Key Takeaways
- Explainer videos simplify complex concepts, making it easier for potential customers to understand and engage with your product, leading to higher conversions.
- Strategic placement and well-timed CTAs in explainer videos can significantly increase user engagement and drive direct conversions on landing pages.
- Tracking key video metrics like watch time, click-through rate, and conversions helps refine your video marketing strategy for continuous improvement and ROI.
In today’s fast-paced digital landscape, grabbing and retaining customer attention is more challenging than ever.
Consumers are bombarded with content every second — blog posts, ads, social media updates, and emails all competing for a slice of their focus.
Amid this noise, businesses are constantly searching for effective ways to communicate their value proposition quickly, clearly, and persuasively.
This is where explainer videos come in — not just as a trendy marketing tactic, but as a powerful tool that has proven to double conversions when used strategically.
Explainer videos are short, engaging videos that highlight the core benefits of your product or service in a matter of seconds.
They combine compelling visuals, concise scripts, and emotional storytelling to educate, entertain, and convert viewers into customers.
From tech startups to e-commerce brands to B2B SaaS companies, businesses across industries are increasingly using explainer videos to simplify complex messages, build trust, and drive action.
What makes explainer videos especially powerful is their ability to influence both logic and emotion. Unlike lengthy blog posts or static landing pages, a well-crafted video can immediately capture interest and guide the viewer toward making a purchase decision — all while enhancing brand recall and credibility.
Research shows that websites with explainer videos can increase conversion rates by up to 80%, while also boosting SEO performance and reducing bounce rates.
But while the benefits are undeniable, creating a high-converting explainer video involves much more than animation and voiceovers. It requires a deep understanding of your target audience, a sharp message, creative storytelling, and smart placement across your marketing funnel. Without these components, even the most polished video may fail to deliver results.
This comprehensive guide is designed to help you unlock the full potential of explainer videos. Whether you’re a small business owner trying to increase sales, a marketer aiming to boost ROI, or a startup founder looking to pitch your idea more effectively, this guide will walk you through everything you need to know — from the psychology behind explainer videos to real-world case studies of brands that doubled their conversions using this medium.
We’ll explore how explainer videos outperform other content types, the step-by-step process of creating an effective video, best practices for placement and promotion, and how to measure the success of your campaign. You’ll also discover common pitfalls to avoid, tips to optimize your video for different platforms, and insights into how storytelling and visual elements can dramatically influence viewer behavior.
By the end of this guide, you’ll be equipped with the knowledge and tools to turn explainer videos into one of your most effective conversion strategies. If you’re serious about growing your business and cutting through the digital clutter, this is one marketing technique you can’t afford to ignore.
Let’s dive into the ultimate guide to doubling your conversions with explainer videos.
But, before we venture further, we like to share who we are and what we do.
About AppLabx
From developing a solid marketing plan to creating compelling content, optimizing for search engines, leveraging social media, and utilizing paid advertising, AppLabx offers a comprehensive suite of digital marketing services designed to drive growth and profitability for your business.
AppLabx is well known for helping companies and startups use Video Marketing to drive web traffic to their websites and web apps.
At AppLabx, we understand that no two businesses are alike. That’s why we take a personalized approach to every project, working closely with our clients to understand their unique needs and goals, and developing customized strategies to help them achieve success.
If you need a digital consultation, then send in an inquiry here.
Double Your Conversions with Explainer Videos: The Ultimate Guide
- What Are Explainer Videos?
- The Impact of Explainer Videos on Conversion Rates
- Why Explainer Videos Are More Effective Than Other Content Types
- How to Create a High-Converting Explainer Video
- Best Practices for Using Explainer Videos to Boost Conversions
- Measuring the Success of Your Explainer Video Campaign
1. What Are Explainer Videos?
Explainer videos are short, engaging, and informative videos designed to explain a business idea, product, service, or concept in a clear and concise way. They are typically placed on homepages, landing pages, product pages, or in advertising campaigns to drive engagement, educate potential customers, and boost conversion rates.
Below, we break down what explainer videos are, their key characteristics, various formats, and real-world examples to help you fully understand their role in modern digital marketing.
