Add a click-to-play demo video

When to use it

When the product needs a demo to make sense, visitors land on a page with no video, and a demo video already exists elsewhere on the site or in your own library.

How to run it

Add a prominent video thumbnail with a play button that opens the demo in a lightbox, next to the primary CTA rather than replacing it.

Why it works

Make the offer instantly understood

Watching the product work clears up doubt faster than reading about it. An Unbounce/Vidyard test found the same video opened in a lightbox doubled conversions from 6.5% to 13%, while an inline embed lifted only 69%.

Source: Unbounce/Vidyard lightbox test; Wistia data