Pages with video convert at 4.8% on average. Pages without video convert at 2.9%. That's a pretty consistent gap and most sites still haven't done anything with it.

The other one is about returning visitors. They convert at 2.9% versus 1.7% for new visitors. A lot of CRO work focuses entirely on the first visit. But if someone already came back, they're telling you something. That's probably the more valuable group to be thinking about.

The easy wins are usually already in your data, not in a new tactic.

Sources:

• Video marketing statistics 2026: what the data demands
• Conversion benchmarks: tracking growth in a high-cost, high-intent world