All plays
When to use it
When the hero is a video, autoplay or click-to-play, and the page has a concrete conversion goal.
How to run it
Replace the video with one emotive still photo carrying the same message, visible instantly with no play button or load delay.
Why it works
Make the offer instantly understood
A still delivers the message at a glance, while video makes visitors click and wait. In the Obama 2008 splash-page test, every video variant lost to every still image, and the winning family photo plus a button change produced a 40.6% signup lift (Optimizely's account of the Siroker tests).
Source: Obama 2008 media test (Optimizely); Netflix artwork research