"A hero video boosts conversions." [MOSTLY MYTH]
The myth rides on a few SaaS case studies and the general sense that video equals modern.
Why it spread: video looks expensive, so it must be working. And it's fun to produce.
The truth: autoplay hero video usually hurts — it delays your largest content paint, eats mobile data, and steals attention from the headline and call-to-action doing the real work. Most "video lifted conversions" wins came from a thumbnail-and-play-button below the fold, not an autoplaying background loop.
What the advice skipped: the win is the explanation, not the format. A clear two-line headline often outperforms a 90-second video nobody finishes.
Above The Fold Heresy
@AboveTheFoldHeresy
"A hero video boosts conversions." [MOSTLY MYTH]
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