Definition and Purpose of Explainer Videos
- What they are:
- Short-form videos (usually 60–120 seconds long)
- Designed to quickly explain a product, service, or concept
- Focused on solving a problem and presenting a solution
- Use simple language, visuals, and storytelling to educate viewers
- Core goals:
- Simplify complex ideas
- Capture attention quickly
- Build trust with potential customers
- Increase engagement and drive conversions
- Where they’re typically used:
- Company homepages
- Product or service landing pages
- Email marketing campaigns
- Social media and paid advertising
- Trade shows and presentations
Key Characteristics of Effective Explainer Videos
- Concise messaging
- Clear focus on the problem and solution
- Avoids jargon and overly technical language
- Gets to the point within the first few seconds
- Strong storytelling
- Starts with a relatable problem or scenario
- Introduces the product or service as a solution
- Ends with a compelling call-to-action (CTA)
- High-quality visuals and design
- Consistent brand elements (color, logo, typography)
- Smooth animations or professional live-action footage
- Visual metaphors to support the narrative
- Engaging audio
- Professional voiceover that reflects the brand tone
- Background music that supports the mood without distracting
- Sound effects to enhance key moments or transitions
Types of Explainer Videos
- 2D Animation Explainer Videos
- Use flat animated graphics and characters
- Ideal for tech companies, SaaS products, and mobile apps
- Example: Dropbox’s original explainer video used simple 2D animation and helped them grow from 0 to 100,000 users overnight
- Whiteboard Explainer Videos
- Simulate a hand drawing on a whiteboard
- Excellent for educational or instructional content
- Example: RSA Animate videos that illustrate complex topics with whiteboard-style visuals
- Live-Action Explainer Videos
- Feature real people, settings, and products
- Ideal for services or products that benefit from human connection
- Example: Dollar Shave Club’s viral launch video used humor and a live-action format to introduce their subscription razor service
- Motion Graphics Explainers
- Combine graphic elements with dynamic animation
- Great for corporate or data-heavy content
- Example: Salesforce uses motion graphics to explain its cloud solutions in a sleek and professional manner
- Screencast Explainer Videos
- Capture screen activity with voiceover guidance
- Perfect for software tutorials and walkthroughs
- Example: Trello uses screencasts to walk users through their platform features
Why Businesses Use Explainer Videos
- To increase conversions:
- Viewers are more likely to understand and trust a product after watching a video
- Videos guide users through the decision-making process visually and emotionally
- To reduce bounce rates:
- Engaging content keeps visitors on the site longer
- Visitors are more likely to explore additional pages after watching a video
- To enhance brand communication:
- Humanizes the brand
- Reinforces messaging consistency across digital platforms
- To support multi-channel marketing strategies:
- Versatile across websites, social media, email, and ads
- Easily repurposable into short clips, GIFs, or reels
Real-World Examples of Explainer Video Success
- Dropbox
- Launched with a 2-minute explainer video on their homepage
- Helped increase conversion by 10%, which translated to millions in additional revenue
- Crazy Egg
- Used an animated explainer video to showcase how their heatmap tool works
- Resulted in a 64% increase in conversion rates
- Mint.com
- Utilized an explainer video to demonstrate how their platform simplifies personal finance
- The video helped them acquire over 1 million users within a year
Explainer videos are no longer a “nice to have” — they’re a critical marketing asset that can dramatically boost user engagement, build trust, and drive conversions. Understanding what they are and how they function is the first step in leveraging them effectively within your digital strategy.
2. The Impact of Explainer Videos on Conversion Rates
Explainer videos have become one of the most powerful tools in a marketer’s arsenal. Their ability to simplify complex concepts, engage viewers emotionally, and deliver a concise value proposition makes them exceptionally effective at converting prospects into paying customers. In this section, we explore the direct and indirect impact that explainer videos have on conversion rates, backed by statistics, behavioral psychology, and real-world examples.
How Explainer Videos Drive Higher Conversion Rates
- Capture Attention Quickly
- Viewers typically decide whether to stay on a website within the first 10–20 seconds
- A compelling explainer video on a landing page can immediately grab attention and reduce bounce rates
- Videos are more visually stimulating than text or images, encouraging users to stay longer
- Simplify Decision-Making
- Explainer videos help users quickly understand what a product or service does
- By addressing pain points and offering a clear solution, videos reduce confusion and friction
- Simplified content leads to faster decisions and higher conversion rates
- Build Trust and Credibility
- Professionally produced explainer videos enhance the perceived legitimacy of a brand
- Visuals and voiceovers humanize the business, fostering emotional connection and trust
- Trust is a crucial factor in driving conversions, especially for first-time buyers
- Reinforce Key Messages
- Videos can repeat and reinforce your core value proposition
- Animation, motion graphics, and scripting help emphasize the benefits of your product or service
- This repetition aids in retention and increases the likelihood of conversion
- Guide Viewers with Clear CTAs
- Effective explainer videos end with a direct call-to-action (e.g., “Sign up now,” “Get started,” “Try free for 14 days”)
- Viewers who reach the end of a video are more likely to take the next step if prompted clearly
Statistics That Prove the Power of Explainer Videos
- Conversion Rate Improvements
- Landing pages with explainer videos can increase conversions by up to 80% (source: EyeView Digital)
- Websites using video are 53 times more likely to reach the front page of Google (source: Forrester)
- User Engagement Metrics
- 95% of a message is retained when delivered via video compared to just 10% through text (source: Insivia)
- Including a video on your landing page can increase average time on page by up to 2 minutes
- Influence on Purchase Decisions
- 84% of people say they’ve been convinced to buy a product or service after watching a brand’s video (source: Wyzowl)
- 74% of users who watched an explainer video to learn more about a product subsequently bought it
Psychological Reasons Explainer Videos Influence Behavior
- Visual Learning Preferences
- The majority of people are visual learners, making video a more accessible medium
- Explainer videos cater to short attention spans and a preference for quick consumption
- Emotional Engagement
- Music, storytelling, and characters evoke emotion more effectively than static content
- Emotional resonance increases brand recall and can be a key driver of purchase decisions
- Cognitive Load Reduction
- Videos help reduce the cognitive load by simplifying how information is consumed
- This makes it easier for users to process information and decide faster
- Social Proof and Familiarity
- Videos often include customer testimonials or use-case scenarios
- Seeing others benefit from a service creates a psychological sense of validation
Real-World Examples of Explainer Video Success
- Dropbox
- Challenge: Explaining a complex file-sharing product
- Solution: A simple animated explainer video featured on their homepage
- Result: Conversion rates increased by 10%, helping them acquire millions of users
- Crazy Egg
- Challenge: Low conversion rate on their homepage
- Solution: Added a one-minute explainer video that showcased how their heatmap tool works
- Result: Conversion rate jumped by 64%, leading to a significant boost in monthly revenue
- ZenCash (now known as ZenPayments)
- Challenge: Explaining a niche financial service
- Solution: A humorous explainer video that broke down the service into digestible parts
- Result: A conversion lift of over 100%, proving the effectiveness of storytelling in video format
- Rypple (acquired by Salesforce)
- Challenge: Getting people to understand a new approach to employee feedback
- Solution: A slick, motion-graphic video that demonstrated the product’s value
- Result: Drove significant inbound interest and helped secure more enterprise-level customers
Why Explainer Videos Work Better Than Text or Images Alone
- Higher Retention
- Viewers retain information better when it’s delivered visually and aurally
- This improves brand awareness and long-term impact on conversions
- Faster Understanding
- Users don’t need to read through paragraphs of text or scroll through images
- In just 60–90 seconds, they can understand the value proposition and take action
- Increased Shareability
- Videos are highly shareable across social media platforms
- This not only extends reach but also adds a layer of social proof that enhances credibility
Explainer videos are more than just marketing content — they are conversion tools engineered to simplify communication, engage your audience, and drive them to take meaningful action. Whether you’re looking to generate leads, increase sales, or educate potential customers, the right explainer video can make a measurable difference in your bottom line.
