Does Adding Video to a Landing Page Increase Conversions?

Adding video to a landing page increases conversions by 91.04% on average, according to the 2026 Growth Marketer Survey — up from 80.50% in 2025. The case for landing page video is stronger than it has ever been, and the bar for what qualifies as useful video has never been lower.

Landing pages with video converted 91.04% better than equivalent pages without video in the 2026 survey, with consistent results across B2B, B2C, and e-commerce contexts. — 2026 Growth Marketer Survey

Why video works on landing pages

Video compresses the time-to-trust problem. A visitor who watches 60 seconds of a well-made product walkthrough understands your product faster and more completely than someone who reads five paragraphs of copy describing the same thing. The cognitive load is lower, the retention is higher, and the emotional engagement that drives action is more accessible.

There’s also a credibility signal: producing a video — even a simple one — indicates that there’s a real team behind the product. For B2B visitors evaluating whether to start a trial, this is a meaningful trust signal that static copy doesn’t provide at the same strength.

What kind of video works best

Three formats consistently outperform others in the 2026 survey:

• Product walkthroughs (highest performer): A 60–90 second screen recording showing the most valuable part of the product in action. No narration required — a clear visual demonstration performs as well as a polished production.
• Customer testimonials: A real customer explaining a specific outcome they achieved. “We cut our cost per acquisition by 40% in three months” converts better than “great tool, highly recommend.”
• Explainer videos: Animated explanations of the problem and solution. These perform particularly well for products that solve problems visitors may not have a clear mental model for.

Where to place video on the page

The survey data is consistent: video above the fold — visible without scrolling — outperforms video placed further down the page. The optimal placement is below the headline and CTA button, above the fold on a standard desktop screen and in the first viewport on mobile.

This order — headline → CTA → video → supporting copy — keeps the conversion path short for visitors already ready to convert while offering deeper evidence for visitors who need more persuasion.

What to avoid

• Autoplay with sound: Consistently reduces conversion rates. Visitors who don’t expect sound either close the tab or are put off.
• Videos longer than 2 minutes: Completion rate drops sharply above 2 minutes. Edit to the 90-second version for the landing page.
• Generic brand videos: “Welcome to [Company Name] — a better way to work” performs below the landing page average. Visitors need product specificity, not brand awareness.

How to make good video without a production budget

The most effective landing page videos in the survey data were not professional productions. A screen recording using Loom or similar tools, with a clear voiceover explaining what the visitor is seeing, performs comparably to studio-produced content in controlled A/B tests. What matters is clarity and specificity. Show the exact feature that solves the visitor’s problem, in the context of a realistic use case, with a clear before-and-after structure.