A couple years ago we helped Crazy Egg produce an explainer video. That single video has gone on to change their business and ours.
After adding the video to their homepage, conversion rates shot up by 64%, generating an extra $21,000 in monthly revenue.
At Demo Duck, it seems like every other potential customer we talk to mentions Crazy Egg as a video they resonate with.
So what is it about the Crazy Egg video that’s so effective?
To find out, let’s walk through the video together from start to finish and identify the key elements contributing to its success.
#1 Pitch your company early
These days, viewer attention spans are short, like 8 seconds short, so introduce your company in the first 5 seconds in case they don’t make it through.
#2 Frame the problem
Setting up the problem helps your viewers immediately relate to the pain they’re experiencing and builds anticipation for your solution.
#3 Introduce your product or service
What’s the solution you offer that solves the problem or eases the pain? In my opinion, this is probably the most important part of the video. You should be able to sum up your company, product, or service in a single sentence.
When I first joined Demo Duck, my team members set up personal meetings to introduce themselves and get to know me, which instantly made me feel more comfortable early on. Of course, depending on the company, this may or may not be standard. If not though, I would urge you to find time to video call the people you will be working closely with or perhaps suggest this to the person who offers you the position. Even if most of your interactions are through messages and emails, having a face and voice to associate can help immensely.
Demo Duck, and many creative companies like it, have more remote employees than ever before. And that’s not a bad thing. Remote work opens the door to a wide array of jobs you might not have been able to take if it was in person. Now you can build your career without necessarily having to commit to a move. But it can still be helpful to remember some of the ways a creative job might be affected by the remote setup. Just focus on the ways that work for you so that you start your new job confidently.
#4 Explain how it works
To explain how your product or service works, you want to use examples or visuals if at all possible. Talk about the various features, but don’t forget about the benefits!
#5 Show how easy it is to get started
Make it impossible to say no. For example, Crazy Egg offers a free trial and it only takes 30 seconds (limited time commitment). It’s easy and it works, so why wouldn’t you try it?
#6 Seal the deal
Whenever possible, use social proof (logos, testimonials) to build trust and close the sale. Reinforce the call to action with a very specific next step.
Keep in mind, this isn’t some sort of magical recipe (although maybe it is), and every explainer video doesn’t have to follow this exact flow, but including each of these elements at some point in your video is important to its success.
By studying what has worked well in the past, we can better understand what might work now and in the future.