Why Video Wins on Ads, Websites, and Landing Pages
Video Converts. Video Builds Trust. Video Scales.
​
Short-form and testimonial-driven video consistently outperforms text and static images across ads, websites, and landing pages. When used strategically and tested continuously, video becomes one of the highest-impact conversion tools a business can deploy.
How People Actually Consume Content
People pay attention to video and skim written content.
Research shows that video is consumed more thoroughly than blogs, long-form articles, podcasts, and PDFs. While most written content is skimmed, video holds attention and delivers the message more effectively.
​
Key Insight:
-
Video is the most thoroughly consumed content format
-
Blogs, long-form articles, and podcasts are mostly skimmed or multitasked
The most popular types of videos that marketers use:
Landing page testimonials are effective for a reason.
Landing page testimonials are effective for a reason.
​
Unlike sales pitches, testimonials are unbiased, making it easier for your business to establish credibility and increase trust in your landing page offer.
In fact, studies show that credible testimonials increase buying intent by more than 92%.
​
Now, it's important to understand that your landing page visitors have different learning styles, and this influences how they prefer to consume information. All of that being said, one content type stands head and shoulders above the rest—video.
Furthermore, here's where marketers are using these different video types in different stages of their funnels:
Why Video Performs Better Than Text
Video activates both emotional and cognitive processing. Viewers don’t just hear the message; they see facial expressions, tone, body language, and authenticity.
​
The result:
-
Higher trust
-
Better message retention
-
Stronger emotional connection
​
Supporting Data:
​
-
Viewers retain ~65% of information from video vs ~10% from text
-
One minute of video is estimated to be worth 1.8 million words
Unlike sales copy, testimonials let customers speak for the brand. This reduces skepticism and increases buying confidence.
What the data shows:
​
-
79% of people say testimonial videos help them trust a business
-
82% of consumers say video influences purchasing decisions
-
Video testimonials can increase landing page conversion rates by up to 80%
-
92%+ of buyers review testimonials or reviews before making a decision
​
Source: ElectroIQ, Forbes Insights
Video Testimonials = Trust + Conversion
According to Vidyard research, customer videos and testimonials are among the most commonly used and most effective video types.
​
Most used video formats:
​
-
Webinars
-
Demos
-
Social media videos
-
Explainer videos
-
Customer videos / testimonials
​
These videos are used across multiple stages of the funnel, especially on:
-
Websites
-
Social media
-
YouTube
-
Landing pages
What Types of Videos Marketers Use Most
What Types of Videos Marketers Use Most
According to Vidyard research, customer videos and testimonials are among the most commonly used and most effective video types.
​
Most used video formats:
​
-
Webinars
-
Demos
-
Social media videos
-
Explainer videos
-
Customer videos / testimonials
​
These videos are used across multiple stages of the funnel, especially on:
-
Websites
-
Social media
-
YouTube
-
Landing pages
While video is widely used on social platforms, many businesses underutilize video on landing pages, where conversions actually happen.
​
Why this matters:
-
57% of marketers already use video on landing pages
-
Video landing pages consistently outperform text-only pages
-
Adding video testimonials can dramatically reduce friction and increase form fills
​
Key Stat: Video landing page testimonials can increase conversions by up to 80%.