How teams compare video formats and make decisions based on data

Video is increasingly being used in marketing, online training, HR, and product interfaces. It helps to convey information faster and reduce the number of steps before the target action. But the effect of the video depends on how and where it is shown. In order not to guess at the format, companies compare several options and see which one works better. This approach is called A/B testing, although in practice it is more often two consecutive scenarios.: first the basic version, then the updated one.

What can be compared in the video

Teams rarely change the video completely. One parameter that affects perception is usually adjusted. Most often, this is the duration, content, or presentation of the material. For example, a short video with a basic idea may provide higher engagement than a long one with details. Or vice versa: for a complex product, it is important to explain more details so that the user understands what they will receive.

The result is also influenced by the context of the display. The video at the top of the page works as an introduction, and closer to the form or shopping cart, as an argument for action. In the product interface, a video can explain how to perform a specific action or master a function. In hiring, it helps you understand the tasks and the future team, and in training, capture one step and move on to the next.

The moment of appearance is tested separately: autorun, launch by click or upon reaching the desired block. This changes not only engagement, but also the pace of interaction. Preview is another element. It helps the user understand in advance what is inside the video and decides to watch it in full.

What is considered the result

Videos have several types of results, and each one is responsible for its own part of the interaction.:

• Attention. Viewings and screenings show how much the viewer is involved in the material and is ready to receive information.
• Action. Clicking on a button, moving to the next step, submitting a form, responding to a vacancy, or proceeding to payment reflect a willingness to interact further.
• Training. The completion of the block, errors, and time to complete the task indicate how well the material has been learned.

The choice of the result depends on the scenario. Clicks are evaluated in marketing, transitions to the response form in HR, completion and quality of tasks in training, activation of functions and registration in product interfaces.

High attention is only useful when it is followed by action. Without going to the next step, the video remains informative, but not operational.

Why test hypotheses?

The A/B approach helps to test specific assumptions. The teams check whether the change affects the result. For example, what happens if you shorten the duration, change the order of arguments, add a CTA near the end, or move the video to another block of the page. In training, they check whether a short video helps to complete lessons more often. In hiring, does the video increase the number of meaningful responses? In the product, does the explanation speed up the path to the first action?

How is QForm embedded?

QForm video widgets allow you to compare such scenarios without modifying the website, LMS, or job page. You can change the moment when the video appears, the preview behavior, the presence of an action button, and how you work with the form. The system shows views, screenings, and clicks, so it's easy to see where attention is falling and where action is occurring.

If the task is to test a hypothesis, then first run the basic scenario, then the modified one and compare the dynamics. This approach is suitable for marketing, HR, training, and products, where not only engagement is important, but also the next step.

Result

Video A/B testing allows you to make decisions based on real data. It shows which format explains faster, which context convinces better, and which scenario leads to action. These are different metrics for different tasks, but the principle remains the same: videos should help you move on, not just attract attention.