Does an explainer video inside the lead form lift conversion?

Our lead form explained the program in text only. We tested an explainer video placed inside the form, and one placed below it. Over 29 days, the video inside the form cut conversion 40.2%, while the video below it finished flat.

Lost Responsive 29 days Called at 90%

SURFACE

Lead form

DEVICE

Responsive

VERTICAL

Lead Gen (CPL)

PRIMARY METRIC

Conversion rate

VARIATIONS

2

The hypothesis

By adding an explainer video to the lead form, we will help visitors learn what the program offers and build trust, resulting in more completed forms.

What we changed

A video inside the form, or the same video below the form

Var A placed a short explainer video inside the form, between the opening copy and the first question. Var B placed the same video below the form, so visitors could watch it without it standing between them and the questions.

VAR A: IN CONTENT VIDEO

Explainer video placed inside the form

VAR B: BELOW CONTENT VIDEO

Explainer video placed below the form

The result

The video inside the form cut conversion 40.2%

CONVERSION RATE

-40.2%

VAR B CONVERSION

-0.1%

VAR B VALUE PER VISITOR

-1.7%

Placing the video inside the form (Var A) cut conversion 40.2%. The loss cleared our confidence bar, so we paused Var A early rather than keep losing leads. The video below the form (Var B) ran the full 29 days and finished flat, with conversion down 0.1% and lead value per visitor down 1.7%.

What we took from it

Users preferred the form without a video in the way

Visitors on this page came to answer a few questions and get help. A video inside the form sat between them and the first question, and many stopped there. Below the form, the video did no harm but added nothing, so we kept the original page.