[Split Test] Did This Landing Page Video Hurt Conversions, or Boost Them 23.84%?

What if I told you that the difference between including and not including a video on a landing page could increase (or decrease) conversions by 23.84%? It can happen, and we have a split test to show you just that.

Gary and James Michaels from StrategicShape.com ran this test to determine whether including the music video for the song their clients were offering on this free download page would help or hurt its conversion rate.
As you can see below, Version A included the video while Version B did not.

In this battle of video, which of these pages do you think increased the conversion rate from 70.96% to a whopping 87.88%?

Vote below to reveal the winning split test page and our analysis.

Vote: Which Page Won This Split Test?
1 What's Your Vote?
2 And the Winner Is...
Landing Page w/ Video
Landing Page w/o Video
1 What's Your Vote?
2 And the Winner Is...
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Free Download: See Results from 20 of the Best Split Tests We've Featured on Our Podcast, ConversionCast (Called "The Split Testing Encyclopedia of Results").
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YES! Nice call!
Nope! Try Again Next Time!
Winner: Version B created an overall increase of 23.84%
66% 34%

How People Voted

Click here to see our take on these results

If you chose Version A, you are incorrect. Don’t worry, we were fooled too!

Version B, with a 100% probability of outperforming Version A, received a 23.84% increase in conversions. Since the video (and therefore the length of the page) were the only changes that were made, these results indicate that it was at the root of the major conversion rate boost.

Although we can’t say with 100% certainty why Version B received the increase, here are a few of my speculations:

  1. Version B created an element of mystery that led to more song downloads.
  2. The page length of Version B was shortened with the removal of the video.
  3. The music video in Version A did not motivate users to download the song.

Sometimes, adding a video to a landing page can increase conversions. In this case, the outcome was quite the opposite.

What Do You Think?

Did this test’s results surprise you? Why do you think Version B increased conversions so dramatically? Leave a comment below and let us know your thoughts.

If you’re new to LeadPages™, you should know that all Pro and Enterprise users can run any split test inside LeadPages™ in just five clicks.

Do you have a landing page featuring a video like this one? If so, you can set up the exact same type of test in under a minute. You can also split test copy, colors, backgrounds, opt-in forms, and just about any other change you can think of.

Watch the quick video below for an introduction to enabling split testing on your LeadPages™ account.