How the video affects landing page conversions

Including video on the site’s landing pages tends not to increase conversions in general and sometimes slightly harms performance, according to recent research from 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 of which had embedded video, and some of which had background video.

The researchers found that shape and click landing pages with integrated video actually had a lower median conversion rate compared to pages without video.

Background video wording landing pages had a marginally higher median conversion rate compared to non-video pages.

Median landing page conversion rate for forms by video type

Median click-through rate conversion pages by video type

Landing pages with video had a lower median conversion rate for both desktop and mobile compared to pages without video.

Median landing page conversion rate by device type

About the research: The report was based on an analysis of 35,000 Unbounce customer forms and click landing pages.

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