Why E-Commerce Visitors Are 180% More Likely to Buy After Watching an Explainer Video (With 3 Additional Tips!)
By Jefri Yonata
The growth of e-commerce in the past decade is astounding. eMarketer expects retail e-commerce sales will increase to $4.058 trillion in 2020. The rapid growth of the e-commerce world has led to an increase in the demand for product explainer videos.
Product explainer videos used to be a “nice-thing-to-have” in your website/online store a few years ago, but they have made it clear that they are here to stay now.
That is because explainer videos help e-commerce businesses reach their customers in a more efficient way.
Explainer videos focus on product and service.
Unlike copywriting, explainer videos focus on the product you’re selling. Copywriting, on the other hand, requires 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 video, 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”).
You can read more about proven tips that we have used in making thousands of explainer video scripts here.
Explainer videos make people stay longer in your online store.
A custom-tailored product 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.
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, like we’ve talked about in the header above.
Another thing that you should know about an explainer video is that the longer it is, the more viewers who quit watching it.
Our latest study on the connection between an explainer video’s duration and viewer retention rate shows that on average, explainer videos that are ≤ 60 seconds retain the most attention at 77%.
The retained attention percentage decreases as videos grow longer in duration. Past the two-minute mark, explainer videos only get watched 47% of their total duration.
This shows that an explainer video, 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 tell 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 video before making a purchase are 1.81 times more likely to complete their purchase.
Explainer videos help your visitors know your product better.
As the name suggests, an explainer video is a video that describe the details Go to the full article.