3. Why Explainer Videos Are More Effective Than Other Content Types
In a world saturated with digital content, businesses must find ways to rise above the noise and communicate their value proposition quickly and effectively. While blog posts, infographics, static images, and traditional ads have their place, explainer videos consistently outperform them in both engagement and conversions. This section explores why explainer videos are more effective than other content types, from psychological impact to user behavior, supported by examples and data.
Explainer Videos vs. Text-Based Content
- Faster comprehension
- Videos can communicate complex ideas in under 90 seconds
- Text often requires more time and attention, leading to higher bounce rates
- Higher engagement rates
- Readers skim text; video viewers are more likely to consume content in full
- Viewers retain 95% of a message via video versus just 10% when reading it (source: Insivia)
- Improved retention
- The combination of audio and visuals aids memory recall
- This leads to greater brand awareness and long-term customer retention
- Greater emotional impact
- Tone of voice, facial expressions (in live-action), music, and animation create an emotional connection
- Text is limited in conveying personality and human touch
- Real-world example:
- Mint.com used an explainer video on their homepage instead of heavy text to describe their financial tool
- Resulted in rapid user adoption and played a significant role in their acquisition by Intuit
Explainer Videos vs. Static Images and Infographics
- Dynamic storytelling
- Explainer videos show progression, transitions, and interactions
- Infographics are static and cannot guide the user through a narrative
- Multisensory experience
- Explainer videos engage sight and hearing simultaneously
- This dual-sensory experience increases engagement and lowers the likelihood of distraction
- Better at explaining processes
- Videos can walk the viewer through a step-by-step process with voiceover and animation
- Images and infographics often require extra text and can still leave room for confusion
- Improved mobile performance
- Mobile users are more likely to watch a short video than pinch-to-zoom through a large image
- Videos are more responsive and mobile-friendly by design
- Real-world example:
- Slack used a short, animated explainer video to show how teams can collaborate efficiently
- This helped potential users visualize the app’s real-world benefits in a way that static screenshots couldn’t
Explainer Videos vs. Blog Posts and Articles
- Greater reach and visibility
- Videos are 50 times more likely to rank on the first page of Google than text-based content (source: Forrester)
- Video-rich pages often have higher dwell time, improving SEO performance
- Shareability and virality
- Videos are shared 12 times more than links and text combined on social media (source: SmallBizTrends)
- Blog posts rely on headlines and featured images to capture clicks, whereas videos catch attention instantly
- Universal appeal
- Videos transcend language barriers with visuals and minimal text
- Blog posts often need translation or localization to reach a broader audience
- Time efficiency
- Visitors may not have time to read a 1,000-word blog, but will watch a 60-second explainer
- Videos respect user attention spans while still delivering value
- Real-world example:
- Dollar Shave Club launched with a live-action explainer video that went viral
- While they maintained a blog, it was the video that exploded their growth and led to a $1 billion acquisition by Unilever
Explainer Videos vs. Traditional Ads (Banners, PPC, Display)
- Higher engagement rates
- Users are banner-blind and often ignore static ads
- Videos auto-play on social feeds or websites, drawing attention immediately
- Cost-effective conversions
- Explainer videos offer more detailed information than a traditional ad, making them better suited for driving conversions
- They pre-qualify leads by explaining the product thoroughly before the click
- More trust-building
- Traditional ads often feel pushy or impersonal
- Explainer videos provide helpful information first, positioning the brand as a problem-solver rather than a seller
- Platform flexibility
- Explainer videos can be used across YouTube, Instagram, LinkedIn, TikTok, websites, emails, and more
- Static ads have limited format adaptability and often require separate designs for each platform
- Real-world example:
- Grammarly used YouTube explainer-style ads to showcase how their tool improves writing
- These videos outperformed banner ads and drove millions of downloads
Psychological Advantages of Explainer Videos
- Mirror neurons and human connection
- In live-action videos, viewers mimic emotions they see, enhancing empathy and brand connection
- Animation can also evoke emotion through character design and storytelling
- Story-driven engagement
- Humans are wired for stories; explainer videos use narrative arcs to drive engagement and memory retention
- Static content often lacks narrative flow and fails to hold attention
- Reduced cognitive load
- Combining voiceover with visuals lightens the mental effort required to process information
- Makes decision-making easier and faster for users
Summary: Why Explainer Videos Outperform Other Content Types
- They are faster to consume
- They increase engagement, retention, and emotional impact
- They improve SEO and social shareability
- They explain value clearly, reducing confusion and decision-making time
- They are more likely to result in conversions
When used correctly, explainer videos are not just an enhancement to your content strategy — they are a foundational element that can significantly outperform blogs, infographics, static ads, and traditional marketing formats. For businesses looking to communicate value efficiently and drive measurable results, explainer videos offer a proven and scalable solution.
4. How to Create a High-Converting Explainer Video
Creating an explainer video is not just about animation or camera work — it’s about strategically aligning visuals, messaging, and storytelling to guide your audience toward taking action. A high-converting explainer video educates, builds trust, simplifies the user journey, and closes the gap between curiosity and conversion.
Below is a comprehensive, step-by-step guide on how to create an explainer video that not only looks professional but also converts viewers into customers. Each stage includes actionable tips and real-world examples to support implementation.
