Video not the conversion-boosting genie for landing pages as expected

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 26, 2021, 4:53 PM GMT+0

Marketers should think critically before adding videos to website landing pages

According to an Unbounce analysis of 35000 landing pages, videos like product demos and customer testimonials have little impact on a website's performance. For landing pages with the form-filling as their conversion goal, the media conversion rate for background videos is 4.0%.

In comparison, landing pages with no videos at all claim a median conversion rate of 2.7%. For pages looking to boost click-through rates, embedded videos have a conversion rate of 6.5%. Pages with no video saw a better conversion rate of 10.8%.

Median conversion rates for pages with and without videos are pretty similar, irrespective of which industry the brand is situated in. Similarly, the distribution of conversion rates is lower on video pages than non-video pages, irrespective of traffic source and the device the webpages are viewed on.

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