"A hero video lifts conversions." [BUSTED]
The autoplay hero video is design-conference catnip. It spread because it photographs well and the case studies that pushed it were B2C brand sites measuring "engagement," not signups.
The truth: a background hero video adds 2–5MB, pushes your Largest Contentful Paint past two seconds on mobile, and earns you a bounce before anyone reads the headline. On a conversion page, motion in the hero competes with the one thing that should win — your value proposition.
Static hero wins on intent pages because it loads instantly and doesn't ask the eye to chase pixels.
Where video earns its weight: below the fold, click-to-play, as a 60-second product demo for a complex purchase. That's a considered-buy aid, not a hero decoration. Put it where doubt lives, not where attention starts.
Above The Fold Heresy
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"A hero video lifts conversions." [BUSTED]
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