Benefits of embedding videos on your landing pages and product pages

Videos have become the leading format in digital marketing (hence the name of our podcast: TODO ES CONTENIDO). But beyond TikTok or Instagram, they have a place in your digital marketing strategy within your own website: landing pages, product pages (PDPs), ecommerce listings or service websites.

Integrating video into these spaces not only improves the user experience, but can increase your conversions by up to 84% (source) and help your page rank in SEO by enriching its content.

With this in mind, it seems obvious that you need to create video for your business, right?

1. Higher retention and lower bounce rates: visitors spend up to 1.4 times longer on pages with video than on those with only text or images (source).
2. They explain your product or service better: a 30-second video can communicate more value than several paragraphs of text. It is visual, dynamic and easy to understand.
3. They build trust: users trust someone explaining a product or service more than a static image. It is especially important to use UGC to convey trust rather than overly corporate videos, unless you are Apple…
4. They improve SEO (How to do SEO with videos). Google prioritises pages with rich content. Videos increase time on page, reduce bounce rates and can appear in featured results.
5. Increased conversions: adding a video to a landing page can increase conversions by up to 80%. And for a paid, organic or even direct traffic campaign, that is pure gold. Literally.

Guide: how to improve your ecommerce PDP.

Don’t miss our episode where we talk about how to do SEO with videos:

A video visible at first glance (above tthe fold) summarising your value proposition generates more “engagement” than a block of text, or complements it. That said, it needs to be accompanied by a strong headline, a simple sentence summarising the product benefits and a CTA. Ideal for acquisition campaigns, courses or SaaS with Login and Registration.

👉 Example: a SaaS startup (videos for SaaS) includes a demo video showing how to use its tool in 60 seconds. Or… HICARI! On our content creators and brands pages, you can find the perfect example:

Users want to see the product in action before buying it. Unboxings, reviews, tutorials or demonstrations are key.

👉 Example: a cosmetics brand shows a real customer applying the cream and demonstrating the results after 7 days in a video on its PDP. Major brands already do this; one I love is Blue Banana: see example.

Although less common, thumbnail videos in listings help products stand out. A short animation showing the product in use can increase CTR in a crowded catalogue. In a world full of saturation.

👉 Example: in a fashion store, hovering over a garment plays a 3-second clip showing how it looks when worn. Or… HICARI! When browsing the creator listing, you can see examples from 2 of their portfolios without having to open the creator’s profile.

By the way, if you have an ecommerce business, this may interest you: UGC for ecommerce.

Services are intangible, so video helps convey trust and credibility. Testimonials, success stories or process explanations are powerful resources.

👉 Example: a digital consultancy adds a short video in which a client explains how their metrics improved after working together.

Explainer videos work very well with B2B audiences: they present the problem, solution and benefit directly.

👉 Example: a software company includes an animated video explaining in 1 minute how its tool reduces logistics costs. Another example I love (it’s our invoicing software) is Quipu and how they use video on their landing pages—for example, their homepage is full of videos explaining the product, demos and even customer reviews.

• eCommerce → Unboxings, comparisons and reviews on PDPs.
• SaaS → Demo and explainer videos to reduce friction before sign-up.
• Professional services → Testimonials and success stories to build trust.
• Education / Training → Short lessons and introductory videos to show immediate value.
• Fashion brands → How do the clothes fit? If I can’t see them on real people and in motion, they’re no use to me. UGC videos for fashion brands.
• Gyms or fitness → Stand out from other gyms by showcasing your concept and benefits through a real user’s experience. Videos for gyms or fitness companies.

• UGC (User Generated Content) → authentic customer testimonials and reviews.
• Explainer videos → animations or quick demos that explain a complex service.
• Unboxing → especially useful in eCommerce.
• Testimonials → real stories from satisfied customers.
• Product demos → showcase key features in action.

• Does it deliver benefits to potential customers in under 1 minute (ideally 30 seconds)?
• Is it optimized for mobile? (100% screen width)
• Does it load quickly? (Use compression or external hosting such as YouTube, Vimeo or a CDN.)
• Does it include subtitles for viewers watching without sound?
• Is it placed above the fold to capture attention immediately?
• Does it have a nearby CTA (“buy now”, “sign up”, “request a quote”) at the end?
• Have you tested several versions (UGC vs. corporate, long vs. short)?