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Inspiration – Product Hero Image vs Video: Test how static banners and autoplay videos affect conversions

Overview


Goal: Test how different hero formats (static image vs. autoplay video) influence engagement and conversions.

Build time: 5 minutes.

Expected impact: Potential uplift of 3–12% in engagement or conversions.




Hypothesis

The choice between a static hero image and an autoplay hero video can shape first impressions and user engagement. Testing both formats reveals which medium better communicates value and drives conversions.




Assumptions

  • Attention Capture: Video may draw more focus, while an image loads faster and provides instant clarity.
  • Message Delivery: A video can communicate complex ideas, while a static image delivers a simpler, immediate message.
  • User Experience: Some visitors may find autoplay videos distracting; others may find them more engaging.
  • Conversion Impact: The hero element sets the tone of the page, so differences in format may directly affect conversions.





Setting up the experiment in Personizely


For a complete step-by-step walkthrough, see How to create an A/B experiment. Once you’ve created the campaign, proceed with the following steps:


  1. Open the Campaign Details.
  2. Click Edit in Builder on the variation.
  3. Apply the hero changes:
  • Replace the static hero image with a 30s autoplay video, or vice versa.
  • Ensure the headline and CTA remain identical across both versions.
  • Optimize media size for performance (fast-loading image or compressed video).
  1. Save the variation.
  2. Return to the Campaign Details and click Start to launch the experiment on your website.





You’re all set. The experiment will help you determine whether a static hero image or an autoplay hero video is more effective for your audience.


Updated on: 06/10/2025

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