It's confusing first of all because you've chosen a product which people don't generally sell online - fish. If you'd chosen bikes or clothes it would have made sense.
The other thing is on the "play" version - it takes about half the animation before you even get to the online bit and when you do, the illustration of how A/B testing actually works only takes up a tiny bit of real estate.
For my money I'm not convinced that the offline analogy really adds to it. You know your market better than me (or anyone else here except Pete and Dan) but I feel like you could jump straight in with a story about an online store.
"Mike sells bikes online but he's not sure which ones to put on the front page. Will he get the most sales from showing someone bikes on the frontpage or showing them chainsets? He doesn't know and he finds it hard to read his analytics to figure out which one is best. VisualWebsiteOptimiser does all this for him..."