Video hero instead of a static image: 27.88% to 30.76% conversion
Test run byKlientBoostCRO agency
Commentary byLiftArchiveOur analysis, not theirsReplacing a static hero image with a video raised a lead-gen landing page's conversion rate from 27.88% to 30.76%, about a 10% relative lift.
KlientBoost ran this test for a lead-gen client and shared it on the KlientBoost blog.
KlientBoost says the lift was partly due to the video, so other changes may have shipped with it.
- Conversion rate: 30.76% vs 27.88%, about a 10% relative lift.
- KlientBoost credits the video for only part of the gain, so the video's own effect is unclear.
- No sample size, duration or significance figures were shared.
The change
The static hero image is replaced by a video; other blocks are approximate.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The previous landing page used a static image in the hero.
Variant
The new landing page used a video as the hero, possibly along with other changes the article does not list.
Why it likely won
Our reading of the result, not the practitioner's claim.
- A video can explain the offer faster than a still image, especially for services.
- Motion draws the eye to the top of the page and can hold attention longer.
- Seeing real people or a real process can build trust before the visitor fills in a form.
Caveats: The article says the lift was only partly due to the video, so other changes may have been bundled in. The client was not named and no sample size or significance was shared. Published on the KlientBoost blog around late 2017, so the data is older.
Who ran it
KlientBoost ran this test for a KlientBoost lead-gen client and published the results (KlientBoost blog). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on KlientBoost →
How to run this test on your site
- Hypothesis
- If we replace the static hero image with a short video explaining our offer, then form conversion rate will rise because visitors understand the value faster.
- Primary metric
- Landing page form conversion rate
- Guardrails
- Page load time
- Mobile conversion rate
- Video play rate
- Who should test it
- Lead-gen businesses whose offer is easier to show than to describe, such as services or demos. Test only the video change to isolate its effect. It may hurt if the video slows the page on mobile.
Questions
Do videos on landing pages increase conversions?
They can, as in this test, where a video hero page beat a static one.
Results vary, and slow-loading videos can hurt, so test on your own page.
Should a hero video autoplay?
The source doesn't say. If you autoplay, keep it muted and short, and check that it doesn't slow the page.
How long should a landing page video be?
Short is usually safer, often under two minutes.
Lead with the main benefit so visitors get the point fast.
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