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Including video on website landing pages tends not to boost 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 form 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 form and click landing pages with embedded video actually had a lower median conversion rate compared with pages with no video.

Form landing pages with background video had a marginally higher median conversion rate compared with pages with no video.

Median conversion rate for form landing pages by video type

Median conversion rate for click landing pages by video type

Landing pages with video had a lower median conversion rate for both desktop and mobile compared with pages with no video.

Median conversion rate for landing pages by device type

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

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ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji