If a picture speaks a thousand words, then how many words does a video speak? We think a lot.
An unavoidable fact of life is that large blocks of text can be off putting. If you want to engage a user before their attention span expires, you have to get to the point before they lost interest.
I want to introduce you to some percentages, 7%, 38% and 55%. These three numbers are said to represent the three elements of human communication.
7% are the words you actually use, 38% is the tone of voice in which you convey your message and the remaining 55% is pure body language.
Now in the case of the written word, the tone of voice in which the message is written is really up for the reader to decide. As far as body language goes, well, a book has none.
It is of course not a hard and fast rule, but when you take it in to account, it is not hard to see why the spoken word, or in this case, a video, is more effective in conveying a message than the written word.
And have you considered showcasing your products using video, rather than with an image?
Consider your own behaviour… are you more likely to purchase something having seen it in action, or purely from having seen a picture of it?
And if that hasn't sold you on the idea of video for your website, consider this point in closing.
If everything I had just spoken about had been written on a page, stats and all, would you have reached the bottom before you got bored?