1. Define Your Objective Clearly
- Start with a goal in mind
- Determine the primary conversion goal: sign-up, purchase, app download, demo request, etc.
- Align video content with the intended stage in the customer journey (awareness, consideration, decision)
- Clarify your audience
- Understand who you’re targeting: demographics, pain points, needs
- Create a customer persona to guide tone, style, and messaging
- Keep messaging focused
- Avoid trying to explain everything — hone in on one big idea or key benefit
- Cut unnecessary details that can create confusion or dilute the message
- Example:
- Slack focused on a single core message: “Be less busy” in their explainer video
- It resonated with teams overwhelmed by emails and simplified the product’s value
2. Craft a Compelling Script
- Structure with a proven formula
- Problem – Start with the pain point your audience can relate to
- Solution – Introduce your product or service as the answer
- How it works – Briefly explain key features or benefits
- Call to action – Guide viewers on the next step
- Keep it concise
- Aim for 60–90 seconds (roughly 150–250 words)
- Shorter videos maintain attention and drive quicker decisions
- Speak in your customer’s voice
- Use language your target audience understands
- Avoid jargon unless it’s part of your niche (e.g., B2B technical audience)
- Example:
- Crazy Egg used a direct, benefit-driven script that explained their heatmap tool in less than 2 minutes, leading to a 64% increase in conversions
3. Choose the Right Video Style
- Animated explainer videos
- Great for simplifying abstract or technical concepts (e.g., SaaS, fintech)
- Cost-effective and versatile for most industries
- Live-action explainer videos
- Ideal for services that rely on trust, personal branding, or human interaction
- Works well for coaching, healthcare, or service-based businesses
- Whiteboard videos
- Educational and informative style, often used for tutorials or internal training
- Creates a visual journey as concepts are drawn in real time
- Motion graphics
- Excellent for corporate or data-heavy subjects
- Combine charts, graphs, and stats into visually engaging content
- Example:
- Dollar Shave Club used live-action humor and direct address to make their brand memorable
- The style matched their brand tone and helped generate millions in sales
4. Design for Visual Clarity and Brand Consistency
- Use brand elements consistently
- Incorporate your logo, brand colors, typography, and iconography
- Helps build brand recognition and professional credibility
- Simplify visuals
- Avoid cluttered or overly complex animations
- Use white space and motion cues to guide viewer attention
- Use visual metaphors
- Represent ideas visually (e.g., a ticking clock for time-saving benefits)
- Reinforces understanding without requiring long explanations
- Example:
- Trello’s explainer video used clean visuals with branded design, reinforcing both functionality and identity
5. Record a High-Quality Voiceover
- Professional voiceovers matter
- Choose a voice that matches your brand tone (friendly, professional, energetic, calm)
- Poor audio quality can diminish trust and lead to viewer drop-off
- Match pacing with visuals
- The script should be timed and read at a conversational pace
- Pause appropriately to let animations breathe and ensure clarity
- Consider localization
- For global audiences, record multiple language versions
- Use subtitles or captions to enhance accessibility and retention
- Example:
- Zendesk used a calming, conversational voiceover to complement their user-friendly support software
6. Add Music and Sound Effects
- Enhance emotional tone
- Choose background music that supports, but doesn’t overpower, the message
- Use uplifting or inspiring tracks for optimistic brand tones
- Use sound effects selectively
- Highlight transitions, clicks, or important moments
- Avoid overuse, which can become distracting
- Ensure licensing
- Use royalty-free music or purchase commercial licenses to avoid copyright issues
- Example:
- Spotify for Business used upbeat music and transitions to keep users energized throughout the explainer
7. Include a Clear, Action-Oriented CTA
- Be specific
- Instead of “Learn More,” say “Start Your Free Trial” or “Watch the Demo”
- Reinforce urgency or benefits
- Include time-sensitive offers or benefits to encourage action (e.g., “Get 30% Off Today”)
- Use on-screen visuals to support
- Display CTA text on-screen in sync with the voiceover
- Use contrasting buttons or icons to draw attention
- Example:
- Basecamp’s explainer video ends with “Try Basecamp Free for 30 Days” in bold text, guiding viewers to convert immediately
8. Optimize for Different Platforms
- Create platform-specific cuts
- Shorten videos for social media (15–30 seconds for reels or ads)
- Use square or vertical formats for mobile-first platforms like Instagram and TikTok
- Embed strategically
- Place explainer videos above the fold on landing pages
- Add to email campaigns, product pages, and blog posts for maximum exposure
- Add captions
- Many viewers watch videos on mute, especially on social platforms
- Captions improve accessibility and comprehension
- Example:
- Grammarly used short, platform-optimized explainer videos across YouTube, LinkedIn, and Instagram to generate millions of impressions
9. Test and Measure Performance
- Use analytics tools
- Track engagement metrics: view duration, play rate, CTA clicks, and drop-off points
- Use tools like Wistia, Vidyard, or YouTube Analytics
- A/B test variations
- Test different thumbnails, intros, scripts, and CTAs to see what drives better results
- Use heatmaps and scroll tracking
- Monitor how users interact with your landing page after watching the video
- Identify whether the video leads to deeper engagement or drop-offs
- Iterate based on feedback
- Conduct user testing to gather qualitative feedback
- Update the video as your product or messaging evolves
Creating a high-converting explainer video is not just about visuals — it’s about strategy, clarity, and persuasion. By following this structured approach, businesses can transform explainer videos into powerful sales and marketing tools that not only inform but inspire action. Whether you’re a startup or a global brand, investing in a thoughtful, conversion-focused explainer video can yield measurable returns across every digital touchpoint.
5. Best Practices for Using Explainer Videos to Boost Conversions
Creating a compelling explainer video is only half the battle — how and where you use it significantly influences conversion rates. Strategic placement, timing, and content alignment play a vital role in maximizing its impact. This section provides in-depth, SEO-optimised best practices for using explainer videos to drive conversions across different platforms and stages of the customer journey.
