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How Explainer Videos Help
Businesses Increase Conversion Rates
Explainer videos significantly boost business conversion rates by simplifying complex information and building trust with potential customers. Nearly 98% of people have watched an explainer video to learn about products, with 87% being convinced to buy after watching, while incorporating videos on landing pages can result in an 80% boost in conversion rates. These videos work by addressing customer pain points, demonstrating product benefits clearly, and reducing the friction between interest and purchase decisions through engaging visual storytelling that resonates with how people naturally process information.
Introduction
What are explainer videos?
Explainer videos are short, engaging videos that clearly communicate a product, service, or concept to audiences. These typically 60-90 second videos use simple language, compelling visuals, and storytelling to break down complex information into easily digestible content that viewers can quickly understand and act upon.
Importance of conversion rate optimization (CRO)
Conversion rate optimization focuses on increasing the percentage of website visitors who complete desired actions, whether purchasing products, signing up for services, or downloading resources. Even small improvements in conversion rates can result in significant revenue increases—incorporating videos on landing pages can boost conversion rates by 80%, making CRO essential for maximizing marketing ROI and business growth.
Why Explainer Videos Are Effective
Simplify Complex Ideas
Explainer videos excel at breaking down complicated products, services, or processes into digestible visual narratives that audiences can quickly grasp. By combining voiceovers, animations, and clear demonstrations, these videos transform technical jargon and abstract concepts into relatable stories that eliminate confusion and reduce cognitive load for potential customers.
Grab and Hold Attention
In an era of shrinking attention spans, explainer videos immediately capture viewer interest through dynamic visuals and compelling storytelling. The combination of movement, sound, and narrative creates an immersive experience that keeps audiences engaged longer than static content, providing businesses with valuable time to communicate their value proposition effectively.
Encourage Immediate Action (CTAs)
Well-crafted explainer videos build momentum throughout their duration, culminating in clear, compelling calls-to-action that guide viewers toward conversion. By addressing pain points, demonstrating solutions, and building trust within minutes, these videos create the perfect psychological moment for viewers to take the next step, whether that’s making a purchase, signing up, or requesting more information.
Key Features of a High-Converting Explainer Video
Clear Script and Message
A successful explainer video starts with a focused, well-structured script that addresses one core problem and presents a clear solution. The message should follow a logical flow—problem identification, solution introduction, benefits explanation, and action step—using simple language that resonates with the target audience without unnecessary complexity or industry jargon.
Strong Visual Appeal and Animation
High-quality visuals and smooth animations create professional credibility while maintaining viewer engagement throughout the video. Consistent color schemes, clean design elements, and purposeful motion graphics should complement the narrative rather than distract from it, ensuring the visual style aligns with brand identity and enhances message comprehension.
Professional Voiceover
A skilled voiceover artist brings the script to life with appropriate tone, pacing, and emotional resonance that matches the brand personality. The voice should be clear, confident, and conversational, helping build trust and connection with viewers while maintaining professional standards that reflect positively on the business.
Compelling Call-to-Action
The video should conclude with a specific, actionable next step that creates urgency and reduces friction for conversion. Whether it’s “Start your free trial today,” “Schedule a demo,” or “Shop now with 20% off,” the CTA must be prominently displayed, easy to follow, and aligned with the viewer’s journey stage and business objectives.
Types of Explainer Videos
Animated (2D/3D)
Animated explainer videos use custom graphics, characters, and motion design to create engaging visual narratives that can represent any concept or scenario. 2D animations offer cost-effective flexibility with clean, stylized visuals, while 3D animations provide depth and realism for more complex product demonstrations. This format works well for abstract services, software products, or when creative storytelling is needed to simplify complicated ideas.
Whiteboard Animation
Whiteboard videos simulate hand-drawn illustrations being created in real-time, creating an educational and authentic feel that builds trust with viewers. This format excels at explaining processes, concepts, or step-by-step solutions in a way that feels personal and approachable. The drawing process naturally guides viewer attention and creates anticipation as the story unfolds. It’s really simple to create and can easily be made with AI services within a few days.
Live Action
Live-action explainer videos use real people, locations, and demonstrations to create authentic connections with audiences. This format builds immediate credibility and works particularly well for service-based businesses, testimonials, or products that benefit from real-world demonstrations. Live action creates emotional resonance through human interaction while maintaining production flexibility.
Screencast/Tutorial
Screencast videos capture actual software interfaces or websites in action, making them ideal for demonstrating digital products, apps, or online services. This format provides practical, step-by-step guidance that viewers can immediately apply, reducing learning curves and addressing specific user questions about functionality and features.
Where to Use Explainer Videos
Landing Pages
Videos on landing pages immediately communicate value propositions to visitors, reducing bounce rates and increasing conversions. Whether using explainer videos, product demos, customer testimonials, or animated presentations, video content positioned prominently above the fold captures attention within seconds and guides visitors through the customer journey without requiring lengthy text consumption.
Product Pages
Product page videos demonstrate features, benefits, and use cases in action through various formats including unboxing videos, how-to tutorials, 360-degree product views, or customer review compilations. These videos address common questions, showcase functionality, and provide social proof, significantly improving add-to-cart rates and reducing return rates by setting proper expectations.
