PeopleOS Increased Homepage Conversion by 34%, With a Single 75-Second Video

The challenge

PeopleOS automates HR workflows for mid-market companies, onboarding sequences, performance review cycles, policy distribution, compliance sign-offs. The product solves a genuinely painful problem for HR teams at companies with 100–500 employees. Their VP of Marketing, Sarah Kimani, knew the product was strong. The website was the problem.

Heatmaps and session recordings told the same story every week: visitors landed on the homepage, scrolled part-way down the hero section, and left. Average time on page: 24 seconds. Trial signup rate: 1.8%. The product was complex enough that static copy couldn't communicate its value in the window of attention most visitors were willing to give.

Sarah had rewritten the homepage copy three times in 12 months. Each rewrite improved the trial signup rate by 0.1–0.2 percentage points before plateauing. She had also hired a conversion rate optimisation consultant who recommended five iterations of A/B tests, all of which showed marginal lift. The fundamental issue was not copy or layout. It was that HR workflow automation is a complex concept that text alone cannot convey to someone seeing the product for the first time.

PeopleOS needed to explain what they do in the first 30 seconds of a homepage visit. Text was not doing it.

What we did

We ran a 60-minute discovery session with Sarah and PeopleOS's Head of Product, Dan Reeves. Our only objective was to understand the moment of recognition, the specific instant when a prospect realises PeopleOS is the right solution. That insight drives the script structure of every effective explainer video.

The script we wrote opened with a specific scenario: an HR Director at a 200-person company manually chasing 47 employees for signed policy documents the week before a compliance audit. Not a general problem statement, a specific, recognisable moment that PeopleOS's target buyers had personally experienced. The first 20 seconds lived entirely in that problem. Only then did we introduce the product.

The middle 40 seconds showed PeopleOS solving that exact scenario, the software interface at the key moments, narrated to explain what was happening and why it mattered. We showed the outcome (the compliance audit passing without a single manual chase) rather than listing features. The final 15 seconds was a direct, friction-free call to action for a free trial.

We produced a clean motion graphics animation aligned to PeopleOS's brand system, their colour palette, typography, and visual language. Professional voiceover recorded by a US voice actor whose tone matched their target buyer demographic. Total runtime: 75 seconds. Delivered 12 days after brief sign-off.

The video was placed above the fold, the first thing every homepage visitor sees. Sarah also added it to every outbound cold email sequence, post-demo follow-up email, and LinkedIn ad campaign.

The results

Homepage trial signup conversion rate increased from 1.8% to 2.4%, a 34% lift, in the first month after the video went live. No other changes were made to the homepage during that period. The improvement was entirely attributable to the video. At PeopleOS's traffic volumes, that conversion rate increase translated directly to a significant increase in monthly trial starts and qualified pipeline.

Average time on page doubled from 24 seconds to 51 seconds. Bounce rate dropped by 22%. Prospects who had watched the video before a demo call came in measurably better prepared, Sarah's sales team reported that these prospects spent less time on basic product explanation and more time on specific use case evaluation. Close rates on video-influenced prospects were 28% higher than on cold outbound.

The video is now PeopleOS's most-used marketing asset. It appears on the homepage, in all outbound sequences, in post-demo follow-ups, and as a LinkedIn ad. It has been used in every sales and marketing context for 9 months, with no signs of fatigue because the core message is timeless to their buyer.