that they increased their conversion rate by over 10% by adding this video to their homepage. And considering that their homepage receives over 750,000 […]

    Reply
  20. 7.5 Ways to Avoid Producing a Mediocre Explainer Video | Demo Duck

    […] businesses, especially startups, choose an explainer video as a tool to increase conversions by up to 20%. However, some people mistakenly (and expensively!) believe that just having an explainer video will […]

    Reply
  21. Datos de vídeo marketing que no te puedes perder | Tienda Video Marketing

    […] Un vídeo explicativo de animación, aumenta la conversión de clientes todavía un 20% más [Unbounce]. […]

    Reply
  22. 6 Essential Elements of a Successful Landing Page | Best Rank

    […] Tip: Using video on landing pages can increase conversions by 20% or more according to certain case studies. […]

    Reply
  23. Me

    The consumer currently makes the decisionjust what it prefers for entertainment, not the major studios and distributors. When you add to that distribution on the internet, headlines websites online, from gossip to entire videos. It is just a completely new environment. A lot of it very good, some not.

    (0)
    Reply
  24. iMotionVideosOnline Video Marketing Stats > iMotionVideos

    […] explainer videos increase conversion rates by 20%. (source: Unbounce) Tweet this […]

    Reply
  25. Video Search Engine Optimization: A ticket to the first page?

    […] found that they increased their conversion rate by over 10% by adding video to their […]

    Reply
  26. Max De Benedetto

    Great post!!!. I would like to add that viral video marketing campaigns help increase clicks through rates by 750%. Also, that 68% of people who watch online videos will, in turn, pass links for these videos onto their friends. Explainer videos are tottaly killer!

    (0)
    Reply
  27. How Video Optimization Affects Conversion Rates

    […] fact, work.com saw a 20% conversion increase after adding an explainer video and Dropbox experienced a 10% conversion lift after they added a video to their home […]

    Reply
  28. 4 Ways to Use Video in Inbound Marketing | Launchspark Video

    […] embedded on landing pages is the perfect way to mix up a campaign’s content while increasing your chance of conversion. Instead of having leads download or read another guide or white paper, you can include a short […]

    Reply
  29. 5 Apps for Creating Eye-Catching Visual Content | My Quickbooks Training

    […] Work.com, the Salesforce.com subsidiary previously called Rypple, added one to its home page and increased conversion rates by 20 percent. GoAnimate lets small businesses do the same by assembling pre-designed backgrounds and […]

    Reply
  30. Explainer Video Increases Sonversion

    […] an article by Unbounce.com, a SaaS Landing Page service provider, explainer videos can improve conversion […]

    Reply
  31. Create a Professional Explainer Video for Under $50 | CLIPCOPIACLIPCOPIA

    […] the value proposition for your product or service. Website have increased conversions by up to 20% on popular […]

    Reply
  32. How Animated Video Can Help Small Businesses

    […] it any surprise then that, according to Unbounce.com, animated explainer videos increase conversion rates by (at least) […]

    Reply
  33. Johan Hedin

    Great article. It also depends on how you deliver the whiteboard explainer video as the drop off rate can be quite bad if the script, voice over and the illustrations are not engaging enough to keep watching. However that is marketing psychology so that part is also necessary in order to deliver successful whiteboard videos.

    (0)
    Reply
  34. 9 Ecommerce Strategies to Optimize Sales | Dante Godfrey

    […] fact Salesforce.com recently added an explainer video to its homepage and increased conversion rates by 20%. Approximately 30% of visitors watch the […]

    Reply
  35. 9 Ecommerce Strategies to Optimize Sales | atlantaseonow1

    […] fact Salesforce.com recently added an explainer video to its homepage and increased conversion rates by 20%. Approximately 30% of visitors watch the […]

    Reply
  36. ランディングページに重要な4つのポイント | Ptengine Blog

    […] その答えを、長々とランディングページに書き連ねる代わりに、 説明動画を掲載することを、彼らは選択しました。 […]

