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Explainer videos are short online advertising videos, usually between 30 seconds to 2 minutes long, that explain your company’s service or product.

Explainer videos can be animated or live-action, yet are always fast-paced, clear, and usually feature a professional voiceover.

But what do they do?

The power of explainer videos on your website

There are unlimited benefits to a well-made explainer video. You can utilize explainer videos to:

  1. Increase conversions
  2. Customer acquisition
  3. Customer engagement
  4. They even have the potential to go viral and increase brand awareness.

Explainer videos also work great on your landing page. Studies have stated that landing pages which include a video, enjoy 80% more prominent conversions.

And for email, the numbers are entirely amazing, too. Including a video in your emails can…

  • Boost open rates by 19%.
  • Increase click-through rates by 65%.
  • Reduce unsubscribes by 26%.

And if you’re looking to increase your Google ranking (who isn’t?) then you should know this:

Embedding your own high-quality videos on your website can make you 3x more likely to rank on the first page of results.

A golden opportunity for any ecommerce business!

“Video marketing is exploding in popularity and will eventually be the most well-known way to showcase a business. Because videos are extremely effective when it comes to improving an individual’s understanding of your product or service.”

– Neil Patel, Founder of KissMetrics & Co-Founder of Crazy Egg

And it gets better…

  • 93% of organizations that utilize video accept that it has increased user understanding of their product or service.
  • 36% of businesses believe that they’ve received fewer support inquiries as a result!
  • 45% of businesses who utilize video say they have an explainer video on their landing page.
  • 83% say their homepage has turned out more successful

Take your basic 4-stage sales to funnel…

You could apply an explainer video to each phase of this funnel to enable potential customers to understand your offering and move them onto the next phase.


Awareness Stage

Somebody is still unaware or has just become aware that you exist. Maybe they stumbled upon your YouTube channel or your website, or maybe they clicked on a link shared by a friend.

Most likely, they saw your explainer video promoted or advertised on Facebook.

This kind of explainer video introduces your business. Specifically, the problem you’re out to solve.

This is your first time with a potential new customer, so make it count by making it clear how your product can solve the problem or fill the need they’ve got.

Interest Stage

By now you’ve got their attention. They know what your identity is and what you do. Here, your explainer video might be focused on a particular product or category of products.

In your first explainer, you discussed how your business can help out at a high, not very complex level. In this explainer, you can go into a bit more detail.

What do you talk about? Here are a few ideas:

Testimonials, features, benefits, are all great to include at this stage. You want to create more of an emotional connection

Action Stage

They’re either going to click BUY or as of now have. This explainer is tied in with closing the deal for those last-minute, perhaps hesitant shoppers.

Heavy on the visuals and advantages, this is more or less close holding your product in their hands.

Decision Stage

Alright! They’re getting closer to hitting that BUY button. Now’s the opportunity to really pile on the advantages. Get them excited about the specific thing they’re interested in.

Here, your explainer ought to incorporate much high-quality footage and pictures of your product as possible, with every single feature and benefit obviously explained and demonstrated.

6 Ecommerce Explainer Video Examples

Your explainer video covers all the bases at once. It’s the perfect way to turn cold prospects into leads and leads into customers.

 Why Explainer Videos Work

There are two kinds of people, one that goes with verbal learning and others that go with visual learning. Explainer videos have both powers, which allow more people to engage with it and thus, have more power to convert visitors into leads.”

– Moosa Hemani, Founder & CEO of SETalks

OK, so let’s see some already!

Native Union

Native Union has done a great job of growing their business over the past few years, thanks in no small part to their attractive, high-quality explainer videos

The Human Solution

A product demonstration video is basic when you’re selling a product like a standing desk. The Human Solution’s explainer is an incredible example of a demo done nicely

New Chapter Vitamins and Supplements

You don’t need much money to make a viable explainer video, either. A single-camera, some music and a couple of graphics can support to increase engagement and conversions


Ever thought about what that tape is which you see sportspersons wearing? RockTape’s has an explainer video for that


Another amazing example of how voiceover, some incredible camera work, and cool music can truly lift a simple product demonstration

Everything Orgo

At six seconds, Orgo’s explainer is proof that you don’t need to get fancy to be compelling

Final Word

Phew! That’s a lot to take in. Let’s wrap this up with a couple of strong tips for benefiting from your explainer video.

How to create high-converting explainer videos

  • Nail the script — Try this If you can hire a professional.
  • The shorter the better — Under a minute is great (don’t go over three minutes)
  • Benefits over features — Concentrate on the benefits your products can bring the first, instead of showing how cool its features are
  • Great lighting and sound — You don’t need to go pro if you can’t afford to, yet maintain high production value as you can
  • A clear CTA — Let individuals know where they can visit for more data, or where to purchase
  • Create for your audience — Don’t create content for the sake of it and then discover an audience. Find out what’s bugging people, and make substance to address it
  • Have fun — making videos should be fun, so don’t give the procedure a chance to turn into a pound.

What’s more, if you’re still not convinced that video is worth the effort, we’ll leave you with this kicker… YouTube is the second most popular search engine for videos in the world.

How about that? Thinking of YouTube Marketing

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