Do you know of any cases where a high quality explainer video (in terms of great animation and a great script) had a higher customer conversion rate than an explainer video with poor animation and script?
If your talking about the pixel quality it depends on your brand. The content of the video is far more important.
You should take into account on a broader level whether an explain-er video will increase conversions verse a text based explanation due to trade offs.
Video: Visual elements help with user experience and also increase transparency with brand. The con is that search engines can't read video's and only the video description will be recognizable. (A work around is having a transcript of the video which may take away from the user experience). Also video's decrease your websites page speed.
Text: This will allow people and search engines to read your content. May decrease visitors engagement and increase bounce rate.
Solution: I have been in a position where we did an A/B text on having a video verse image to explain the concept. Turns out both performed nearly identical. We choose the image because videos hurt page speed. Page speed is a part of Google's algorithm for search engine results. Consider creating a landing page with bullet points around customers pain points (not your product/service benefits) with a CTA that takes them to your video or offer. With an explain-er video I'm guessing your offering an unique product or service.
Is better better than worse? Of course.
Think of every TV ad you've ever seen. Would the advertising industry have spent so much money for decades on glossy message delivery if shoddy workmanship were equally good?
Undoubtedly they've performed numerous studies that justify their expenditures. Do you need to cite those studies? Common sense ought to suffice.
At my tech PR firm Write2Market, ranked among the top 10 in the United States for Startups, we have produced a lot of explainer and demo videos. Quality matters to the point that you have to look professional. After that, overproduction is a waste of time and money. Most startup video video is overproduced and underscripted. It comes across as "unbelievable." Pay attention to the story (great script) and call to action to influence conversation rate. Production quality (animation) is not in the top 3 key drivers of conversation. Founders story video has the highest early conversion rate because you get the added (low production!) emotional connection impact. Feel free to reach out to me if you'd like to discuss this more.
I dont think you should spend $$$ for quality video. The main questions will be: Is your website audience quality or not? If the website audience is quality - your product will sell without video.
But if your website gets junk traffic, then the quality video will not work.
A quality video will be good only if you do A/B testing and test what triggers a user to convert? Does a video triggers him/her? or Headline? or Call to Action?
Dont spend $$$ on quality videos if you have not found our what is your highest converting module. (Video, price, description, pdf, ebook, whitepaper.....)
Hi there! In my experience, the conversion rate is not a direct result from the quality of the video, but from the target you are pursuing. Some targets and products need, on the contrary, a lower quality video, which impacts in emotion from an "easy going" perspective. I think you will have the best demonstration not in external examples, but on your own experience. You can try both, but with very little investment, to measure the impact the quality has in your specific target, before going in a further planning. What it really matters for sure, always, is the emotions you appeal and the direct call to action to generate the conversion. Of course, it all depends on the product /service you are dealing with, and the target to whom you direct to. I hope I was clear in my point of view. I remain available for any questions you should have. Cheers!
Yes, in my experience producing over 700 explainer videos with my company (www.Gisteo), higher quality videos convert more.
Importantly, however, it's the script first and foremost that dictates "quality." Think of the script as king, visuals as queen or maybe even prince :)
I'd much rather have a compelling script with so-so animation/imagery than a mediocre script produced by the finest animators at Pixar. The story is what sells. Eye candy is more of a nice bonus....it can never be the other way around!