How Much Does Video Increase Landing Page Conversions?
Video on a landing page can increase conversion rates by up to 80%, according to Unbounce. That’s because it’s keeping visitors on the page roughly 40% longer on average. Attention is short and getting shorter, so earning even a few extra seconds of your visitor’s time matters.
A video on your landing page slows that scroll down. Even a partial view means your visitor has stayed longer than they otherwise would have, and search engines take note of that extra time on page as a signal that your content is worth ranking.
Below are further benefits of using video on your website.
Video Convinces People to Buy
Video is not only for holding attention but also driving action. According to Wyzowl’s latest video marketing research, 85% of people say they’ve been convinced to buy a product or service after watching a video, and 63% say a short video is their preferred way to learn about a product or service in the first place.
Put video in front of someone who’s already close to a decision on a landing page, and you’re meeting them exactly where they’re most receptive.
Video Adds Credibility
Videos put a face and a voice behind your brand. For a visitor who’s never heard of you, that’s often the difference between browsing and trusting.
A short, well-made video reassures a visitor before they’ve had time to ask, ‘Can I trust these people?’ It answers the question before they’ve thought to ask it.
Video Builds a Personal Connection
Video carries tone, expression and pace in a way text can’t. It’s the difference between a form letter and a handwritten note. Both communicate a message, but one feels like it was made for you. This is especially true when the video includes real people from your business talking directly to the camera.
Tips for a Landing Page Video That Converts
- Include a customer testimonial. A real client explaining how it worked for them gives prospective customers direct evidence of results.
- Add captions. A large share of viewers watch with the sound off, so captions make sure your message still lands.
- Use one call to action. Tell your visitor exactly what to do next, and don’t give them more than one option, or you’ll create hesitation instead of action.
- Host your video externally, then embed it. A video hosted on Vimeo or YouTube and embedded on your page will load faster than one hosted directly on your site.
- Don’t autoplay your video. Let your visitor choose to hit play. An unexpected autoplay is more likely to send them away than draw them in.
Turn Landing Page Traffic into Pipeline Opportunities
At WeMOV, we create high-converting video assets engineered specifically for paid ad landing pages and lead funnels.
Explore our core production capabilities across Australia:
Find out what your landing page video will cost: organise your free quick quote today.
Frequently Asked Questions
How much does video improve landing page conversions?
Including a relevant, high-quality video on a landing page can increase conversion rates by up to 80%, according to Unbounce, while keeping visitors on the page roughly 40% longer.
Should landing page videos autoplay?
Informational landing page videos should never autoplay with sound. Autoplay audio causes immediate visitor bounce. If using a background video, keep it completely muted so it serves only as ambient texture.
