There’s Chinese proverb that goes something like this, “Tell me and I’ll forget, Show me and I may remember, Involve me and I’ll Understand. For customer’s visiting your website understanding is the first step to customer conversion and an animated explainer video is the perfect tool for showing them what your business can do for them.
Tell Me and I’ll forget.
People must understand what you offer if they’re going to be motivated to take the next step. It’s well documented that viewer’s retain 58% more information from watching a video than reading text. So while you need a written explanation of your business offering, and search engines certainly need it, the text is still the “Tell Me” part. Sure they won’t forget all of it but we know that the effectiveness of your web copy is limited.
Show Me and I May Remember
Ok, I wish it said show me and I’ll for sure remember, or show me and I’ll buy, but we can’t have it all. The one thing we know is that information in a video will give the visitor a better understanding of your service, and if they are interested then the call to action should direct them to the next step in the process. In addition to retaining 58% more information from a video vs reading text, 60% of site visitors will click on the video before reading the text. That’s an easy one to understand. Watching a video is fun, it’s passive, and if the video is well produced and the script holds their attention and presents your business in a compelling way your chances of a conversion are that much higher.
Involve Me and I’ll Understand
This stage relies on a strong call to action, both within the video and on the home page or landing page where the video lives. If they pick up the phone, fill out a form, or in some way interact they are involved and as the saying goes, they will understand. From there it’s up to you to convert understanding to a purchase but the hard part is done.
How can an explainer video help your potential customers understand? Set up a FREE, No obligation video consultation with How It Works Media.
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