Place Videos Strategically on Your Website
- Above the fold on landing pages
- Position the video prominently so users see it without scrolling
- Helps immediately capture attention and reduce bounce rates
- Example: Dropbox used this tactic to boost conversions by 10% with just one explainer video
- Homepage integration
- Ideal for introducing your brand or core value proposition
- Builds trust for new visitors and encourages deeper exploration
- Product or service pages
- Use videos to simplify complex features and show real-world use cases
- Replaces lengthy text with engaging explanations
- Checkout and pricing pages
- Address last-minute objections and showcase trust signals
- Increase purchase confidence and reduce cart abandonment
- Example:
- Crazy Egg placed an explainer video on their homepage and saw a 64% increase in conversions
Align the Video with the Customer Journey
- Top-of-funnel (Awareness stage)
- Keep content introductory and benefit-driven
- Focus on the problem and high-level solution, not detailed features
- Middle-of-funnel (Consideration stage)
- Use explainer videos to answer common questions and demonstrate how your product works
- Highlight differentiators from competitors
- Bottom-of-funnel (Decision stage)
- Include client testimonials, product walkthroughs, or case studies
- Reinforce social proof and trust
- Example:
- HubSpot uses different explainer videos at each stage: educational content early on, platform walkthroughs later
Use Explainer Videos in Email Campaigns
- Embed or link videos in welcome emails
- Boosts click-through rates and encourages early engagement
- Helps new subscribers quickly understand your offering
- Re-engagement campaigns
- Send a short, personalized explainer to inactive users
- Reintroduce product value and invite a demo or special offer
- Promotional emails
- Pair videos with time-limited offers to drive urgency
- Use thumbnails with play buttons for higher interaction
- Example:
- Wistia used explainer videos in an onboarding sequence and achieved a 20% boost in email engagement
Incorporate Explainer Videos into Paid Ad Campaigns
- Use short-form video ads
- Optimize for 15 to 30 seconds on platforms like YouTube, Facebook, and Instagram
- Focus on one key message or benefit
- Target based on viewer intent
- Use remarketing lists to serve videos to people who visited your site but didn’t convert
- Show explainer content that addresses objections or confusions
- Use subtitles and captions
- Many users scroll on mute — ensure your video can be understood without sound
- Test different hooks and intros
- The first 5 seconds are crucial in grabbing attention
- A/B test variations to find the best-performing message
- Example:
- Grammarly runs video ads with simple animations and clear benefits, which consistently outperform static ads
Optimize for SEO and Search Visibility
- Use keyword-rich titles and descriptions
- Include target keywords in your video title, meta description, and tags
- Helps the video appear in both YouTube and Google search results
- Transcribe your videos
- Upload transcripts or closed captions to help search engines index your content
- Improves accessibility and keyword density
- Host on YouTube and embed on your site
- YouTube has massive reach and strong SEO authority
- Embedding the video boosts your page’s dwell time and ranking
- Create a dedicated landing page
- Center the page around the explainer video with supplementary content
- Optimise the page for specific long-tail keywords
- Example:
- Moz uses explainer videos with optimized transcripts and metadata, helping them rank for competitive SEO-related keywords
Use Video Thumbnails to Attract Clicks
- Design custom thumbnails
- Avoid default frames — use branded colors, text overlays, and attention-grabbing visuals
- A compelling thumbnail increases play rate significantly
- Test thumbnail variations
- Use A/B testing on platforms like YouTube and Vidyard
- Identify which visual cues lead to more views and clicks
- Avoid clickbait
- Keep the thumbnail relevant to the video content
- Misleading visuals can increase bounce rates and harm brand credibility
- Example:
- Trello tested different thumbnails and discovered that brighter backgrounds with clear text led to more engagement
Ensure Mobile Optimization
- Responsive video players
- Make sure the video scales properly on smartphones and tablets
- Use HTML5 or responsive embeds to ensure compatibility
- Vertical or square formats for social
- Mobile-first platforms like Instagram, TikTok, and Facebook favor 1:1 or 9:16 formats
- Reformat your explainer for better reach on these channels
- Readable text and CTAs
- Keep on-screen text large enough to read on smaller screens
- Use mobile-friendly buttons or links for CTAs
- Example:
- Canva created a mobile-optimized explainer for Instagram Stories, resulting in higher swipe-up conversions
Leverage Social Proof and Testimonials in Videos
- Integrate customer quotes
- Combine explainer videos with real testimonials for added trust
- Show how your product solved real problems
- Add ratings or badges
- Showcase reviews, awards, or industry recognition visually
- Reinforces credibility and removes doubt
- Use user-generated content
- Encourage customers to share short testimonials or product demos
- Repurpose and merge these into your explainer video
- Example:
- Basecamp included user testimonials in their explainer video, reinforcing the product’s reliability and usability
Monitor Performance and Improve
- Use video analytics
- Track views, engagement rates, drop-off points, and CTA clicks
- Identify which parts of the video drive the most or least attention
- A/B test different versions
- Test voiceovers, animation styles, CTAs, and video lengths
- Continuously iterate based on results
- Collect feedback
- Ask viewers what they liked or didn’t understand
- Use surveys or post-video polls to gather insights
- Example:
- Animoto improved one explainer video’s performance by reworking the intro and shortening the script, leading to a 20% increase in conversions
Summary: Explainer Video Best Practices That Convert
- Strategically place videos on pages with high conversion potential
- Match the video message to your customer journey stage
- Optimize for search visibility and mobile performance
- Include strong, clear CTAs and track performance metrics
- Use social proof and consistent branding to build trust
- Test, analyze, and refine your videos regularly
By following these best practices, businesses can turn explainer videos into powerful tools that not only educate but also compel viewers to take the next step — whether that’s signing up, making a purchase, or booking a demo. Every decision, from script to placement, can significantly influence how effectively your video boosts conversions.
