Thinking of investing in an explanation animation?
How can you be sure that it's worth the investment?
We've already discussed the necessary considerations when choosing the right level of detail and style for your explanation animation. However, the fact remains that making a good explanation animation is still a significant investment, particularly if you are a small business. When is it wise to have an animation made, and when is it better to wait a little longer? Below, we discuss the elements you need to take into consideration before making your decision.
Am I ready for an explanation animation?
Explanation animations are a popular tool amongst startups to collect the necessary starting capital through crowdfunding. In an animation, you can clearly explain what your product, service or idea is and why you you are worth investing in. But it doesn't end there, if you are looking to renew or optimise your product, it's important that you are able to clearly and concisely explain the added value of the upgrade. You could choose to explain the changes through length manuals full of specifications, but it's much simpler if you choose an explanation animation. The fewer people who have to wrestle through pieces of text, the better.
Having said that, an explanation animation can also be a pitfall for starting entrepreneurs. When you are designing a new product, often adjustments will be made based on the feedback you collect over time, so it's possible that the animation may quickly lose its relevance. You may find that your self-made cardboard drone is not actually as waterproof as you thought. To avoid having to spend more time and money updating your animation, we advise that you omit parts of your product from the animation which you are not 100 percent sure of. In some cases, it is simply wiser to wait a while for your product to be tested so you can be sure that the main concept of your idea will not change in the near future.
What if I don't make an explanation animation?
As with any marketing and communications release, it is difficult to precisely calculate what the ROI will be. The easiest way to gather these metrics is to perform an A/B test of your landing page; one period with an animation and one period without. This allows you to measure the difference and the amount of leads generated within each timeframe and how many conversions you were able to generate.
If you recognise yourself in one of the following scenarios, an explanation animation may be a worthy investment for you or your business:
It takes an excessive amount of text on our website or time in personal conversations to explain exactly what we do.
This is, by far, the most common reason why organisations need to use an explanation animation. These days, products and services are becoming increasingly complex, and the target group requires more and more knowledge to understand you. Often businesses will fall into the trap of using professional, technical terms and jargon to explain what they do but beware; you risk confusing your audience and reduce your chances of giving a clear explanation. We think this is a shame, and it happens so often that we've even made a name for it at at Funk-e: 'The escalation to bullshit'!
Symptoms of this 'problem' are a high bounce rate on your website, visitors leaving the website after only short periods of time, low quality of incoming leads and prospects asking questions about your company that should have been easily explained beforehand. Each of these symptoms not only costs you time and money, but reduces your overall customer experience by not providing a clear explanation of what you do, and we think it's a shame that this happens so often!
We are looking for a means to distinguish ourselves and to convince our target group of the added value of our product or service.
Animations are a popular way of explaining complex topics. Many animation agencies will promise you that their animations will easily distinguish you from the rest of the market, but we feel that this is purely salesmanship and them telling you what you want to hear as a customer. This desire also bears witness to an exaggerated focus on selling the added value or 'benefits' of your product. This sales trend assumes that your target audience does not care about how it works, but just what it delivers.
This approach is no longer effective, everyone is thinking about cost savings, efficiency and people simply want to work with companies that are transparent and unburdening. Just because they work in a different industry does not make them foolish. Therefore, we believe it's important to clarify the process or principle in your explanation animation and explain how your business can add value, then let your target audience draw conclusions themselves. The more clearly you can explain something, the more expertise you show your audience and the better you can convince them.
How can you use an explanation animation?
It's essential that you think about how you're going to distribute your explanation animation in advance. Which phase of the customer journey will your target audience watch the animation in? Through which channel will they be viewing the animation? An explanation animation has much more potential than just perking up a landing page, so make sure you get the most value for your investment by developing a good distribution strategy. Want to learn more about distribution? We are happy to help! Simply fill in the contact form below and we'll get back to you within one business day.
Let's start explaining together!
Do you have a complex topic you need to explain? Not to worry, we're always here to help! Just give us a call on +31 (0) 10 413 27 34 or fill in the contact form below.