Q: What are the pros and cons of using cartoon characters in SAAS product videos?
My data here is a little dated, but there is a body of data to suggest “cartoon characters” can make a new product especially appear approachable.
Not Bugs Bunny cartoons, but rather friendly, animated graphics.
I didn’t believe it myself.
So we build 5 new product landing pages back in the day, 2 with stock art, 1 with long text, 1 with a cartoon of a smiling person, and 1 with a cartoon of a robot.
The cartoons just crushed the others in terms of conversion.
I was wrong. Cartoons work.
Later, when we got bigger, the best performers were simple quotes from brand name customers (Google, Facebook, Groupon, Time Warner, etc.). But before we had those — the cartoons came out #1. By far.
We have a little less data at SaaStr now, but our cartoon “explainer” videos perform the best here, as well.