These days online users are not interested in reading lengthy stories about products or services; they rather prefer visual content, that has the ability to convey messages quickly.
Visual content is actually based on high quality images, infographics, comics and interactive videos, allowing marketers to make their content standout from the fluff floating all over the web. Viewers of visual content are engaged almost instantly, and are left with a much longer lasting impression, increasing the chances of the content going viral.
Visual content is not something which has been introduced recently. According to Marcel Just, printed word is a human artifact that has been doing pretty well since the past 5000 years because Mother Nature has given our brains the ability to see and interpret the visual world.
Did you know that 90% of the information transmitted to our brains is visual and is processed almost 60,000 times faster by the brain compared to simple text?
Based on the fact above, it has been found that sales pages that contain interactive videos are observed to have an 86% higher conversion rate compared to the ones based on textual content only. You should also test your landing pages with A/B testing for optimization and I’m pretty much sure the result for you will be same as mentioned above.
Similarly, business blogs which have used infographics have received almost a 12% growth in traffic compared to others.
Customers avoid purchasing from stores where they find pushy sales representatives, and businesses which push information (ratings, reviews, product features) in front of their readers are not very different from them. Try showing detailed product visuals and you will see an improvement in your conversion rate as this will allow the consumer to make a decision without feeling under pressure.
Based on a study we came to know that 60% of the consumers are attracted towards images while performing searches and click on them, whereas 67% consumers claimed that visuals contain more weight compared to the reviews and product information.
Based on a press release by YouTube, nearly 40% of their global watch-time was on mobile devices. This shows how our dependency over mobile devices is increasing with every day that passes, along with our choices of content for consumption. We do not prefer reading 500 to 600 word articles on our mobile devices – rather we prefer infographics and interactive videos etc.
Considering more than 1 billion unique page views of Youtube, 40% traffic from mobile devices can be considered a huge number of users. Therefore, if you are not producing visual content, you’re effectively going to miss out on a large chunk of traffic coming from mobile users.
On the other hand, research by MGD Advertising showed that content with compelling images on an average receive 94% more views compared to those without any. Another research shows that when Facebook introduced timeline for brands, they noticed a 65% increase in engagement due to visual content after only one month, based on which they decided to acquire Instagram.
Pinterest, which is known to be one of the largest referral traffic sources, is also based on visual content only, and a research by AOL three years ago revealed that almost 27 million pieces are shared daily – imagine how many would be shared today.