How Important is an Explanatory Video for Conversions?
Sales are all about persuasion, and, classically, persuasion is the art of speaking to someone in such a way as to make them believe what you do. Persuasion, then, makes clear the relevance of words and speech to the worlds of advertising and marketing. But it can be hard to convince people of something in the small amount of space we have available in advertisements and marketing campaign images. No one is going to read one thousand words of reasons to buy your product, just as no one is going to read even five hundred words as to why your watch will make them look better. The best web design requires something more.
How do we get around this? We use images. These days, our world is ruled by images – we are bombarded by them, everywhere, from all sides. These images are of all sorts of different subjects, taken by all sorts of different people, and they’re presented to achieve all sorts of different goals. Fortunately for us, this isn’t relevant to marketing: We have one goal in the world of business. And that is to persuade people of this: You should buy.
From Words to Pictures, From Pictures to Film
The limited space we have in the world to present arguments to people, and the limited attention span they have to listen, requires us to use some more effective means of persuasion. That more effective way is, as we have discussed, images. This means we’ve moved from words to pictures because, as they say, a picture is worth a thousand words. It takes just a second to look at a picture, and thus, to absorb those thousand words of persuasion. But sometimes, a thousand words isn’t enough; sometimes, it can take a thousand words just to describe a product. So how do we convince you to buy it, if we still have a restriction to the thousand words a picture can do for us?
Simple: We take it one step further. A picture is worth a thousand words. But a moving picture is worht infinitely more. By reproducing a continuous universe, we eliminate the limits of words that a page or picture would impose. We can show you life, instead of a snapshot of it, and that has a much stronger psychological effect in terms of securing a purchase.
How Video Works & Why It Matters for Conversions
Video can do a number of things. For one, you can use it to tell a story. Many commercials and other video graphic advertisements track a character through a part of his life, stylizing that life so as to make you feel like you’ll be able to share in it if you buy the product being advertised. This is a great way to make people feel uncomfortable with where they are and what they’re experiencing now, and to convince them that, in order to be comfortable and truly happy, they need to buy.
But, video can do a little more, as well. Many venders of certain products use them less to tell stories, and more to explain their wares. This is a great idea, when you think about it. A story can substitute many words, but an explanatory video can all at once show off a product, make it seem desirable, and also make it seem accessible, understandable, and more like something you’ve already got some experience with. This sort of comfort is important in getting people to buy things, and can play an important role in upping your conversion rate should you incorporate it into your sales practice.
How Important is Explanatory Video for Conversions, Exactly?
We say this sort of thing can be important for conversions. This is true, because it isn’t always drastically beneficial. There are certain instances in which it performs better than in others. Explanatory videos are great ways to make technical, somewhat intimidating products seem easier to access, manage, and handle. Many a time, a person has decided not to buy a product just because he or she didn’t feel comfortable learning about it, or because it was too alien to their experience for them to feel any relation to, and thus, need for.
In these cases, developing an explanatory video is a great way to make the product feel easy to use, familiar, and, to a much greater extent than otherwise, necessary. After all, if someone has never heard of your product, they’re unlikely to want to buy it to begin with, without coaxing. If they’ve never heard of what it is, they’ll need an explanation, as well. Again, this is most important in the world of technology, where people like to stick with what they know and not branch out. If you help them understand that your novel option is better than their safety zone, however, you can drastically boost conversion rates.
Explanatory video is a little less important in certain other cases, however. In particular, products and services that many people are already familiar with – like clothes, shoes, and phone cases, to name a few – benefit a lot less from explanatory video. Why? Well, it makes sense, when you think about it. People already understand these products, so there’s really not much reason either for you to explain it to them, or for them to listen to your explanation. In these cases, it’s best to take the approach of advertising with a storyline.
In both cases, the actual planning and execution of the video is a challenge. It’s not as easy as setting up a camera, capturing a video, and putting it on the web. It takes a lot of knowledge – of lighting, camera specs, post-processing details, and the like – all of which comes into play even with the simplest of videos. Because of this, it’s wise to contact a professional agency for consultation when you decide you want to incorporate an explanatory video into your ‘sales flow’. Let us know if you have any questions, and we’d be thrilled to help out.