Wistia data
You get traffic but visitors don't understand what you do
Add a hero video showing the product in 60 seconds
A 60-second product video on your landing page increases conversion by 20-80%. Show, don't tell.
AcquisitionBeginner
2-4 hours to create, 2 weeks to measure impact
When to use
Your product has a visual "wow moment" that's hard to convey in text.
Hypothesis template
If we add a [60-second] product video to the landing page, conversion will increase by [target]% because video communicates value faster than text.
Method
The problem: Your landing page has a great headline but visitors still don't "get it." They need to see the product in action.
How to do it:
- Script a 60-second video: 10s hook, 40s product demo, 10s CTA
- Screen-record the most impressive workflow in your product
- Add captions (most visitors watch muted)
- Place it prominently below the hero headline
- Use an engaging thumbnail (not a play button on a blank screen)
- Track: video play rate, watch completion, conversion rate
Key insight: 60 seconds max. Every second over 60 reduces completion by 5%. Show the single most impressive thing your product does.
Success metrics
- •Video play rate
- •Watch completion rate
- •Conversion rate (with video vs without)
- •Time on page
Prerequisites
- A screen recording tool
- A compelling product workflow to show
- A landing page you can modify
Common pitfalls
- •Making the video too long
- •Starting with a logo animation (show the product immediately)
- •Not adding captions
- •Using a stock video instead of your actual product
Source: Wistia data. Landing page videos increase conversion by 20-80%.
Suggested ICE scores
6Impact
8Confidence
9Ease
acquisitionvideolanding-pageconversiondemo
Ready to run this experiment?
Sign up free to use this playbook with step-by-step guidance and track your results.