Andoto Teardown Series #001

ConvertKit Video Teardown

Every week, we pick a company and break down their main sales video.

Learn how you can make your videos more effective by improving the message, production value, and appearance on your website.

    Ah, ConvertKit. Our favorite email provider.

    It's no exaggeration for us to say ConvertKit literally changed the trajectory of our business.

    Like many others, we started off using MailChimp for its generous free tier, but as our list grew, we came to hit the painpoints that ConvertKit swiftly resolved.

    ConvertKit won us over with their non-hierarchical list organization, and their powerful tagging system and automation features have become features that we can't live without.

    Let's see how their main sales video does in our first ever Andoto Video Teardown Series.

    Here's what this video does right.

    1. ConvertKit selected a great music track.

    The music track really does a lot to keep the video humming along. It's got a certain energy to it without being distracting to the primary objectives of the video (though, I'd be lying if I didn't say it reminded me of that 50 cent track from the early 2000s.) Kudos to a solid selection!

    2. The voiceover quality is crystal clear.

    Many companies have trouble producing a balanced audio mix within their videos. That's not something you're going to find here. Your audio recording sets the precedent for the professionality of a video, and the team at ConvertKit really nailed it here.

    Though not terribly noticeable, it's worth mentioning that there's a strange abnormality which occurs at 1:16 – it seems as if the recording of this part of the script occurs in a separate room carrying a different background noise.

    3. ConvertKit has a beautiful and professional logo animation.

    C'mon. How dope is that thing? I have stopped the video, taken it back to the beginning, and played it again several times now just to marvel at the organic motion occurring on screen.

    I'd rather see a dissolve transition than a slide-out effect after it plays, but wow, that thing is really the show-stopper here. It makes the logo and branding memorable right out of the gates.

    4. There's a comprehensive overview of the product

    After watching this video, I get the feeling that the product itself has a lot to offer based on how many different tools and screens I'm being shown.

    This is something to be careful with, as we'll discuss below.

    Here's where this video needs help.

    1. The script feels a bit rushed.

    It's pretty clear that the pacing is a bit off throughout this video. There's no time for the viewer to think, to digest the message.

    In scriptwriting, we call this "a beat," and it's desperately calling to be added throughout this video. We need a beat, a pause, room for the viewer to reflect, to get to that "ah ha!" moment on their own.

    This video has a classic case of information overload. There are times while watching it that I find I have no idea what the message is because of a deep dive into a specific feature or a description that doesn't apply to my objectives.

    For example, at 0:25, there's no way I am going to retain some of this stuff. What other message can be used in order to make the idea stick?

    There's also lot of "here's what we do" rather than "here's how we can help you do what you do." Just as with all other copy on your website, your video script should be exposing the business value of your product to your viewers rather than showing off all of the cool things it can do.

    0:40 describes the notion of adding a "content upgrade" to my form, but I'm not really sure what that means or why I might want to pursue it. Can you convince the viewer that leveraging this tactic could help to improve their business goals?

    Similarly, at 1:00, we're taught how to send a broadcast, but not what a broadcast is, nor why it could be useful.

    Lastly, there are so many other ways that you can start your script off instead of "welcome to _____" that will help differentiate your business from almost every other business intro video.

    2. Some visuals are irrelevant, and others can be improved.

    For a good portion of the video, the visuals on display are static, irrelevant, and unimportant. It's nice to see the navbar when the admin panel is introduced to the viewer, but there's no need to see it throughout the rest of the video.

    It's important to remember to view your video in a smaller embed because it's likely how the viewer is seeing it. You'll notice that much of the text is illegible at smaller video embed sizes.

    You can see several different times throughout the video that time effects are being used to speed up the visuals through the tedious parts. This is typically a good indicator that you can be showing other relevant visuals instead of what you are currently using.

    3. The video doesn't lead the viewer to the next step.

    There's no next move for the viewer to make. What's the objective here? Do you want them to sign up? Schedule a call? Request a demo? Try it out? Email support? "Hoping that they join the ConvertKit family soon" isn't enough encouragement to turn a lead into a customer.

    So, what can we do?

    Here are a few recommendations for improving the quality and conversion rate of this video.

    Our vision

    • Add subtle motion
    • Focus on the customer
    • Feature a real person
    • Add a call-to-action

    Here's how we'd improve the video:

    1. Add subtle motion, and only show the parts that matter.

    Rather than looking at a static screen for the duration of the video, you can use subtle pan and zoom effects within screen recording software such as screenflow to make a flat website look much more dynamic.

    It's great to show your app full screen once, but as we're taught with user interfaces, we should only be showing the viewer what they need to see at this exact moment in time. We'd recommend cropping the screen recording to only the parts of the UI related to the script and scaling it up so it fits the embed better. It's a much more visual approach to displaying a static UI.

    2. Talk less about ConvertKit, and more about the customer.

    This is a common marketing mistake, but an important one nonetheless. Your primary objective is to expose the viewer to the painpoints that they are hitting within their business, how your products can help with this painpoint, and what the viewer will gain by using your product.

    3. Feature a person or case study.

    It's much easier to connect with a video on an emotional level when it features a real person from the company in it. Put some faces to your company and show that there's a level of personal relationships to experience rather than just stuffy software that may or may not solve my problem.

    4. Lead the viewer to the next step.

    We need a call-to-action, or a next move to make here. If the objective of the video is to sign up for a demo, let's show a demo form once it is mentioned in the video script, as demonstrated at around 1:25 in our video player.

    Of course, we're biased and think our player is the best way to do this, but even adding one in your own way is going to be better than just leaving them hanging, clicking around, trying to find the next thing to do.

    The Verdict



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