How to use animated explainer videos to increase conversion rate?

The term software-as-a-service (SaaS) refers to a category of subscription software that helps organizations manage specific processes or tasks.

Many B2B SaaS vendors offer animated explainer videos to help prospects understand what their software does and how it can help them.

According to a topexplainers.com study, explainer videos on landing pages improve conversion by 86%.

In this guide, we will explore what elements to incorporate and what to exclude in your animated explainer video to improve the chances of customer conversion.

This exercise is essential because creating a B2B SaaS explainer video that appeals to your audience's sensibilities, answers their questions, and reassures them that their investment in your product or service will pay off handsomely.

That being said, let’s begin by discussing why conversion is such a big deal for B2B SaaS companies:

‍

Why do B2B SaaS companies want to improve their conversion rates?

Business-to-business SaaS companies often have a low conversion rate because the B2B market is very competitive, and it is difficult to get people to convert.

There are a number of factors that contribute to this, including the high initial investment, the steep learning curve of the software, and the poor customer service provided by many B2B companies.

The following chart provides SaaS conversion rates for website-visitor to free-trial-sign-up:

To improve your conversion rate, it is important to make your software easier to use and provide excellent customer service.

The first thing they should do is evaluate the current conversion rate, which is the percentage of visitors who become leads. There are a few ways to do this.

• The company should, for example, make the checkout process more user-friendly and increase the amount of useful content on the site.
• The second way is to improve customer onboarding and training. The best way to do this is by using animated explainer videos.

How can animated explainer videos help B2B SaaS companies improve conversions?

As a B2B SaaS company, improving your conversion rate should be your top priority.

SaaS explainer videos are a great way to quickly and effectively explain what your service does, how it can benefit potential customers, and why they should sign up for it.

In this section, we will discuss what factors to keep in mind when you create and use animated explainer videos:

‍

1. Shun complexity

Why should animated B2B SaaS explainer videos be not too complex?

Creating animated B2B SaaS explainer videos requires striking the right balance between providing enough information to be helpful without overwhelming viewers.

The most important thing is to tell potential customers what your product or service can do for them, rather than provide technical information.

A B2B SaaS explainer video should include certain essential information. For example,

• Describe briefly what your product can do for businesses, and how it can benefit customers or prospects.
• Address common objections that prospects might have, such as pricing or features.

By keeping your animated B2B SaaS explainer videos focused and to the point, you'll be more likely to engage and educate your target audience, leading to more conversions down the line.

This 30 second explainer video created by Content Beta for Pipe, the tool that enables SaaS companies to grow without dilution by financing their SaaS receivables, does a great job of explaining how the product works:

2. Search engine optimize

Why should animated B2B SaaS explainer videos be search engine optimized to improve conversion rates?

If you're running a B2B SaaS business, you know how important it is to have a high conversion rate. After all, that's how you make money!

Optimizing your animated B2B SaaS explainer videos for search engines is one of the ways to do it .

What does that mean, exactly? It is the process of making sure your content is easily found by search engines such as Google.

When your content is optimized, your target audience is more likely to find it when they're searching for information related to your product or service.

There are several ways to optimize your explainer videos for search engines:

• The most important one is choosing the right keywords. A keyword is a word or phrase people use when they search for information online. When you choose the right keywords for your explainer videos, you're more likely to show up in search results when they search for those keywords.
• Another important factor in SEO is making sure your videos are high-quality. A video that looks professional and is well-made is more likely to be viewed. The key to producing engaging animated explainer videos is working with a professional animated explainer video company.
• Finally, you should make sure your videos are easy to share. When people see a video they like, they're more likely to share it with their friends and followers. As a result, more people will see your video, which can lead to more conversions.

If you're ready to improve your conversion rate, make sure your animated B2B SaaS explainer videos are search engine optimized.

Here is a video that explains how YouTube search works:

3. Use social media

Why should animated B2B SaaS explainer videos be used on social sites to improve conversion rates?

As businesses evolve and technology advances, they should try to market and sell their products differently.

No longer can we rely on traditional methods such as print advertisements and face-to-face meetings to get the word out there. We must now look to digital channels such as social media to reach our target audiences.

To improve your conversion rates, an animated B2B SaaS explainer video needs to be:

1. Attention-grabbing: It can be difficult to cut through the noise and grab people's attention in an information-rich world. But with an animated explainer video, you can be sure that your target audience will sit up and take notice.
2. Easy-to-understand: Explainer videos can explain any product or service in bite-sized chunks that even a layperson can understand.
3. Versatile: Animated explainer videos can be used for a variety of purposes, such as product demos, remote video testimonials, or even to tell your brand story.

Here is an example of an animated explainer video created by Content Beta for Twilio, the one-stop API platform:

4. Educate users

Why should animated B2B SaaS explainer videos be used for customer education to improve trial conversion?

Explainer videos are an incredibly powerful marketing tool with an ability to grab attention and hold it, while also delivering a concise and clear message. This makes them the perfect tool for customer education.

When used for customer training, animated explainer videos can help improve conversion rates in a number of ways:

• They can help explain your product or service in an easy-to-understand manner since many people dislike complicated products and services.
• Second, explainer videos can help build trust with your audience. If they can see that you're taking the time to explain your product or service clearly and concisely, they're more likely to trust you. This is important, as trust is essential for conversion.
• Finally, if your explainer video is well-made and informative, it will help increase awareness of your brand, leading to  better conversion rates.

Watch this animated explainer video created by Content Beta for TapClicks, the Smart Marketing Cloud, that is used as a ‘How-to’ video:

5. Include a call to action

Why should animated B2B SaaS explainer videos use a clear call to action to improve conversion rates?

A CTA is a call to action that tells your viewers what you want them to do next. It could be something like "Visit our website for a free demo" or "Sign up for a free trial."

The importance of having a call to action cannot be overstated. But as the Content Beta study involving more than 100 top SaaS companies suggests, even top companies like Airtable can forget to include a call to action in their product demo videos.

Using a CTA in your video can help improve your conversion rates because it makes it clear to your viewers what you want them to do next. When they're not sure what to do, they're more likely to leave your website or not take any action.

However, it's important to make sure that your CTA is relevant to your video and that it's not too pushy. You don't want to turn your viewers off by being too sales-y.

This animated explainer video created by Content Beta for AutoLeap, the Auto Repair Shop Management Software, ends with a simple but effective call to action that tells viewers what they should do next:

Wrapping up the article

For B2B software companies, it is a constant struggle to improve their conversion rates.

If you're looking for a way to improve your conversion rate, animated explainer videos are a great option.

This guide discussed how animated explainer videos can be used to convince prospective customers that they are getting a great deal.

We also cited animated explainer videos' effectiveness, informative nature, and ability to help you rank higher in search results as some of the reasons why you should use them.

So, if you're not using them already, now is the time to start!