The Role of Explainer Videos in Reducing Cart Abandonment

Discover how explainer videos can be a game-changer in combating cart abandonment.
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Last update:

July 17, 2023

The experience of online shopping has become more convenient and user-friendly in the dynamic world of e-commerce. Nevertheless, the high percentage of shopping cart abandonment is a problem that all online retailers continue to experience. In this case, customers add things to their online shopping carts but leave the page before making a purchase. It's comparable to a customer entering a real store, adding products to their cart, and then departing empty-handed. This is not a unique problem; in fact, in 2020, the average global percentage of shopping cart abandonment was a startling 69.57%.

Not only does cart abandonment result in lost sales opportunities, but it also shows a gap between the consumer's initial curiosity and their eventual decision not to buy. Online retailers are always working to close this gap, and several tactics have been implemented to do so.

Among a variety of such tactics, explainer videos have drawn a lot of attention because of their compelling quality and potency. Explainer videos have the potential to positively affect the consumer's purchase choice because of their distinctive combination of fun and knowledge. They serve as a means of connecting with consumers, responding to their questions, and assisting them throughout the buying process, rather than just as a marketing tool.

In this article, we'll examine the idea of cart abandonment in depth, examine the effectiveness of explainer videos, and consider how the latter might significantly lower the former. So, if you're a marketer, an e-commerce business owner, or just someone interested in e-commerce methods, this piece will offer insightful information and useful advice. Let's get going!


Understanding Cart Abandonment


In the e-commerce sector, shopping cart abandonment is a problem that frequently occurs. It's a situation where a potential consumer starts the online order check-out procedure but abandons it before purchasing. This phenomenon, appropriately dubbed "cart abandonment," occurs when a customer leaves a shopping cart full of goods in a physical store and leaves without making a purchase.

The causes of cart abandonment are numerous and complex. Customers may occasionally browse without planning to make a purchase. Some people can become sidetracked or opt to put off making the purchase. But a number of particular problems frequently result in cart abandonment. Globally, high supplemental expenses, including shipping, taxes, and fees, are the main cause of cart abandonment. ShipSaving is a best partner when it comes to shipping costs. ShipSaving provides discounted shipping labels from USPS, FedEx, and DHL.ย  Customers may be discouraged from finishing their purchases by a difficult checkout process, a website that frequently crashes, or a website that loads slowly.

In addition, a lack of trust is a crucial element. Online customers must feel confident in their transactions, especially when sharing sensitive data like credit card numbers. Customers are more likely to abandon their carts if the website does not appear trustworthy or does not provide clear information about security precautions.

Understanding cart abandonment requires more than just awareness of the issue; it also requires an understanding of online customers' motivations and behaviors. Understanding the customer journey and locating the instances at which customers decide to give up on their purchases are necessary. This knowledge serves as the foundation for creating tactics to lower cart abandonment, one of which is the use of explainer videos, a subject we will explore further in the section that follows.


The Influence of Explanation Videos


Explainer videos are a powerful tool in the e-commerce industry. They are succinct, interesting videos that aid in describing a business's goods or services. In addition, they serve as a communication tool that makes complex information easy to understand and interesting to listen to. They simplify complicated product specifications so that the ordinary consumer can understand them. They frequently employ storytelling tactics to make the information more approachable and memorable.

Because they can convey a lot of information in a brief amount of time, explainer videos stand out in the digital age, where attention spans are getting shorter. This is crucial in e-commerce because buyers are frequently overloaded with information and product options. Consumers can better grasp and recall a product's special selling qualities with the help of a good explainer video, which can distinguish it from competitors.

Research backs up the effectiveness of explainer videos. Customers are more inclined to buy a product after watching a video about it, according to studies. 95% of people have viewed an explainer video to learn more about a good or service. Videos are an effective way to deliver information since the brain processes them 60,000 times faster than text does.

Explainer videos also have the ability to arouse emotion, which is more difficult to do with words or visuals. Videos that can elicit a particular emotion in a consumer about a product have a greater probability of changing their purchasing behavior. Emotion is a key factor in purchasing decisions.

In a nutshell, explainer videos' strength comes from their capacity to convey information in a way that is compelling, memorable, and emotionally impactful. As a result, they are an effective tool for lowering cart abandonment rates.


The Impact of Explainer Videos on Cart Abandonment


Explainer videos are a powerful tool for boosting conversions and improving the overall shopping experience since they have the capacity to target and alleviate the main causes of cart abandonment.


