put a 90 second demo video above the fold and signups went from 4.1% to 2.6%

The theory: a video above the fold is a request for 90 seconds from someone who has given you four. It is a bigger ask than the signup button next to it. So the person who was going to sign up on impulse now has a decision to make, and defers, and leaves.

What I use instead in that slot is a short silent loop, four to six seconds, muted, autoplaying, showing one specific thing happening in the product. No narration, no intro card. It communicates the same thing as the first ten seconds of your video without asking for anything.

Keep the 90 second video. Put it below the fold under a heading like see the whole thing, where the people who want more detail will find it. Those people convert well.

Before you conclude anything about placement, check your play rate. If only 8% of visitors pressed play then the video did not cause your drop, it just occupied the space where something that was working used to be.

Also check average watch time. Ninety seconds of narration where the first fifteen are you saying hi and explaining what the tool is called is a very common way to lose people who were already sold.

Numbers first, because the interpretation depends on it. Thirty-seven conversions against twenty-three, on 900 sessions each, is not a result you should act on with confidence. Put those into any proportion test and the interval around the difference is wide enough to include no change at all. It is suggestive, not conclusive.

It is also three weeks apart rather than concurrent, so anything that changed about your traffic mix in that window is baked into the comparison. Different mix of sources, a link that aged out, a seasonal dip.

That said, I would still move the video. Not because the data proved anything, but because the cost of moving it is ten minutes and the theory behind it is sound.

Different angle. A demo video answers how it works. Someone at the top of a landing page has not yet agreed that they have the problem, so how it works is the wrong question to be answering there. That is why the screenshot beat it - a screenshot is evidence, not an explanation.

Order that has worked for me: what it is in one line, proof it exists, what changes for you, then how. The video belongs in the how.

Static screenshot with one annotation arrow beat every video I ever made, on three different products. I stopped making them.