A/B testing (also known as split testing) is a process of showing two variants of the same Video to different segments of website visitors at the same time and comparing which variant drives more conversions.

A/B testing will tell you what factors in your videos influence the probability of the viewer watching the entire video. And you can then use this insight to make more videos that your viewers love. In fact, brands carry out A/B testing video ads on Snapchat and Instagram more often than you’d imagine.

What Metrics Should You Measure While Carrying Out A/B Testing?

The effectiveness of a variation is usually measured by comparing the Click Rates of all the variations. But this does not work for online videos because it only tells you how many times your video was viewed.

For a video ad, you should be tracking the Lead Conversion Rate. It is the percentage of viewers that perform an action after watching your video and are transformed into leads in your pipeline. By measuring this, you know how many people haphazardly clicked on your video and how many were actually intrigued by your content.


A/B testing is a traditional approach to improve and optimize metrics. Maybe you were not aware of how this approach works with videos, or maybe you felt that A/B testing with videos is expensive and time-consuming. Whatever reasons you had to not run experiments with videos before, they should not hold you back now.