AI Marketing

June 3, 2025

How to A/B Test AI Videos Like a Performance Marketer

# Performance Marketing

# Marketing

Learn how to quickly create, test, and optimize multiple video versions using HeyGen--no reshoots or editing required.

Creating a great video is just the beginning. Real results come from testing and optimization. Even if you’re not a performance marketer (yet), tools like HeyGen make it easy to create and compare multiple video versions to see what drives real impact, whether that's clicks, conversions, signups, or sales. In this guide, you’ll learn how to create multiple versions of your videos quickly and start A/B testing to make smarter, more confident decisions in your future video content.

What's covered in this guide:

What is performance marketing?

Common variables performance marketers test

How to create multiple versions of your video

How to A/B test multiple versions of your video

Best practices from leading performance marketers

Ready to dive in? Let's go!

What is performance marketing?

Performance marketing is all about driving measurable results, whether that's clicks, conversions, signups, or sales. Success is defined by how well your content performs against a goal. The best performance marketers continuously test and refine assets to improve ROI and apply their learnings to future content.

One of the most effective tools for performance marketers is A/B testing: a method where marketers compare two or more versions of a video to see which performs better based on their specific goal (conversions, signups, sales, etc.). The key is to deliver each version to a similar audience under similar conditions, and then compare how they perform.

With HeyGen, you can apply performance marketing principles to your video workflow by creating multiple versions of your videos quickly, without needing to re-shoot or re-edit every time. With HeyGen, versioning and testing is no longer a post-production bottleneck. It’s a core part of the best AI marketers’ strategies!

Common variables performance marketers test

HeyGen allows you to easily generate variations of a single video, making it simple to test different creative approaches to your campaigns. Here’s what you can test and why:

Different hooks or intros

Why test it? The first 3-5 seconds determine whether someone keeps watching or scrolls away. Test multiple hooks to identify which message grabs attention best.

How to measure: Track video view-through rates or drop-off points to see which intro retains viewers longer.

Avatars or voice styles

Why test it? Tone, relatability and perceived credibility can all vary by avatar and voice. What resonates with one audience may fall flat with another.

How to measure: Compare engagement (clicks, watch time) and conversion metrics for each version.

Calls to Action (CTAs)

Why test it? Small changes in language or placement can significantly impact conversion. “Start your free trial” vs. “Get started today” may yield different results.

How to measure: Focus on click-through rate, signup rate, or desired action taken after viewing.

Scripts tailored by audience or channel

Why test it? A message crafted for LinkedIn may not work on TikTok. Tailoring language, pacing, or visuals for the platform can increase relevance.

How to measure: Run tests by segment and compare performance across platforms or audience groups.

How to create multiple versions of your video

Ready to get to A/B testing? Here’s are step-by-step instructions on how to quickly create multiple versions of your videos.

Step 1: Choose one variable to test

Focus on a single element, such as the hook, voice style, or CTA, so you know what caused any performance difference.

Step 2: Create a new version

From your HeyGen homepage, navigate to your already completed video. Click the three dots and select ‘Edit as New’ to create a new draft of the video. To keep things organized, rename your video using a consistent naming structure (e.g., explainer_v1_hookA, explainer_v2_hookB) so you can track performance accurately.

Step 3: Change your variable

Next, make edits to your chosen variable only and generate the video when you’re satisfied! Visit the following resources for help if needed:

Hooks/CTAs: update your Script, focusing on the first few seconds to grab attention.

Avatars:

If you used a Public Avatar in your original video, you're in luck! Swapping one Public Avatar to another is a breeze. Visit this section of our Public Avatar guide for how to select and customize a Public Avatar.

If you used a Custom Avatar in your original video, try Generating Looks to adjust its outfits, settings, and environment.

Voices: swapping Voices is a breeze for both Public Avatars and Custom Avatars. Simply click the voice in the Script Panel and swap to any other voice in HeyGen's library! Fine-tune your avatar's speech with Voice Mirroring and Voice Director.

Check out this guide on AI UGC Ads with HeyGen to see real examples and tips for making authentic, conversion-driven content.

How to A/B test multiple video versions

Now armed with multiple versions of your video, follow this step-by-step approach to run a strong A/B test:

Step 1: Deploy with a testing platform

If you’re already using an ad manager (e.g., Meta, Google Ads) or email platform, use their built-in A/B testing features to split traffic between versions. This allows you to test performance in real-world scenarios.

If you’re not using one yet, you can still run A/B tests manually, or seek out tools to optimize your process. Ensure even distribution and sufficient reach to get reliable results.

Step 2: Track your KPIs

Identify what matters for this test. Is it view-through rate, CTR, signups, or sales? Monitor how each version performs against that metric.

Step 3: Analyze and interpret results

Look for statistically significant differences. Avoid overreacting to small sample sizes or one-day spikes.

Step 4: Iterate with learnings

Document and keep what worked, refine what didn’t, and test the next variable. Build toward a high-performing “control” version over time, and remember this may vary by platform, audience, and region.

Best practices from leading performance marketers

Want to level up your video strategy? Here are proven best practices top performance marketers use to test, optimize, and get the most out of every video.

Tip #1: Hook your audience in the first 3 seconds

If you don't capture viewers' attention at the start of your ads, they're gone!

Use curiosity, bold claims, or unexpected questions to grab attention. Avoid extraneous introductions such as "hey guys, today I'm going to tell you about this productivity gap" and instead opt for a hook that communicates your product's value, such as:

What if you could finish your work in half the time—without burning out?

This tool just saved me 3 hours of work every single day.

POV: You're getting more done while working less hours than everyone else.

Tip #2: Keep it snappy: 15-45 seconds total, 3-5 seconds per scene

Viewers' attention spans are shrinking, so avoid long static shots and long-winded explanations and instead opt for quick, rapid-fire cuts lasting 3-5 seconds each. Rather than giving a full breakdown of every feature your product offers, prioritize and focus on your key value propositions.

And show, don't just tell! Use dynamic visuals, on-screen text to reinforce key points, screen recordings, action shots or split-screen comparisons.

Tip #3: The problem-solution formula always wins

People engage best with content they relate to. Highlight common pain points—time, effort, confusion—and how your product eliminates them.

Here's a time-tested structure for an effective ad:

Problem: "I was spending hours on these tasks every day."

Using product: "Then I found this app that automates everything!"

Immediate results: before/after, time saved, what I do with my free time now

Happy reaction

Tip #4: Always give viewers a CTA (call to action)

What steps do you want viewers to take after watching your ad? Calls to action should feel natural, not forced. For best results, make them sound like a casual recommendation.

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