6. Measuring the Success of Your Explainer Video Campaign
Creating a high-quality explainer video is an essential step toward boosting conversions, but without proper tracking and performance analysis, you won’t know how well it’s actually working. Measuring the success of your explainer video campaign involves analyzing various metrics that reflect user engagement, conversion impact, and overall ROI. This section outlines a comprehensive, SEO-optimised guide to understanding and interpreting performance data effectively.
Why Measuring Video Performance Matters
- Identify strengths and weaknesses
- Understand what part of your video is engaging or causing drop-offs
- Refine future video strategies based on real user behavior
- Justify ROI
- Calculate the return on investment from video creation and promotion
- Demonstrate value to stakeholders and decision-makers
- Improve user experience
- Use engagement metrics to ensure the video aligns with audience expectations
- Adapt visuals, messaging, or calls-to-action for better performance
Key Metrics to Track
1. View Count and Play Rate
- View count
- Measures how many times the video has been watched
- Indicates the overall reach and visibility of your campaign
- Play rate
- Percentage of visitors who clicked play after landing on a page with the video
- Low play rates may signal issues with video placement, thumbnails, or page design
- Example:
- A B2B SaaS company found that by changing their thumbnail and repositioning the video on their landing page, play rate increased by 32%
2. Engagement Rate and Watch Time
- Engagement rate
- Shows how much of the video the average viewer watches (expressed as a percentage)
- Helps assess how well your content retains attention
- Average watch time
- Reveals the exact duration people are staying engaged
- A drop-off after the first 15–30 seconds might indicate a weak hook or unclear messaging
- Example:
- Wistia reported that engagement rates above 60% for a 1-minute video are generally considered strong
3. Click-Through Rate (CTR) and Call-to-Action Performance
- CTR (Click-through rate)
- Percentage of viewers who clicked on your CTA after watching the video
- Tracks direct conversions or micro-conversions like visiting a landing page
- CTA performance
- Evaluate the timing, placement, and wording of your CTA
- Use video heatmaps to identify when viewers are most likely to act
- Tips:
- Experiment with different CTAs: “Book a Demo,” “Start Your Free Trial,” or “Download Now”
- Place CTAs at different points: mid-video, end-screen, or interactive overlays
- Example:
- A SaaS company A/B tested two videos with different CTA placements and found that mid-video CTAs had 2x higher CTRs
4. Conversion Rate
- Primary conversion
- Measures how many viewers completed the desired action (sign-up, purchase, demo booking)
- The most direct indicator of your video’s effectiveness
- Assisted conversions
- Tracks when the video contributed to the user journey, even if it wasn’t the final touchpoint
- Use tools like Google Analytics attribution modeling
- Segment by channel
- Compare conversion rates from different sources (website, YouTube, email campaigns)
- Helps refine channel-specific video strategies
- Example:
- Dropbox saw a 10% increase in paid sign-ups after placing a short explainer video on their homepage
5. Bounce Rate and Time on Page
- Bounce rate
- Measures the percentage of visitors who leave your site without interacting further
- A high bounce rate, even with video views, could suggest poor follow-up content or CTA
- Time on page
- Indicates how long users stay on the video landing page
- Longer time typically means higher engagement and stronger interest
- Tip:
- Compare bounce rate and time on page with and without the video to measure its influence
- Example:
- A retail brand reduced bounce rate by 25% on their product pages after adding relevant explainer videos
6. Social Shares, Comments, and Likes
- Shares
- High share numbers suggest strong message resonance and brand advocacy
- Can amplify your reach and generate organic traffic
- Likes and reactions
- While not a direct conversion metric, they offer social proof and build trust
- Comments
- Valuable for collecting user feedback and identifying common questions or objections
- Example:
- Grammarly’s explainer videos often go viral on social channels, attracting thousands of shares and helping drive new user sign-ups
7. Heatmaps and Viewer Drop-Off Analysis
- Video heatmaps
- Show how viewers interact with your video (rewind, skip, pause)
- Identify which sections hold attention or cause disengagement
- Drop-off analysis
- Pinpoint where in the video users are exiting
- Helps optimize script flow, visual pacing, and CTA placement
- Example:
- A financial app found that 50% of viewers dropped off before the CTA, prompting a redesign of the video’s intro and message hierarchy
Tools for Tracking and Analytics
- Wistia
- Offers detailed video analytics, heatmaps, and engagement graphs
- Ideal for businesses looking to optimize on-site video
- Vidyard
- Great for B2B campaigns with CRM and email integrations
- Provides CTA performance, viewer tracking, and A/B testing features
- YouTube Analytics
- Tracks public views, watch time, audience retention, traffic sources, and engagement
- Helpful for organic video marketing strategies
- Google Analytics
- Measures conversion paths, bounce rates, and behavior flow post-video viewing
- Use with event tracking to assess video-triggered actions
- HubSpot
- Integrates video data into marketing automation
- Enables lead scoring based on video engagement
Establishing Success Benchmarks
- Industry standards
- Engagement rate: 50–70% is considered strong for explainer videos
- Conversion rate: varies by industry, but aim for 5–20% depending on funnel position
- Play rate: above 50% indicates good thumbnail and placement
- Set realistic goals
- Define what success means based on your campaign (brand awareness, lead gen, product education)
- Track short-term wins and long-term impact over time
- Continuous improvement
- Use performance insights to refine future explainer videos
- Regularly review and optimize based on viewer behavior trends
Summary: Maximising ROI with Video Metrics
- Track a wide range of KPIs — not just views
- Understand user behavior through engagement rates and heatmaps
- Use CTR and conversion data to assess ROI and business impact
- Apply findings to refine current and future video campaigns
By consistently measuring the right metrics, businesses can turn explainer videos into powerful, data-driven assets. Rather than guesswork, performance insights allow you to continuously fine-tune your message, improve the viewer experience, and increase your conversion outcomes at every step of the customer journey.
