When designing the landing page for ConversionXL Institute, we conducted an experiment regarding our explainer video. We wanted to find out how “trustworthy” and “attractive” different voices were perceived. In this ConversionXL Institute study, we tested four different voices, which differed by gender and whether they were professional voice actors or not. Question is, did it make a different in how people perceived our video content? Yes, and the results were somewhat surprising.