Conversions are the lifeblood of any successful website. But in the midst of a sea of clickbait distractions and competing messaging, keeping a visitor on the hook long enough to convert them is a tall order. One of the strongest but most underutilized tools in this battle is the explainer video. By putting your product or service into short, compelling, and visually appealing form, explainer videos have the ability to deeply impact your conversion rates.
This case study illustrates how a client transformed their website performance through the use of explainer videos. We will explore their situation, the implementation process, and the life-altering outcomes that followed.
Client Background
Our client, “EcoPack Solutions,” is a mid-sized company that specializes in environmentally friendly packaging solutions for e-commerce businesses. Their objective is to help businesses reduce their carbon footprint by using sustainable packaging material.
EcoPack Solutions operates in a competitive market where businesses not only seek affordability but also need clear, compelling reasons to justify an investment in sustainability. Boosting website conversions was critical as their primary goal was to generate qualified leads from small to medium-sized businesses.
Business Goals
Increase website conversions by 30% in a 6-month period.
Educate potential clients about the benefits of switching to sustainable packaging.
Make EcoPack Solutions a market leader in environmental innovation.
Challenges
EcoPack faced significant challenges prior to adding explainer videos to their strategy:
Low Landing Page Engagement
Analytics on their website indicated that the visitors were dropping off within seconds of the home page. It was difficult for the business to hold on to users long enough to explore other pages or send out requests.
Complexity of the Offerings
EcoPack’s wide range of environmentally friendly packaging solutions, while beneficial, confused potential clients. Customers had difficulty comprehending multi-faceted attributes and distinguishing between product groups.
Marketing Lack of Differentiation
Rivals relied heavily on simple static pictures and page-load-heavy pages to explain their products. EcoPack’s messages were drowned out. They lacked a compelling means of differentiation and highlighting their unique value proposition.
Solution
- Having analyzed the information and visitor psychology, it was decided by the marketing team that explainer videos would be their go-to weapon to combat these problems. Explainer videos gave the perfect avenue to:
- Simplify complex information in terms of pictures and metaphors.
- Create a strong emotional connection with visitors using stories.
- Keep the audience engaged using seamless animation and sophisticated narration.
- The first step was to identify the most critical touchpoints on the website where user drop-offs happened the most. These included the homepage, product detail pages, and a targeted landing page for lead capture.
Why Explainer Videos?
- Explainer videos have proved to boost understanding and user engagement. Websites using videos have 4.8 times user engagement, and 74% of buyers will purchase a product after watching a video explaining it.
- The potential was clear, and the team went ahead with an innovative approach.
Implementation
For it to be successful, the integration process involved the following:
1. Concept and Storyboarding
- EcoPack began with a professional video production firm which specialized in explainer videos. The initial phase was dedicated to scripting a script that suited the brand’s message and used an informal tone so that it could be kept simple.
- The storyboard had visual metaphors such as “a world dominated by plastic waste” transitioning to “a cleaner world,” emphasizing EcoPack’s green solution.
2. Emphasis on Clarity and Conciseness
- Videos remained below 90 seconds, the maximum one can hold their attention. Messaging was split into three brief parts:
- The issue companies have with non-sustainable packaging.
- EcoPack’s solution and the differentiating value points.
- A strong call-to-action, e.g., “Order a free sample today!”
3. Targeted Page Videos
- Three explainer videos were developed for targeted pages:
- Website Homepage: Focused on a powerful welcome to EcoPack’s mission and industry-leading products.
- Product Pages: Highlighted the distinct value proposition of each product and how they address specific use cases.
- Lead Capture Landing Page: Defined the value of a request for a free packaging consultation with tangible “next steps.”
4. Optimization for User Experience
For maximum impact, the videos were made with fast loading and subtitling for consumption without sound by guests. Engaging thumbnails were designed to entice users to play.
5. A/B Testing
For testing effectiveness, A/B testing was conducted through displaying video and non-video versions of the same pages to the same-sized groups. Conversion rates were tracked through analytics tools like Google Analytics and Hotjar.
Results
After using explainer videos, EcoPack experienced amazing results, doubling initial expectations within the 6-month period:
Massive Conversion Boost
Websitewide conversions surged by 48%, well above a 30% target. The lead capture landing page saw an 85% increase in form submissions.
Improved Time on Page
3 times as much average time was spent on pages with explainer videos compared to text-only pages, proving enhanced interest and engagement.
Improved Retention Rates
Post-video metrics showed a 40% drop in bounce rates while viewers spent longer viewing content and exploring other site features.
Enhanced Customer Insight
Customer feedback surveys indicated 90% of leads saw the videos as “extremely helpful” when learning about EcoPack’s products and how they could help them.
Brand Differentiation
EcoPack could subsequently differentiate themselves from competitors. Feedback from their new customers attributed one of the deciding factors in using EcoPack to the videos.
Takeaways from EcoPack’s Success
EcoPack’s experience offers several key takeaways for businesses looking to drive more conversions with explainer videos:
Know Your Audience
Get inside your customers’ heads to understand their pain points and make videos that address those exact issues directly.
Keep It Short and Simple
Emphasize clarity, simplicity, and beautiful visuals. A direct call to action is a must-haves.
Optimize for the Web
Ensure your videos are fast-loading with a watchable experience (e.g., include captions, mobile optimization).
A/B Test and Measure Results
Keep key metrics close at hand so you can see ROI and continually optimize your approach.
Measure with Custom Tracking Codes
Unlock the Power of Explainer Videos for Your Business
Do you have a wish to turn website visitors into repeat customers? Explainer videos areCase Study Improving Website Conversions with Explainer Videos
Conversions are the lifeblood of any successful website. But in an ocean of clickable distractions and competing messages, keeping a visitor engaged long enough to convert them is no simple feat. Perhaps the most powerful and under-leveraged weapon in your arsenal here, though, is the explainer video. By giving your product or service an energetic, pithy, and visually engaging presentation, explainer videos can help drive your conversion rates skyrocket.
