# Video Testimonial or Written Quote: A/B Test Example

Page: https://alidemirbas.com.tr/en/lab/ab-test-library/tests/video-testimonial-or-written-quote-ab-test-example

## Hypothesis

If visitors hear a real customer describe the experience in their own voice, the testimonial may feel more personal and credible than reading the same account. Visitors who never play the video and the extra loading time could limit that effect, so which format wins on the primary action completion rate depends on that balance.

## When to run this test

When the testimonial section gets seen but progress does not improve, survey answers find the quotes unconvincing, or messages ask whether the testimonials are real, it is worth questioning the format the testimonials come in. If the video format is more convincing, visitors who watch it find the account more credible and move on to the primary action more readily. Before launch, confirm that the person on screen is a real customer rather than an actor and that you have permission to use the footage; if the page is already slow, fix load time first.

## Primary metric

**Primary action completion rate**: Compare whether the reference format changes completion of the target action.

## Other metrics

- **Reference engagement**: Report video starts and watch time separately from interaction with the text reference.
- **Page load time**: Track the video's impact on page load time.
- **Reference section visibility**: Measure whether the section enters the viewport; visibility does not prove it was read.

## What to check before and during the test

- **Format**: Present the same approved customer story as text or video.
- **Keep constant**: Keep the customer, claims, placement and surrounding content unchanged.
- **Text access**: Provide equivalent text for visitors who do not play the video; check captions and screen-reader access.
- **Playback**: Predefine clip length and playback behavior.
- **Device**: Review mobile and desktop results separately.

## What to watch when reading the result

- Do not call the video version the winner because video starts or watch time are high. Report those separately from interaction with the text testimonial, let the primary action completion rate decide, and weigh any added page load time that eats into the gain.
- This finding is limited to this customer story and this spot on the page. Review mobile and desktop separately, because playback behavior and loading cost can differ by device, and validate the result again before carrying it over to another testimonial or page.
- While the result is unclear, do not draw conclusions from only the visitors who played the video, since that group already skews toward interested visitors. Compare all assigned visitors and assess the gap between the two formats with the [A/B test significance calculator](https://alidemirbas.com.tr/en/calculators/ab-test).

## Frequently Asked Questions

### Should the video and written testimonial contain the same account?

Yes. Preserve the authorized customer, claims and surrounding context. Otherwise the experiment changes both the format and the substance.

### What should visitors who do not play the video see?

Provide an equivalent accessible text alternative and appropriate captions. Fix playback behavior and clip length beforehand rather than leaving non-viewers without the testimonial information.

### Does higher video viewing make the variant a winner?

No. Use completed main actions as the primary outcome. Report video starts and viewing time as diagnostics, not equivalents of written-testimonial interaction.

### What permission and accuracy checks are needed?

Verify rights to use the customer’s image and account. Do not portray an actor as a genuine customer. Monitor loading cost and supported device experiences.