tldr; A quick Google search returns several articles for this question. But a closer look shows that many of them have not provided verifiable sources for their data.
We did a fresh analysis and collected data points that could be tracked down to their original publishers.
The finding was that the median improvement in conversion rates due to video, as reported by these experiments, was 56.5%.
This seems like a simple enough question; to which Google would instantly present a featured snippet.
Turns out, that’s not the case. While it is widely reported that video improves conversion rates, there isn’t a definitive source that answers, by how much.
So we decided to investigate.
The Problem of Unverifiable Data
Currently, a search on Google for impact of video on conversion rates, returns several articles whose data references are unverifiable.
Some point to a page which itself is a secondary or tertiary source. In some cases, no mention of the data was found on the page that has been attributed. Still others had broken links or content that had been removed.
Some point to a page which itself is a secondary or tertiary source.
For example, several articles say Unbounce states that video improves conversions by 80% (google this) and cite this page. However, nowhere on this page can you find this particular statistic mentioned.
Similarly, many articles point to a report by Eyeview Digital, which has now been removed; in its place is a shorter brochure.
Why are there so many articles with unverifiable sources?
Perhaps, veracity was not that big a problem 6-8 years earlier. This was the “pre” period of the post-truth era.
This was the “pre” period of the post-truth era.
Many of the articles and reports had been written on good faith alone. The problem of false news and Deep Fakes was yet to become evident.
That is why we decided to revisit this topic.
So, how much does video impact conversion rates?
We set out with the single-minded objective of answering just one question – how much more or less would a web-page with a clear conversion goal convert, if a video was added to it.
We decided to track down as many experiments as we could, that had tested this hypothesis and reported the results publicly.
The Simple Answer
We have tracked down 12 experiments, that tested this exact hypothesis.
For the cases we have considered, the median improvement in conversion rate due to inclusion of video on a web-page is 56.5%.
The maximum improvement is 176% and the minimum improvement is 10.67%.
Our List of Verifiable Data Points
Types of Sources
We have selected the following kinds of data points.
- Primary research – Studies published by Market Research firms
- Self-reported – Data published by companies generated from experiments they conducted
- Case-studies – Case studies published by services such as video-hosting platforms and A/B testing services, in collaboration with their customers
Scoping the Selection of Data Points
Only experiments of web-pages with clear conversion goals have been selected. The only variation tested on the page was the exclusion and inclusion of a video.
Excluded: We have excluded where the test was between a video and other content formats such as GIFs or image-carousels.
The cases are across industries, geographies, video lengths etc.
Kinds of Pages: The video was tested on a variety of pages – home pages, checkout pages, landing pages etc. The video inclusion mechanism includes iFrame embeds and pop-ups with lightbox.
Note: In several cases it has been mentioned that the results may have been affected by how established the brand was, or if the product was a low-involvement or high-involvement one. However that would be impossible to isolate, and thus the data has been included as reported.
1. Case Study – Dr Muscle, VWO
In this case-study published by VWO for their customer Dr. Muscle, 3 split tests were conducted testing the effectiveness of video for conversions. All three tests proved that video converted better than the version without video.
This is a summary of the 3 tests below.
- Test 1 – A CTA that promised a video in the next step converted 14.18% more than a CTA that only promised text
- Test 2 – A salesletter with a video converted 46.15% more than one without. This is the only test that qualified for what we were looking for.
- Test 3 – A page with a video and a sales letter converted 35% less than a page with just a video
Read the case study here. It was published in 2011.
2. Case Study – Treepodia – Jewellery
This case study was published by Video Marketing platform, Treepodia for a client of theirs in the Fashion Industry.
They compared people who could watch a video, but did not, yet still added the product to their cart, with people who did watch the video and then added the product to their cart.
For the Jewellery section, the former was 0.67% and the latter 1%, thus seeing an improvement of 49%/
Read the case study here. This case study was published in 2010
3. Case Study – Treepodia – Apparel
This was a part of the same study as above. The conversions observed were 1.05% and 2.90% respectively.
4. Case Study – Treepodia – Accessories
This was a part of the same study as above. The conversions observed were 1.61% and 1.44% respectively.
5. Market Research Report – Abderdeen Group
A Market Research report published by the Aberdeen Group, stated that firms using video content on their websites had conversion rates of 4.8% as compared to companies that did not which had an average conversion rate of 2.9%.
Thus it was inferred that video content caused improvement of 65.5%.
Read the study here. It was published in 2014.
6. Case Study – eyeView with eToro
An A/B test had the control version without a video and the test group with an embedded video. The video was set to auto-play for first-time visitors.
The test version won performing 31.97% better in conversions.
Read about it here.
7. Case Study – eyeView with TutorVista
In an A/B test, TutorVista tested a landing page with an embedded video against a page without one. The test was to observe how many people clicked on the Subscribe button on the page. The video was set to auto-play once for first-time visitors. The test version performed better by 86% over the control version.
Read about it here.
8. Case Study – eyeView with Ginger Software
Ginger is a contextual spelling and grammar checker. The conversion objective for their home page was for people to download and install their software.
When they tested a version of their home page with an introductory video, it performed 15% better than one without.
Read about it here.
9. Case-study – Common Craft with Dropbox
This explainer video by Common Craft for Dropbox in its early years has achieved legendary status among marketers.
Dropbox included an explainer video on their video referral page. The conversion rate for people who viewed the video was 33.2% compared to 30% for people who did not view the video.
This article was published around 2012 judging from the age of the Disqus comments.
10. Case-study – Unbounce with Vidyard
In the days leading up to their launch, Vidyard tested an email signup page with and without video. The version with video embedded on it, had a conversion rate of 11% while the version without video had a conversion rate of 6.5%. Thus the improvement due to video was 69%.
They also tested a version with video in a lightbox modal popup that had a conversion rate of 13%, thus seeing a conversion improvement of 100%.
Read this case study here.
11. Case-study – Conversion rate experts with Crazy Egg
Crazy Egg hired Conversion Rate Experts to survey their customers and create the script of their explainer video.
Crazy Egg later shared data with Conversion Rate Experts that due to this explainer video, their conversion rates went up 64%.
Read this case study here.
12. Case-study – Web Profits with Supercheap Storage
Web Profits is a consulting firm that focuses on improving conversion rates. They ran an Adwords campaign for which they tested two versions of the landing page – one with video and one without.
The one with video converted 16.4% better.
Read the case study here.