Oct
2010
Video increases retention of website concepts by up to 300 %
Good content is essential to creating prospects and customers. Lots of time is spent on what content to produce, but little time on what format works best. I decided to take a look at learning styles to understand how best to communicate content.. To my surprise only 30% of people learn best by reading, check out the breakdown…
Source: Study by Suzanne C. Miller of 17,624 male and female subjects ranging in age. NOTE: The values exceed 100% due to a subgroup of 22.4% that are hybrid learners and count towards more than 1 category.
Interestingly, if I do some fuzzy math to compare the effectiveness of different types of websites, I could conclude the following:
This could lead to the conclusion that video can make a typical website 2-3 times more effective for audience retention. While we never looked at it this way before, it actually correlates with the results we see on our customer’s websites. Taking a step back, here are my simple conclusions:
- Mix your content formats – Diversify your content mix to include as many human senses as possible to maximize retention by your target audience.
- Keep it short and focused – A subset of Visitors with different learning methods will be mismatched with any given content element so keep it short to minimize drop off.
- Find ways to make your content “Hands-On” – In order to get at the last group of Tactile learners, use interactivity to provide a more immersive experience that brings visuals to life.
[...] face it: In general we remember little of what we read. Our retention of a message is much better (estimates are three times better) when it includes pictures, sound, and motion. Your readers can only take action if they remember [...]