The data on video and conversions is clear. Here's what type of video works and where to place it.
Research consistently shows that adding video to landing pages can increase conversion rates by 80% or more. But not all video is created equal. A poorly produced, irrelevant video can actually hurt your conversion rate by distracting from the main call to action.
The most effective video type for service business landing pages is a short (60-90 second) 'trust building' video. The business owner or team leader introduces themselves, explains their approach, and invites the viewer to get in touch. This simple format puts a face to the business and builds trust faster than any amount of written copy.
Place your video below the fold, after your headline and CTA. The video should support the conversion, not replace the primary path to enquiry. Visitors who are ready to act should see the phone number and form first. Visitors who need more convincing can scroll down and watch the video for additional reassurance.
Don't auto-play your video. Auto-playing videos annoy visitors, slow page load times, and can increase bounce rates. Use a compelling thumbnail with a play button instead. Track video play rate and watch duration to understand whether your video is helping or hindering conversions. If less than 20% of visitors play it, consider testing a different thumbnail or repositioning it on the page.