    Reply
  37. 14 Conversion Optimization Checklist Questions - Tweak Your Biz

    […] Videos and images go a long way to communicate your message without having to use words. This saves space on the page and can really pack a nice conversion punch. In addition, a large number of web users prefer to consume video over text. Some marketers report creating multi media like explainer videos have helped to increase conversions over 20%. […]

    Reply
  38. Why Explainer Animated Videos Are So Powerful - Exa

    […] brand, show how your product or service works or present value-added information for visitors. Unbounce found adding animated videos to a website increased conversions by 20 percent, due to capturing short […]

    Reply
  39. 3 Tips To Increase Conversion With Video - LemonStand

    […] videos are a powerful selling feature as, according to a study found at work.com, they can increase conversion rates by […]

    Reply
  40. Proving Lead Generation with Content Marketing Statistics

    […] Make your content more effective by using visuals, whether it is photos or videos. For your written content, spread the word with images since “articles with images get 94% more total views.” More views, well, that’s not more leads. True. Video has a better track record in terms of actual conversions and sales. For example, “Rypple… a social performance management platform owned by SalesForce, recently added an explainer video to their home page and increased conversion rates by 20%.” […]

    Reply
  41. 8 Ways Explainer Videos Boost My Sales | Crackitt

    […] heard that Rypple, a social performance management tool, drove 20% conversion and got sold to Salesforce. Crazy Egg too began earning an extra $21,000 per month while RankWatch […]

    Reply
  42. 7 Ways To Improve Your Conversions

    […] you know that multimedia like explainer videos can increase conversion rates by over 20%? That’s a huge jump in conversion rates! Multimedia like videos and images can pack a serious […]

    Reply
  43. 7 Ways To Improve Your Conversion Rate Now

    […] you know that multimedia like explainer videos can increase conversion rates by over 20%? That’s a huge jump in conversion rates! Multimedia like videos and images can pack a serious […]

    Reply
  44. 7 Reasons Why an Explainer Video Will Increase Conversions (Part 1)

    […] to the landing page experts at unbounce.com, explainer videos increase conversion rates by 20%. That number is incredible (converting 1 of out […]

    Reply
  45. Uncategorized - Why Explainer Animated Videos Are So Powerful - Exa Web Solutions

    […] brand, show how your product or service works or present value-added information for visitors. Unbounce found adding animated videos to a website increased conversions by 20 percent, due to capturing short […]

    Reply
  46. 5 Ways to Use Product Videos To Increase Conversion Rates | ContentMarketing

    […] Unbounce found that explainer videos can help increase conversion rate by 20%. […]

    Reply
  47. 31 landing pages that will take your breath away | 32dayz Blog

    […] It’s short and effective. Creating a cool video to kick off your landing page will let you increase conversions by 20% on average. […]

    Reply
  48. Sliced Bread Animation Studios, London UK | How animation can make money for your business

    […] When Dropbox first started as a service, they took advantage of the effectiveness of animated content by limiting their homepage to a single video. This video increased conversion rates over 10%, and with the video being viewed 750,000 times in one month alone, the 10% increase resulted in several thousand extra sign ups per day. […]

    Reply
  49. 15 Ways to Optimize Your Landing Page Design for Conversions - Conversion-focused design - SansMagic

    […] Unbounce found that explainer videos can help increase conversion rate by 20%, while this case study showed that a landing page increased conversion by 12.62% by replacing an image with a video. […]

    Reply
  50. fijabi ridwan

    Explainer video is an essential need for every business. I was upset and discouraged when I was getting many traffics to my website but no sales.
    I found an agent https://goo.gl/N17uI1, who provides me with high-class whiteboard explainer video for my business https://goo.gl/N17uI1.
    Now I have the confidence of getting sales every day because the video is extraordinary and converting. I have introduced many of my friends for his professional video animated services for sometimes now, and she is the best so far.