Conclusion
In today’s fast-paced digital landscape, grabbing your audience’s attention and holding it long enough to inspire action is more challenging than ever. That’s where explainer videos come in — bridging the gap between curiosity and conversion with clarity, engagement, and impact. As we’ve explored throughout this ultimate guide, explainer videos are not just another content trend; they are a strategic tool capable of dramatically improving your marketing performance and sales outcomes.
From educating prospects to reinforcing your brand message, explainer videos offer a unique blend of simplicity, storytelling, and strategy. They bring your value proposition to life in a way that resonates emotionally and intellectually with your target audience. Whether you’re a startup trying to explain a novel solution or an established business looking to streamline your conversion funnel, explainer videos can help you achieve those goals — and much more.
Why Explainer Videos Are a Conversion Catalyst
Let’s revisit the key reasons explainer videos are so effective at boosting conversions:
- They simplify complex ideas
Viewers understand your offering quickly, which accelerates decision-making. - They increase engagement
Visual and auditory storytelling captures attention and improves retention. - They enhance trust
Humanizing your brand or product builds credibility and confidence. - They improve SEO and dwell time
Videos keep visitors on your site longer, signaling value to search engines. - They support every stage of the buyer’s journey
From awareness to decision-making, videos adapt to every funnel stage.
What You’ve Learned in This Guide
Throughout this comprehensive guide, we’ve covered the essential pillars for success with explainer videos:
- What explainer videos are and why they work better than other content formats
- The direct impact on conversion rates, supported by real-world examples and data
- How to create high-converting videos, from scriptwriting and design to voiceover and editing
- Best practices for video placement, timing, and CTAs to drive maximum results
- Critical metrics to track and the tools you need to analyze video performance effectively
Each section has been designed to equip you with actionable strategies that can be implemented regardless of your industry, niche, or business model.
Action Steps: How to Get Started
If you’re ready to tap into the conversion-boosting potential of explainer videos, here’s what to do next:
- Define your goals
- Are you looking to increase sign-ups, sales, demo requests, or awareness?
- Clarity on your objectives will shape the script, tone, and CTA of your video.
- Know your audience
- Identify their pain points, questions, and objections.
- Tailor your messaging to resonate with their needs and behavior.
- Craft a compelling script
- Focus on benefits over features.
- Keep it concise, conversational, and aligned with your brand voice.
- Choose the right format and style
- Animated, live-action, whiteboard, or screencast — pick what works best for your message.
- Plan for distribution
- Strategically embed the video across your website, landing pages, email campaigns, and social channels.
- Track and optimize
- Use video analytics to assess performance and refine your video marketing strategy over time.
The Competitive Edge You Can’t Afford to Ignore
In an era where attention is the most valuable currency, explainer videos give your brand the edge it needs to stand out and convert effectively. Companies that leverage explainer videos aren’t just seeing incremental gains — many are doubling their conversion rates, lowering acquisition costs, and building stronger relationships with their audience.
Consider industry examples like Dropbox, Crazy Egg, and HubSpot, all of which used explainer videos not only to tell their stories but to drive massive growth. These companies understood that video is not a luxury but a necessity in a results-driven marketing strategy.
Final Thoughts
Investing in a high-quality explainer video can be one of the most impactful decisions you make for your business. It’s not just about animation or visuals — it’s about communicating your value with precision, emotion, and effectiveness. It’s about creating a moment of clarity that drives your viewers to take action.
So, if your goal is to double your conversions, elevate your brand, and connect more deeply with your audience, now is the time to harness the full potential of explainer videos. Start planning your first — or next — video today, and position your business for the growth it deserves.
Ready to double your conversions? Let your explainer video do the talking.
If you are looking for a top-class digital marketer, then book a free consultation slot here.
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People also ask
What is an explainer video?
An explainer video is a short, engaging video that explains a business, product, or service in a simple, easy-to-understand format. It uses visuals and narration to clarify complex concepts and grab viewers’ attention.
How can explainer videos boost conversions?
Explainer videos simplify your message, engage viewers emotionally, and drive action by showcasing your product’s value in a relatable way. A clear call-to-action in the video can lead to increased conversions, helping to convert viewers into customers.
What makes explainer videos more effective than other content types?
Explainer videos combine visuals, audio, and storytelling to enhance message retention. They capture attention faster than text, increase viewer engagement, and improve SEO by keeping users on your site longer, all of which contribute to higher conversion rates.
How long should an explainer video be?
An effective explainer video typically lasts 60 to 90 seconds. Keeping the video short ensures that it maintains viewer attention and delivers the key message without losing impact or becoming too lengthy for viewers to stay engaged.
What’s the ideal structure for an explainer video?
A successful explainer video should have a clear structure: start with the problem, introduce the solution (your product or service), demonstrate how it works, and finish with a compelling call-to-action (CTA) that encourages viewers to take the next step.
How do explainer videos improve SEO?
Explainer videos increase time on page and reduce bounce rates, both of which are important SEO factors. They also encourage social sharing, generate backlinks, and can rank for video-specific searches, all contributing to better search engine visibility.
Can explainer videos work for all industries?
Yes, explainer videos are versatile and can work across various industries, including B2B, SaaS, e-commerce, healthcare, and education. They help explain complex products or services, making them easier to understand for any audience.
Do explainer videos need professional production?
While professional production can improve the video quality, you can create effective explainer videos with basic tools, especially for smaller budgets. The key is clear messaging, engaging visuals, and a concise script that resonates with your audience.
What types of explainer videos are there?
Explainer videos can take various forms, such as animation, live-action, whiteboard, motion graphics, or screencasts. The choice depends on your brand, the complexity of your product, and your target audience’s preferences.