This case study shows how a client enhanced their website performance with the help of explainer videos. We are going to talk about their issues, implementation process, and revolutionary outcomes that followed.
Client Background
Our client, “EcoPack Solutions,” is a midsized company dealing with green packaging solutions for e-commerce businesses. They want to help companies reduce their carbon footprint by implementing green packaging materials.
EcoPack Solutions has a competitive market in which businesses do not simply demand value for money but also need to have transparent, compelling incentives in order to make an investment in sustainability.
Conversions on their website needed to increase as their fundamental goal was to generate qualified leads from small to medium-sized businesses.
Business Objectives
- Increase website conversions by 30% in 6 months.
- Increase awareness of the benefits of moving to sustainable packaging among potential customers.
- Position EcoPack Solutions as the market leader in green innovation.
Challenges
Before incorporating explainer videos into their repertoire, EcoPack faced tremendous challenges:
Low Landing Page Engagement
Web analysis indicated that users were losing interest seconds after landing on the home page. The company found it challenging to retain users long enough to explore other pages or make inquiries.
Difficulty of the Offerings
EcoPack’s wide variety of environmentally friendly packaging, while beneficial, overwhelmed potential consumers. Consumers found it difficult to comprehend complex features and find differences between lines of products.
Inability to Differentiate in Marketing
Since the competition employed static images and text-only pages to detail their products at length, EcoPack’s message was drowned out. They needed an attention-driven way through which they could stand out and highlight their value proposition.
Solution
Having scrutinized data and audience trends, the marketing team concluded that they would roll out explainer videos as their solution to these issues. Explainer videos provided the ideal platform to:
- Break down complex data with graphics and metaphors.
- Build a strong emotional bond with viewers by telling stories.
- Engage audiences with smooth animations and high-quality voiceovers.
The first step was to identify the key touchpoints on the site where user drop-offs were most prevalent. These were the home page, product detail pages, and one particular landing page used for lead capture.
Why Explainer Videos?
Instructional videos are discovered to enhance learning as well as enhance user engagement. According to a study, sites with video usage record 4.8 times more user engagement, and 74% of customers are willing to purchase a product after viewing a video explaining it.
The potential was realized, and the group went on with a creative strategy.
Implementation
For success, the process of integration of the video had the following:
- 1. Concept and StoryboardingEcoPack began with working with a professional video production firm that dealt with explainer videos. This was devoted to crafting a script that aligned with the brand’s messaging and incorporating a pleasant tone in order to get it to resonate at a human level.The storyboard incorporated visual metaphors such as “a world drowning in plastic waste” transitioning to “a cleaner planet,” with emphasis on EcoPack’s environmentally friendly solution.
- 2. Focus on Clarity and BrevityVideos had a length of 90 seconds, the optimal length to keep viewers interested. The message was broken down into three short segments:
- The problem that companies are facing with non-sustainable packaging.
- EcoPack’s solution and unique value propositions.
- A forceful call to action, such as “Order a free sample today!”
- 3. Targeted VideosThree explainer videos were created for targeted pages:
- Website Homepage: Focused on a strong introduction to EcoPack’s vision and best-in-class products.
- Product Pages: Highlighted each product advantage, explaining how they solved a specific use case.
- Lead Capture Landing Page: Defined the benefits of asking for a free consultation on packaging with take-action “next steps.”
- 4. Optimization for User ExperienceTo provide maximum impact, the videos were made to load quickly and subtitled, thereby allowing visitors to watch them in silent mode. Engaging thumbnails were also made to encourage users to click play.
- 5. A/B TestingFor purposes of evaluation, A/B testing was obtained by presenting identical pages in both video and non-video to equally sized audiences. The metrics of conversion were tracked using analytics platforms like Google Analytics and Hotjar.
Results
By incorporating explainer videos, EcoPack experienced spectacular outcomes far in excess of early expectations in the first 6 months:
Massive Conversion Increase
Websites’ conversions rose 48%, significantly more than a 30% goal. Their lead capture landing page by itself experienced an 85% increase in form submissions.
Improved Time on Page
People spent 3 times more time on average on pages containing explainer videos compared to text-only pages, demonstrating higher interest and interaction.
Improved Retention Rates
Post-video metrics saw a 40% reduction in bounce rates as users spent more time viewing content and exploring other site opportunities.
Better Customer Insight
Customer survey responses indicated 90% of prospective customers indicated that the videos were “extremely helpful” in learning about EcoPack’s products and value.
Brand Differentiation
EcoPack was able to differentiate themselves from the rest. Responses from their new customers highlighted the videos as a determining factor to contract EcoPack.
Takeaways from EcoPack’s Success
EcoPack’s success experience teaches several prominent takeaways for companies looking to boost conversions through explainer videos:
- Know Your Audience
- Be aware of the pain points of your customers in order to create videos that directly solve their given challenges.
- Keep It Short and Simple
- Be clear, be simple, and use great visuals. The call to action should be crystal clear.
- Optimize for the Web
- Ensure your videos are quick loading and accessible (e.g., include captions, make mobile-friendly).
- A/B Test and Measure Results
- Keep success metrics closely monitored so that you’ll know ROI and refine your strategy over time.
Unlock the Power of Explainer Videos for Your Business
Want to turn web visitors into fanatical customers? Explainer videos are a surefire means to make your messaging simpler, increase engagement, and enhance conversions.
If you want to know how your business can gain from explainer videos, book an appointment with our experts today for a free consultation. We will handle every step of the way to deliver videos that best serve your particular objectives.