Enhancing Product Understanding: Uncertainty regarding the product causes many online shoppers to abandon their carts. They might not be aware of its advantages, functions, or characteristics. This problem can be directly addressed in explainer videos. They provide a clear explanation of the functions, qualities, and advantages of a product. These videos let prospective consumers envision themselves using the product by demonstrating it in use, which lowers uncertainty and promotes purchase completion.

Building Credibility and Trust: In e-commerce, credibility, and trust are essential. Customers are less likely to finish a transaction on a website they don't trust. Building this trust can be aided through explainer videos. A well-produced, high-quality film tells clients that the business is trustworthy and committed to its goods. Businesses may use videos to show off their personalities, engage with clients personally, and establish a trustworthy rapport.

Providing Solutions for Potential Barriers: Explainer videos can also assist in addressing certain problems that cause cart abandonment. An explainer film, for instance, can walk viewers step-by-step through a complicated checkout procedure, making it look less intimidating and preventing customers from leaving their carts empty. If buyers are worried about shipping, a video can clearly and simply explain the shipping procedure, charges, and dates. Explainer videos can direct clients toward finishing their purchases by anticipating probable problems.


Explainer videos essentially serve as salespersons, taking the customer through the buying process while addressing their worries, responding to their inquiries, and encouraging them to make a purchase. Explainer videos can drastically decrease cart abandonment rates by increasing comprehension, fostering trust, and providing solutions.


Guidelines for Producing the Best Explainer Videos


More than merely filming your product is needed to produce an excellent explainer video. It calls for thoughtful planning, ingenuity, and a deep awareness of the requirements and expectations of your audience.


Superior Video Production: A video that is done incorrectly can cause more harm than good. Putting money into professional explainer video production is crucial. This includes sharp audio, crystal-clear graphics, and expert editing. It's worth the expense because the caliber of your video reflects on your company and your goods.

Storytelling and Brand Identity: Explainer videos ought to create a narrative as well as promote a product. The principles and brand identity of your company should be reflected in this story. You may make the video more interesting and establish a closer connection with your audience by including the narrative and personality of your company.

Clear and concise: Explainer videos that get to the point fast are the most successful. They must be brief, uncomplicated, and free of extraneous details. Remember that the objective is to convey the details of your product or service in the simplest terms possible, so refrain from employing jargon or difficult words.

Focus on the Benefits: Rather than only highlighting the elements of your product, your explainer film should highlight the advantages it offers consumers. Demonstrate to your audience how your product can make their lives better or solve their difficulties. This improves the attraction of your goods and raises the likelihood that someone will buy them.


You can make explainer videos that not only grab your audience's attention but also inspire them to take action by following these best practices.


Using explainer videos in your e-commerce plan


The crucial next step after creating your explainer videos is to effectively include them in your e-commerce strategy. These videos must be positioned where they will have the greatest impact; merely having them is not enough.

Directly embed explainer videos into your product pages. Customers can do this and watch the movie while debating making the purchase, giving them useful information that may influence their choice.

Landing pages: These are yet another excellent location for explainer videos. A strong video may capture viewers' attention right away, lengthen their stay on the website, and raise conversion rates.

Sharing your explainer videos on social media can aid in bringing new visitors to your website. Additionally, it makes it simple for your current customers to share your videos, broadening your audience.

Email marketing may boost click-through rates and conversions by using explainer videos in your emails. It gives your subscribers useful content, which can boost traffic and sales.

It's also essential to keep an eye on how these videos affect your cart abandonment rates. This enables you to assess their efficiency and make the necessary changes to your plan, guaranteeing that your explainer videos are consistently improving the performance of your e-commerce.



E-commerce companies are very concerned about cart abandonment. However, organizations can successfully address this issue with the judicious use of explainer videos. Explainer videos improve product comprehension, foster trust, and provide answers to potential shopping process obstacles, all of which increase the possibility that a cart will be filled up.

If you haven't already, it's time to begin making and incorporating explainer videos into your e-commerce strategy. Keep in mind that the main objective is to give prospective clients useful and understandable information about your goods or services. If cart abandonment is because of high supplemental expenses such as shipping fees, do not forget ShipSaving can help you with that by creating a free account. It's time to convert those shopping cart abandonments into profitable transactions.


Written on:

June 7, 2023
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