Does Including Video on Site Landing Pages Boost Conversions?

Marketing Content — Wed., Oct. 6, 2021

Recent research from Unbounce revealed that adding video to website landing pages does not necessarily increase conversions. An analysis of 35,000 Unbounce customer form and click landing pages showed that embedded video had a lower median conversion rate compared to pages with no video. Form landing pages with background video had a marginally higher median conversion rate.

The report also found that landing pages with video had a lower median conversion rate for both desktop and mobile compared with pages with no video. Therefore, it is important to consider the type of video and device when optimizing website landing page performance.

The research was based on an analysis of 35,000 Unbounce customer form and click landing pages. It is clear that video on website landing pages does not always lead to an increase in conversions.

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