Why Every Online Store Needs Explainer Videos

Why Every Online Store Needs Explainer Videos

March 15, 2019 Off By Koehler Home Decor

Explainer videos used to be a “nice-thing-to-have” in your website/online store a few years ago, a nice little extra if you could find the time to make or commission one, but not a must. But the average consumer’s love of them has made it clear that they are here to stay now and really are something that any e-retailer, however large or small, seriously needs to consider having/creating. Why? Here are just some of the reasons:

Explainer Videos Focus on Your Product and Service.

Unlike standard copywriting, these video clips focus on the product you’re selling. Copywriting or blogging, on the other hand, requires at least a few paragraphs to build the right momentum for pitching your product.

With that said, the core element that makes an explainer video great is the script. To write a compelling script for your explainer, you need to pay attention to these 6 details:

  • Diction : Choose words that can be visualized easily.
  • Pronunciation : Avoid using words that are hard to pronounce or comprehend.
  • Humor : An element of laughter is effective in keeping your viewers’ attention.
  • Tone : Make sentences sound the way you speak in an actual conversation.
  • Content : Include enough content to help viewers understand your product better.
  • Perspective : Make viewers feel involved in the video (e.g: use “you” instead of “people”).

Explainer Videos Make People Hang Around Longer

A custom-made product explainer video increases the average time-on-page rate as it encourages your viewers to keep watching. That builds your website’s credibility in the eyes of search engines too, so it’s a double win.

But just a better on-page time doesn’t mean better conversion. An explainer video needs to make use of the time your viewers spend watching it. That is why you need to properly prepare the script, as just discussed a minute ago.

Another thing that you should know about explainers is that the longer they are, the more viewers will quit watching them. So making them long solely in an attempt to get users to stick around can be very counterproductive.

A recent study on the connection between an explainer video’s duration and viewer retention rate found that on average, clips that are less than 90 seconds retain the most attention at 77%. The retained attention percentage decreases as videos grow longer in duration. Past the two-minute mark, animated videos only get watched by 47% of viewers for their total duration.

This shows that an explainer, while it encourages visitors to stay on your website longer, still has limitations in its viable length before it loses viewers’ attention completely.

Assuming you write a great script with everything you need to share about your product, your explainer video will retain visitors’ attention for just the right amount of time and deliver a better sales pitch.

In fact, shoppers who watch an explainer before making a purchase are 1.81 times more likely to complete their purchase.

Explainer Videos Help Your Visitors Understand Your Product Better

As the name suggests, an explainer video is a video that describe the details of a product that your visitors will not understand quickly if the details are offered in a short product description, or if only a product image is shown.

Online shopping experiences are great for most people, which is why so many of them do it. They browse the Internet for trusted websites that sell the product they want, they pay for it, and they wait comfortably for it to arrive at their doorsteps, all without even having to get out of their dressing gown.

The only thing lacking here is that they don’t get to touch and feel the stuff they are about to buy online to make sure it’s to their liking. This is where a product explainer video steps in as the matchmaker between a customer and your product.

Sure, product photos and descriptions provide greater detail about the product, but they offer a two-dimensional experience. You shouldn’t make it hard for your customers to experience the product they want to buy. It’s their decision, but you get to shape the final outcome of that decision.

If your customer makes a purchase after watching an explainer video, that means your clip has appealed to the right target audience and has presented your product to meet their criteria.

The question is: How do you achieve that? Here are some of the most effective elements that such videos should have:

  • Problems: What point does your product solve?
  • Audience: With that problem in mind, who will find your product useful?
  • Selling points: What makes your solution to that problem better than other products that solve the same problem?
  • Duration: How long do you need to tell all of this? If it’s more than two minutes, cut it down.

Up for the challenge of making your own explainer video? This post from Wow Makers is a great resource, as it details the ten best tools right now you can make use of to do just that

Koehler Home Decor is a wholesaler of home decor accessories and unique gifts. Source quality wholesale merchandise at KoehlerHomeDecor.com and find tips for promoting your business on our blog.


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