Email Campaigns
Video content in email campaigns dramatically increases open and click-through rates through formats like promotional videos, behind-the-scenes content, educational tutorials, or personalized video messages. Video thumbnails and GIFs create visual interest that breaks through inbox clutter while providing rich content that builds stronger subscriber relationships and drives specific conversion goals.
Social Media Ads
Social media videos leverage platform algorithms that prioritize video content while delivering engaging messages optimized for mobile viewing. Formats include short promotional clips, user-generated content, live demonstrations, story-style videos, and carousel video ads that stop scroll behavior, communicate benefits quickly, and drive traffic or encourage direct conversions within social platforms.
Case Studies and Conversion Metrics
Industry benchmarks
Video marketing demonstrates significantly higher conversion rates compared to standard digital marketing approaches across industries. The average conversion rate for websites is 2.35%, while the average conversion rate for websites that feature video content is 4.8%, compared to 2.9% for sites without video. This represents a substantial performance improvement that varies by sector.
B2C sectors show higher conversion rates overall, with Food & Beverage leading at 5.96% and Home & Furniture at 0.95%, while ecommerce websites can see video marketing increase conversions by as much as 80%. These benchmarks demonstrate that video content consistently outperforms traditional marketing formats, with businesses across industries experiencing measurable improvements in conversion performance when incorporating video elements into their marketing strategies.
B2C sectors show higher conversion rates overall, with Food & Beverage leading at 5.96% and Home & Furniture at 0.95%, while ecommerce websites can see video marketing increase conversions by as much as 80%. These benchmarks demonstrate that video content consistently outperforms traditional marketing formats, with businesses across industries experiencing measurable improvements in conversion performance when incorporating video elements into their marketing strategies.
Before/after conversion comparisons
How to Create an Explainer Video
Effective explainer videos begin with a focused script that follows a clear problem-solution-action structure, keeping the message concise and audience-centered. The storyboard translates the script into visual scenes, planning camera angles, character actions, and transitions to ensure smooth narrative flow. This pre-production phase establishes the video’s pacing, visual style, and key messaging beats that will guide the entire production process.
Scripting and Storyboarding
Animation style selection should align with brand identity, target audience preferences, and budget constraints while supporting the core message effectively. Consider factors like complexity of the concept being explained, desired emotional tone, and platform requirements when choosing between 2D animation, 3D graphics, whiteboard style, or mixed-media approaches. The chosen style must enhance rather than distract from the message while maintaining visual consistency throughout the video.
FAQs
Choosing the Right Animation Style
Select animation styles based on your brand, budget, and message complexity. 2D animation offers cost-effective flexibility for abstract concepts, while 3D provides realistic product demonstrations at higher costs. Whiteboard animation builds trust for educational content, and motion graphics work well for tech brands and data visualization. Choose styles that enhance rather than distract from your core message.
Production and Feedback
Best Practices and Tips
Keep it short and impactful
Effective explainer videos deliver maximum value in minimal time, typically ranging from 60-90 seconds to maintain viewer attention and engagement. Focus on one core message or problem-solution pair, eliminating unnecessary details that dilute the main point. Front-load the most compelling information within the first 15 seconds to hook viewers immediately, and ensure every scene contributes directly to the conversion goal.
Use branding elements consistently
Integrate brand colors, fonts, logos, and visual style throughout the video to reinforce brand recognition and create professional cohesion. Consistent branding builds trust and credibility while making videos instantly recognizable across different platforms and marketing channels. Maintain the same tone of voice, character design, and visual hierarchy that align with existing brand guidelines to create seamless experiences for viewers familiar with your other marketing materials.
Conclusion
Explainer videos are powerful tools to increase conversions
The evidence is clear: explainer videos consistently deliver significant conversion rate improvements across industries and platforms. With the ability to simplify complex ideas, build trust through visual storytelling, and guide viewers toward immediate action, these videos have become essential tools for businesses seeking to optimize their conversion funnels and maximize marketing ROI.
Invest in quality production and targeted placement
Success with explainer videos depends on both professional execution and strategic deployment. High-quality production values—including clear scripts, engaging visuals, and compelling calls-to-action—build credibility and maintain viewer engagement. Equally important is placing these videos where they’ll have maximum impact: landing pages, product pages, email campaigns, and social media ads. The combination of quality content and strategic placement ensures explainer videos deliver measurable results that justify the investment.
How long should an explainer video be?
Most effective explainer videos range from 60-90 seconds, with the optimal length depending on complexity and platform. For social media, keep videos under 60 seconds to maximize engagement, while landing page videos can extend to 2 minutes if covering detailed product features. The key is delivering your core message within the first 15-30 seconds to capture attention, then using remaining time to reinforce benefits and drive action.
Are explainer videos effective for B2B?
Yes, explainer videos are highly effective for B2B marketing, often outperforming B2C campaigns due to longer consideration periods and higher-value decisions. B2B buyers appreciate clear explanations of complex solutions, ROI demonstrations, and social proof through case studies. These videos help decision-makers understand products quickly, share information with stakeholders, and move through longer sales cycles more efficiently.