One of the most powerful techniques a salesperson has is demonstration. If a product can be brought out in front of a client, or if a client can be persuaded to come and see the product, it massively increases the chances of a sale. So you’d think our websites would try to replicate that, wouldn’t you? In most cases, this turns out to be a missed opportunity.
Video is almost certainly going to be the best way to demonstrate the product, but there are other ways too. Simple animations can get a message over. But ask a colleague to pretend you’re a customer and sell you the product, and see if they instinctively want to get one in front of you. They usually do. Could the resulting demonstration be a video? It almost certainly should be.