Putting videos on website landing pages generally doesn’t increase conversions and sometimes degrades performance slightly, according to recent research by Unbounce.
The report was based on an analysis of 35,000 Unbounce customer forms and click landing pages, some of which had no video, some had embedded videos, and some had background videos.
The researchers found that form and click landing pages with embedded video actually had a lower average conversion rate than pages without video.
Form landing pages with background video had a slightly higher average conversion rate compared to pages with no video.
Landing pages with video had a lower average conversion rate for both desktops and mobile devices compared to pages with no video.
About research: The report is based on an analysis of 35,000 Unbounce customer forms and click landing pages.