It depends. First, can your target market even watch video online? Your prospect's immediate circumstances may dictate that video isn't the optimal communication method.
For instance, if they work in a quiet office or are around noisy children, videos may be forbidden or difficult to watch. Age, poor Internet connection, or outdated computer hardware may also impede on your prospect's ability to click 'play'.
Will video enhance the online experience? What can video do that text and images can't? If you can't answer this, hold off making your video.
On the other hand, if what you sell is difficult to understand, requires demonstration, or needs a little extra push so your target market "gets it", video is an avenue worth exploring.
Source: The Landing Page Optimization Guide You Wish You've Always Had
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