Video on a landing page is used mainly to explain a more complex product or service, where text would require a lot of reading. When used correctly, it increases clarity and trust, especially if real people from the company appear in it. It does, however, have three pitfalls. The first is load speed: a video embedded directly in the page slows it down, so it should load only on click, with a preview image shown in its place. The second is autoplay with sound, which puts people off. The third is relying exclusively on video – the key information must also be in text, otherwise it is not received by those who do not start the video, nor by search engines and models. Keep the length under two minutes and place the same information in text, together with a call to action, right beneath the video.
See also: Above the Fold, Video transcript, Friction in the conversion process.
