Intro & Explainer Videos
If a picture paints a thousand words, video communicates even more. Being such a powerful mode of communication, we strategically invested in a few key projects that significantly impacted the user journey from skeptic to customer. My responsibilities ranged from Creative Direction, to scripting, to execution.
First, a high-level introduction from our page on the Shopify App store:
Working with a team of contractors and our Lead Visual Designer, we wrote a script, then storyboarded several iterations of the video, ultimately working with 3D animators to complete the product models then video animators to produce video. I selected a voiceover artist, and finalized the video by layering in the narrative and music track.
This video is the #2 most clicked thing on the app store page.
(The install button is #1.)
As a new concept, we found that telling the story of businesses working together was most effective.
The intention with the aesthetic approach is to create a sense of magic, and invoke a sense of amazement in regard to what is possible with Carro. The Shopify’s App Store “Listing Page” is the most critical point in the marketing funnel and new customer journey, and a successful install occurs often because of this video.
Some customers want more detail.
Customers on our website ask: How does Carro actually work?
In collaboration with CX and Product, I scripted videos that dive a bit deeper into how Carro works and it’s value props. Our talent, David, is also the Lead Customer service rep, so utilizing him established a baseline of report with our customers.
I also managed the budget, and worked with our team to select the location and videography team. After the shoot, my Lead Visual designer and I collaborated on the storyboard and execution animations that augment the script.
When viewed on our sales site, this and the following videos are linked together through a product called Tolstoy that enables viewers to choose their own adventure and dive deeper into the role that is most suited to their business. You can see it in action here.
When run as an ad, the video converted qualified users at a rate of 20%.
More about Supplying…
Even the notions of “Supplying” and “Retailing” need explaining, as in traditional B2B relationships like wholesale and drop-shipping, there are various terms for the respective roles. We found we had to choose those that made most sense for our product, then clarify.
I aimed to strike a balance between communicating the essential idea, and showing/demonstrating specific UI to confirm in the viewer’s mind that the product is real, and the features actually work like we portray, without overcomplicating with screenshots that are too detailed for the pace of the video.
More about Retailing…
Everything about these videos is meant to inspire the viewer to take the next step toward brand partnerships – installing Carro. My intention was to both create a sense of wonder about the magic of the product and answer enough questions that the viewer felt confident moving forward.
25% of visitors to our site watch the Intro video, and of those, 50% also watched one or both of the Supplier and Retailer videos.
For those users who want more information, or find out about Carro from marketing efforts, they may be funneled to our sales site.