Conversions are what marketers live and die for. Saying that, makes it obvious that you want to convert as many visitors as possible that visit your site. But how?
“Online video marketing has finally come to a point when we no longer have to deal with an excess of sluggish connections or bland commercials begging for our business. These days, smart companies and innovative entrepreneurs are turning the online broadcast medium into a communications cornucopia: a two-way street of give-and-take.” says Neil Patel.
To understand the impact of explainer videos on conversion rates, we need to understand the importance of first impressions. We’ve always known that it was important to make a good first impression on our visitors. It’s hardly a groundbreaking idea. You might previously have thought of a customer’s first visit as a bit of a formality – a precursor to a much longer game. A chance to give them a flavor of what your business is about. But it is much more than that.
A data from Wyzowl suggests that only 11% conversion happens on the 2nd visit and beyond. Thus the first timers are your best chance to strike a deal in any given situation.
This data is pretty fascinating. It really underlines the potential value of having an explainer video on your homepage. To convert visitors to buyers, you need to answer a few important questions.
Are you being clear to your visitors about what you’re selling?
Is it too complicated for them to understand considering their limited attention span?
Are you creating a user-friendly environment for the conversion to happen?
To understand why, you have to understand how visitors view a website – or, perhaps more relevant, how they don’t. There’s been a lot of debate around the average duration of a page visit because there are so many variables in play, but perhaps the most authoritative answer came from Nielsen-Norman Group back in 2011. Their report concluded:“Users often leave Web pages in 10–20 seconds, but pages with a clear value proposition can hold people’s attention for much longer. To gain several minutes of user attention, you must clearly communicate your value proposition within 10 seconds.”
However neatly you format your web page, however clearly you lay out your key selling points, you still have a window of seconds rather than minutes to grab your audience’s attention, and make sure they get an essence of what you’re offering them.
But research suggests that when users see a play button – it’s one of the first things they click. It’s almost an offer to the attention deficient visitor – give us around 60 seconds, and we’ll save you reading the rest of our page. Instant understanding.
That’s why so many companies choose to build their whole front page around their explainer video.
We see customers enjoying success from their explainer video all the time, but – perhaps surprisingly – it’s still fairly underutilized as a marketing technique. Only 56% of businesses that use explainer videos have them on their homepage. Considering the potential of explainer videos as a marketing tool, this is strange. 97% of businesses said that their explainer video has helped increase user understanding of their product or service. 81% reported increased sales, and 53% said their video had helped reduce support calls. And, with 79% of consumers reporting that they’d rather watch a video to learn about a product, than reading text on a page, it’s clear that this can be a potent homepage tool for businesses looking to boost conversions.
Explainer videos are the future of marketing and that is clear from the trend today. So, if you have a page with high traffic but still have a poor conversion rate, try telling your story with an explainer video on the home page.