# Video hero instead of a static image: 27.88% to 30.76% conversion

- Outcome: Won
- Page type: Landing page (Lead-gen)
- Elements: Video, Hero image
- Test run by: [KlientBoost](https://liftarchive.com/practitioners/klientboost/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://klientboost.com/landing-pages/successful-landing-pages/
- Page: https://liftarchive.com/test/klientboost-anon-video-hero/

Replacing 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.

## Result

**27.88% to 30.76% conversion**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Page load time
- Guardrail: Mobile conversion rate
- Guardrail: 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.

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Credit: KlientBoost ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/klientboost-anon-video-hero/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.