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Home & Landing

Video Testimonial or Written Quote: A/B Test Example

Hearing a real customer's experience may feel more personal than reading a quote.

  • Home & landing
  • Primary action completion rate

Option A vs Option B

The asset itself is the variable.

Changed
Media
Page
Home & landing
Difference
changed

Hypothesis

Some visitors will not play a video, and video adds production and loading costs. Compare the same account in both formats and keep an equivalent text version available.

How to run this test

Primary metric

Primary action completion rate

Compare whether the reference format changes completion of the target action.

Other metrics

  • Reference engagementReport video starts and watch time separately from interaction with the text reference.
  • Page load timeTrack the video's impact on page load time.
  • Reference section visibilityMeasure whether the section enters the viewport; visibility does not prove it was read.

What to check before and during the test

  • FormatPresent the same approved customer story as text or video.
  • Keep constantKeep the customer, claims, placement and surrounding content unchanged.
  • Text accessProvide equivalent text for visitors who do not play the video; check captions and screen-reader access.
  • PlaybackPredefine clip length and playback behavior.
  • DeviceReview mobile and desktop results separately.

Setup mistakes to avoid

  1. 1Do not present an actor's scripted story as a real customer testimonial.
  2. 2Do not publish customer footage without permission.
  3. 3Do not change reference format and content together.
  4. 4Do not make video the only reference source; visitors who do not play it should still have access to the testimonial.
  5. 5Do not call a win from increased viewing without checking the target action.