How do you measure the success of an explainer video?
You can measure success by tracking metrics like view count, play rate, engagement rate, click-through rate (CTR), conversion rate, and average watch time. These indicators show how well the video captures attention and drives desired actions.
Where should I place my explainer video?
Your explainer video should be placed on high-traffic pages like your homepage, product pages, landing pages, and email campaigns. It’s also effective on social media and video platforms like YouTube and Vimeo for greater reach and visibility.
How do explainer videos increase customer trust?
Explainer videos allow you to showcase the value of your product in a transparent, relatable manner. By addressing customer pain points and presenting solutions clearly, they foster trust and make it easier for prospects to connect with your brand.
Can explainer videos be used for lead generation?
Yes, explainer videos are excellent tools for lead generation. They can encourage viewers to submit their contact information, subscribe to newsletters, or request a demo, making it easier to build a list of qualified leads for your business.
What’s the cost of creating an explainer video?
The cost of creating an explainer video can vary greatly depending on the production quality, length, and complexity. Simple animated videos may cost a few hundred dollars, while high-quality, custom videos can range from $2,000 to $10,000 or more.
How can I make my explainer video more engaging?
Make your explainer video engaging by using a compelling script, dynamic visuals, and an emotionally appealing voiceover. Incorporate humor or relatable scenarios, keep the pacing quick, and ensure the video aligns with your target audience’s interests and pain points.
What’s the best call-to-action (CTA) for an explainer video?
The best CTA should be clear, direct, and actionable. Examples include “Sign up now,” “Start your free trial,” or “Request a demo.” The CTA should align with the video’s objective and be placed strategically at the end or mid-video for maximum effectiveness.
Can explainer videos be used in email marketing?
Yes, explainer videos can be highly effective in email marketing. Including a thumbnail or GIF of the video in the email can drive more clicks and increase engagement, leading to higher conversion rates for the email campaign.
How do explainer videos help in product demonstrations?
Explainer videos help demonstrate your product in action, allowing prospects to see exactly how it works and how it solves their problems. A visual demonstration is far more effective than a written description, helping potential customers visualize the benefits.
Are explainer videos effective for e-commerce sites?
Yes, explainer videos can be highly effective for e-commerce sites. They can showcase product features, explain how products work, and highlight key benefits, ultimately boosting consumer confidence and increasing the likelihood of a purchase.
How do explainer videos enhance the user experience?
Explainer videos provide instant clarity, guiding users through complex information quickly and effectively. This improves the overall user experience by reducing confusion, answering common questions, and providing value in an easily digestible format.
Should I include animations in my explainer video?
Animations are a popular choice for explainer videos, as they can visually simplify complex ideas, engage viewers, and make the content more memorable. However, live-action videos can also be effective, depending on your brand and the type of product or service.
How do explainer videos fit into a content marketing strategy?
Explainer videos can be a key component of a content marketing strategy by driving traffic, increasing engagement, and enhancing SEO. They can also be shared across multiple channels (website, social media, email) to reinforce your brand message and generate leads.
What’s the role of voiceover in explainer videos?
A voiceover is crucial in an explainer video as it narrates the script, delivering the message clearly and concisely. The tone and style of the voiceover should match your brand voice to ensure a seamless, cohesive experience for your audience.
How can I improve my explainer video script?
To improve your explainer video script, focus on clear, concise messaging that directly addresses the problem your target audience faces. Use a friendly, conversational tone, and ensure the script aligns with your brand’s voice while keeping the call-to-action clear and compelling.
How does an explainer video compare to a demo video?
An explainer video provides a high-level overview of your product or service, focusing on solving problems. A demo video, on the other hand, goes into more detail, showing how the product works step by step. Both are valuable, depending on your audience’s needs.
How do I promote my explainer video?
Promote your explainer video through multiple channels, such as social media, email campaigns, and paid ads. Embed it on your website, share it in blog posts, and optimize it for SEO to ensure maximum reach and engagement.
How can explainer videos improve brand awareness?
Explainer videos help introduce your brand and explain your unique selling points in a simple, engaging format. This enhances brand awareness by making your message more accessible and shareable, increasing your reach across multiple platforms.
What are the best platforms for hosting explainer videos?
YouTube, Vimeo, and Wistia are among the top platforms for hosting explainer videos. They offer robust analytics, easy integration with websites, and good SEO benefits. Social media platforms like Facebook and Instagram also work well for sharing videos and driving engagement.
Can explainer videos be used for onboarding?
Yes, explainer videos are ideal for onboarding new customers or users. They can walk users through initial steps, explain features, and show how to get the most out of your product, helping to reduce confusion and improve user adoption.
How can I make my explainer video mobile-friendly?
To ensure your explainer video is mobile-friendly, make sure the visuals are clear, the text is legible, and the video is optimized for different screen sizes. Keep the video’s file size small to ensure quick loading times on mobile devices.
What type of explainer video works best for B2B companies?
For B2B companies, animated or motion graphic explainer videos often work best, as they can simplify complex ideas and highlight ROI. These videos should focus on demonstrating how the product or service solves business challenges and improves operations.
How can explainer videos reduce bounce rates?
By providing engaging, easy-to-understand content, explainer videos keep visitors on your website longer, reducing bounce rates. The dynamic nature of video captures attention and encourages viewers to explore your site further, improving user retention.
How often should I update my explainer video?
It’s important to update your explainer video whenever your product evolves, your target audience shifts, or your marketing message changes. Regular updates ensure the video remains relevant, accurate, and aligned with your current offerings.
Can explainer videos be used in paid ads?
Yes, explainer videos are effective in paid ads, especially when targeted to relevant audiences. They capture attention quickly and communicate value in a short amount of time, making them ideal for driving traffic and conversions in paid campaigns.
