We are looking at putting an explainer video on our home/landing page above the fold next to our main CTA's to sign up or request a call.
I've seen two main ways to do this:
Embedded - the video is embedded in to the webpage with a poster image, you can press play and the video plays in the page. Examples: Wistia, VideoAsk
Modal - there is a button/link to "Watch Video" that opens and plays the video in a modal/lightbox window. Examples: Asana, Adobe
Is there any research or insights around which approach to take or what the effects on conversion are? My guess is this is something you'd just have to prove with an A/B test but someone might have done the research on this already.