    (0)
    Reply
  51. 10 Ways to Grow Your Business with Video – AlyssaLahham.com

    […] quest to get the word out. One study showed that animated explainers increase conversion rates by 20 percent! Here’s one animation that we made for EvaDrop while it was still in the prototype […]

    Reply
  52. 7 Must-Haves of Using Video for Conversion Optimization

    […] Videos Increase Conversion Rates by 20% (source) […]

    Reply
  53. 4 Whiteboard Animations That Are Brilliantly Funny | Animations World

    […] you Know:The average explainer video is watched on average for about 2.7 minutes, compared with 28% of website text shown to be read on […]

    Reply
  54. 7 Ingredients for an Awesome Explainer Video

    […] good engineer may EQ the vocals and add some compression to keep them sounding consistent and […]

    Reply
  55. 5 Reasons Why Your Online Accountancy Practice Can Benefit From A Video | crackitt

    […] Statistics tell that having a Promo Video on your homepage can help you convert more of your visitors into your clients, by at least 20% more. […]

    Reply
  56. 16 Reasons Why Online Video Is the Future of Marketing

    […] where video marketing comes in. According to Switch Video CEO Andrew Angus, website explainer videos have the potential to boost conversions by as much as 20%. And yet, […]

    Reply
  57. Which video style is right for your business? | Sydney web copywriter, proofreader, female voice over | writeNOISE

    […] statistics suggest explainer videos can increase conversion rates by 20%. Why? Well, it’s to do with people finding visual content easier to retain – so your message […]

    Reply
  58. How to master content marketing for your e-commerce company – Outranked SEO

    […] to Unbounce, these videos can increase conversions by up to 20 percent (and this number is conservative […]

    Reply
  59. How to master content marketing for your e-commerce company – Going beyond simply promoting your products or services – Appture Software

    […] to Unbounce, these videos can increase conversions by up to 20 percent (and this number is conservative — […]

    Reply
  60. AppBuilder.Apptify – How to master content marketing for your e-commerce company – Going beyond simply promoting your products or services

    […] to Unbounce, these videos can increase conversions by up to 20 percent (and this number is conservative — […]

    Reply
  61. How to master content marketing for your e-commerce company – Going beyond simply promoting your products or services – Invision ~ Appture

    […] to Unbounce, these videos can increase conversions by up to 20 percent (and this number is conservative — […]

    Reply
  62. How to Optimize Video for Every Medium

    […] unique to just our business… Crazy Egg increased their conversion rate by 64% with video and this study from Unbounce, highlights several other companies whose conversion rates have benefitted from […]

    Reply
  63. 7 Reasons Your B2B Website Is Losing Valuable Leads | FLX Interactive

    […] Tips to Improve: Don’t be afraid to utilize the power of white space, give your messaging and visuals room to breathe. This helps make your content look less intimidating and much more digestible. Also be sure to add multimedia to your text—this could be high-quality images, infographics, or explainer videos. Companies have been able to increase lead conversion rates by 20% thanks to explainer videos, according to Unbounce. […]

    Reply
  64. Why Explainer Videos Increase and Boost Engagement Rates – Fiverr

    […] for example, including a single explainer video on your homepage that provides a brief and general introduction to your business is often preferable to having many […]

    Reply
  65. click this link

    It is great to see finally you have posted some meaningful post.

    (0)
    Reply
  66. Arden

    Hello,
    An informative article. I completely agree with you that explainer videos help businesses to clearly and effectively convey their value. I believe it’s a big challenge for companies to grab the attention of customers within a shorter time span. Explainer videos are great weapons in attracting consumers within a short time span. This article has explained the effectiveness of explainer video step by step. As it has been discussed in this article, an explainer video is an effective weapon to increase your conversion rate. Check out this link: https://www.animatedvideo.com/blog/explainer-videos-101/

    This link shares information on different types of explainer videos and ways to create a great explainer video.

    (0)
    Reply
  67. 5 Dimensions of Rockstar B2B Explainer Videos

    […] is one of the most high-yield investments that a B2B company can make. As Andrew Angus points out in this blog post for Unbounce, videos have  helped companies like Dropbox and Work.com increase conversion rates by up to 20% […]

    Reply
Comments