diff --git a/app/controllers/content_items_controller.rb b/app/controllers/content_items_controller.rb
index 7d3032b04..06ed6dd2e 100644
--- a/app/controllers/content_items_controller.rb
+++ b/app/controllers/content_items_controller.rb
@@ -30,26 +30,21 @@ def show
       ab_test = GovukAbTesting::AbTest.new(
         "find_utr_number_video_links",
         dimension: 300, # TODO: which dimension should we use?
-        allowed_variants: %w[HelpText VideoLink],
-        control_variant: "HelpText",
+        allowed_variants: %w[A B Z],
+        control_variant: "Z",
       )
       @requested_variant = ab_test.requested_variant(request.headers)
       @requested_variant.configure_response(response)
 
-      if @requested_variant.variant? "VideoLink"
-        # NOTE: this is a fragile way of doing an AB test on content.
-        #
-        # Any change to the base content, or to the way the content is rendered
-        # could potentially break the B variant of the test, and result in both
-        # variants being the same.
-        # We're aware of this risk, and we're going to be careful in this one off
-        # situation. This is not a sustainable way of doing AB tests in the
-        # future.
-        @content_item.body.sub!(
-          /<li>\s*in\ the\s+<a\ href="[^"]*"><abbr\ title="[^"]+">HMRC<\/abbr>\s+app<\/a>\s*<\/li>/,
-          '<li>in the <a href="https://www.gov.uk/guidance/download-the-hmrc-app"><abbr title="HM Revenue and Customs">HMRC</abbr> app</a> - watch a <a href="https://www.youtube.com/watch?v=LXw9ily9rTo">video about finding your UTR number in the app</a></li>',
-        )
-      end
+      replacement = case @requested_variant.variant_name
+                    when "A"
+                      I18n.t("ab_tests.find_utr_number_video_links.A")
+                    when "B"
+                      I18n.t("ab_tests.find_utr_number_video_links.B")
+                    else
+                      I18n.t("ab_tests.find_utr_number_video_links.Z")
+                    end
+      @content_item.body.sub!("{{ab_test_find_utr_number_video_links}}", replacement)
     end
     # /TEMPORARY
 
diff --git a/config/locales/en.yml b/config/locales/en.yml
index 465ebc43c..6103d76c3 100644
--- a/config/locales/en.yml
+++ b/config/locales/en.yml
@@ -1,5 +1,10 @@
 ---
 en:
+  ab_tests:
+    find_utr_number_video_links:
+      A: 'in the <a href="/guidance/download-the-hmrc-app"><abbr title="HM Revenue and Customs">HMRC</abbr> app</a>'
+      B: 'in the <abbr title="HM Revenue and Customs">HMRC</abbr> app - watch a <a href="https://www.youtube.com/watch?v=LXw9ily9rTo">video about finding your UTR number in the app</a>'
+      Z: 'in the <a href="/guidance/download-the-hmrc-app"><abbr title="HM Revenue and Customs">HMRC</abbr> app</a>'
   call_for_evidence:
     and: and
     another_website_html: This call for evidence %{closed} held on <a href="%{url}">another website</a>
diff --git a/test/controllers/content_items_controller_test.rb b/test/controllers/content_items_controller_test.rb
index 7f7908b20..b138cdd43 100644
--- a/test/controllers/content_items_controller_test.rb
+++ b/test/controllers/content_items_controller_test.rb
@@ -364,19 +364,36 @@ class ContentItemsControllerTest < ActionController::TestCase
     assert_equal "true", @response.headers[Slimmer::Headers::REMOVE_SEARCH_HEADER]
   end
 
-  test "AB test replaces content on the find-utr-number page" do
+  test "AB test replaces content on the find-utr-number page with default" do
     content_item = content_store_has_schema_example("answer", "answer")
     content_item["base_path"] = "/find-utr-number"
-    content_item["details"]["body"] = "<li>in the <a href=\"\"><abbr title=\"HM Revenue and Customs\">HMRC</abbr> app</a>\n</li>"
+    content_item["details"]["body"] = "<li>{{ab_test_find_utr_number_video_links}}</li>"
     content_item["locale"] = "en"
 
     stub_content_store_has_item(content_item["base_path"], content_item)
 
-    request.headers["HTTP_GOVUK_ABTEST_FIND_UTR_NUMBER_VIDEO_LINKS"] = "VideoLink"
+    request.headers["HTTP_GOVUK_ABTEST_FIND_UTR_NUMBER_VIDEO_LINKS"] = nil
 
     get :show, params: { path: path_for(content_item) }
     assert_response :success
-    assert_match 'watch a <a href="https://www.youtube.com/watch?v=LXw9ily9rTo">video about finding your UTR number in the app</a>', response.body
+    assert_no_match "{{ab_test_find_utr_number_video_links}}", response.body
+    assert_match "<li>#{I18n.t('ab_tests.find_utr_number_video_links.Z')}</li>", response.body
+  end
+
+  test "AB test replaces content on the find-utr-number page with variant B" do
+    content_item = content_store_has_schema_example("answer", "answer")
+    content_item["base_path"] = "/find-utr-number"
+    content_item["details"]["body"] = "<li>{{ab_test_find_utr_number_video_links}}</li>"
+    content_item["locale"] = "en"
+
+    stub_content_store_has_item(content_item["base_path"], content_item)
+
+    request.headers["HTTP_GOVUK_ABTEST_FIND_UTR_NUMBER_VIDEO_LINKS"] = "B"
+
+    get :show, params: { path: path_for(content_item) }
+    assert_response :success
+    assert_no_match "{{ab_test_find_utr_number_video_links}}", response.body
+    assert_match "<li>#{I18n.t('ab_tests.find_utr_number_video_links.B')}</li>", response.body
   end
 
   def path_for(content_item, locale = nil)