# Autoplaying Hero Video vs Static Image A/B Test Idea

Page: https://alidemirbas.com.tr/en/lab/ab-test-library/tests/autoplaying-hero-video-vs-static-image-ab-test-idea

## Hypothesis

If a short, silent promotional video replaces the static hero image, visitors may grasp how a complex product works from the first screen. If the motion does not distract and the video does not slow the page, the primary action completion rate may climb in the video arm.

## When to run this test

Three signals make the case here: repeated support questions about the product's basic workings, survey responses saying its purpose is unclear, and sessions that end right after the hero area. When the video does its job, visitors who get it keep moving down the page and complete the defined action more often. If the page is already slow, fix speed first; load the video outside the critical loading path and use a player visitors can pause and dismiss.

## Primary metric

**Primary action completion rate**: Compare completion of the target action to see whether video changes behavior.

## Other metrics

- **Video engagement**: Measure starts and meaningful watch time separately; autoplay does not demonstrate interest.
- **Page load time**: Track the video's impact on page load time.
- **Page exit rate**: Compare exits among visitors assigned to the hero video.

## What to check before and during the test

- **Media**: Replace the static hero image with one predefined silent promotional video.
- **Keep constant**: Keep headline, CTA, hero size and surrounding content unchanged.
- **Playback**: Use the same playback behavior in both arms. If autoplay is unavailable or reduced motion is enabled, show a static alternative; provide captions and a text equivalent.
- **Engagement**: Use watch behavior to explain the conversion result, not to choose a winner.
- **Separate test**: To compare autoplay with click-to-play, use the same video in both arms.

## What to watch when reading the result

- More video starts or longer watch time are not a win, because autoplay does not show interest. Judge the arms by primary action completion rate; if the action does not change, more views are no reason to ship. Also check whether the page exit rate rises in the video arm.
- The result measures this video and autoplay together; it does not isolate the effect of how the video plays. If page load time grew in the video arm, that cost is part of the variant's result, and separating the media from speed takes a different design.
- If no clear gap appears between arms, make sure the measurement is sound first, because a heavy video can delay the tracking code in some sessions and lose visitors from one arm. Check that visitor counts per arm match the planned split (sample ratio mismatch). If the split holds, compare primary action completion rates with the [A/B test significance calculator](https://alidemirbas.com.tr/en/calculators/ab-test) and report the difference with its p-value.

## Frequently Asked Questions

### Does the hero-video test isolate autoplay?

No. A static image versus an autoplaying video combines media and playback changes. To isolate autoplay, compare the same video with different playback behavior in a separate test.

### Can video views determine the winner?

No. Autoplay is not evidence of interest. Use completed main actions as the primary outcome. Starts and meaningful viewing time are diagnostics.

### What does the result mean if video slows the page?

It includes the performance cost of the tested video experience. Monitor that cost as a guardrail. Isolating media format from loading performance requires another design.

### Which accessibility provisions should the video include?

Provide playback controls, respect reduced-motion preferences and offer an appropriate fallback. Make essential visual or audio information accessible through suitable alternatives.