Your headline is the first thing visitors see. It determines whether they keep reading or bounce. A better headline can double your conversion rate. A worse one can cut it in half.
The problem? You can't know which headline works better until you test it.
Here are 12 headline A/B test variations you can run, plus how to measure which one wins.
What Makes a Good A/B Headline Test
Before we dive in, remember the rules:
- One variable: Test one thing at a time (headline text, not headline + layout + CTA)
- Same layout: Keep everything else identical so you're only measuring headline impact
- Clear question: Know what you're testing (clarity? motivation? trust?)
If you change multiple things, you won't know what caused the difference.
12 Headline A/B Test Variations
1. Descriptive vs. Benefit-Focused
Version A: "Design A/B Testing Platform" (descriptive) Version B: "Get Real Feedback, Not Opinions" (benefit)
Why it works: Descriptive headlines explain what you do. Benefit headlines explain why it matters. Benefits often convert better because they focus on outcomes.
What to watch: Time on page, scroll rate, CTA clicks. Benefit headlines usually win for conversion, but descriptive headlines can win for clarity.
2. Question vs. Statement
Version A: "Need Design Feedback?" (question) Version B: "Get Design Feedback That Actually Helps" (statement)
Why it works: Questions engage readers by making them think. Statements are more direct. The winner depends on your audience's mindset.
What to watch: Engagement metrics (time on page, scroll depth). Questions often win for engagement; statements often win for clarity.
3. Short vs. Long
Version A: "Test Your Designs" (short) Version B: "Test Your Designs and Get Real Feedback from Real Designers" (long)
Why it works: Short headlines are scannable. Long headlines provide context. The winner depends on how much context your audience needs.
What to watch: Bounce rate, time on page. Short headlines often win for mobile; long headlines often win for complex products.
4. Feature vs. Outcome
Version A: "A/B Testing for Designers" (feature) Version B: "Stop Guessing Which Design Works Better" (outcome)
Why it works: Features explain what you have. Outcomes explain what users get. Outcomes usually convert better because they focus on results.
What to watch: Conversion rate, CTA clicks. Outcome headlines usually win for motivation.
5. Bold Claim vs. Modest Promise
Version A: "Double Your Conversion Rate" (bold claim) Version B: "Get Better Feedback on Your Designs" (modest promise)
Why it works: Bold claims grab attention but can feel like hype. Modest promises feel more credible but can feel less exciting. The winner depends on your audience's skepticism level.
What to watch: Trust signals (time on page, scroll rate). Modest promises often win for credibility; bold claims often win for attention.
6. Problem-Focused vs. Solution-Focused
Version A: "Tired of Getting 'Looks Good' Feedback?" (problem) Version B: "Get Specific, Actionable Design Feedback" (solution)
Why it works: Problem-focused headlines resonate with people who have the problem. Solution-focused headlines appeal to people who want the outcome. The winner depends on where your audience is in their journey.
What to watch: Engagement (time on page, scroll depth). Problem-focused headlines often win for relatability; solution-focused headlines often win for clarity.
7. Emotional vs. Rational
Version A: "Design with Confidence" (emotional) Version B: "A/B Test Your Designs and Make Data-Driven Decisions" (rational)
Why it works: Emotional headlines appeal to feelings. Rational headlines appeal to logic. The winner depends on your audience's decision-making style.
What to watch: Conversion rate, engagement. Emotional headlines often win for motivation; rational headlines often win for credibility.
8. Specific vs. Generic
Version A: "A/B Testing for Landing Pages" (specific) Version B: "A/B Testing for Your Designs" (generic)
Why it works: Specific headlines attract a narrower audience but convert better within that audience. Generic headlines attract a broader audience but convert worse overall. The winner depends on your targeting.
What to watch: Conversion rate, bounce rate. Specific headlines often win for qualified traffic; generic headlines often win for broad traffic.
9. Urgency vs. No Urgency
Version A: "Start Testing Today" (urgency) Version B: "Test Your Designs and Get Feedback" (no urgency)
Why it works: Urgency creates motivation but can feel pushy. No urgency feels more relaxed but can feel less compelling. The winner depends on your audience's sensitivity to pressure.
What to watch: Conversion rate, bounce rate. Urgency often wins for motivated audiences; no urgency often wins for skeptical audiences.
10. First Person vs. Second Person
Version A: "We Help Designers Get Better Feedback" (first person) Version B: "Get Better Feedback on Your Designs" (second person)
Why it works: First person focuses on you (the company). Second person focuses on them (the user). Second person usually converts better because it's more user-centric.
What to watch: Engagement, conversion rate. Second person usually wins for user focus.
11. Numbers vs. No Numbers
Version A: "Get Feedback from 100+ Designers" (numbers) Version B: "Get Feedback from Real Designers" (no numbers)
Why it works: Numbers add specificity and credibility. No numbers feel more flexible but less concrete. The winner depends on whether numbers add value or feel like fluff.
What to watch: Trust signals, conversion rate. Numbers often win for credibility; no numbers often win for simplicity.
12. Negative vs. Positive Framing
Version A: "Stop Guessing Which Design Works" (negative) Version B: "Know Which Design Works Better" (positive)
Why it works: Negative framing focuses on avoiding problems. Positive framing focuses on achieving outcomes. The winner depends on your audience's motivation style.
What to watch: Engagement, conversion rate. Negative framing often wins for problem-aware audiences; positive framing often wins for solution-seeking audiences.
Common Mistakes (And How to Avoid Them)
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Testing too many variables: Change only the headline text, not the layout, CTA, or images. If you change multiple things, you won't know what caused the difference.
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Not running long enough: Headline tests need at least 100-200 votes to be statistically significant. Don't stop after 20 votes.
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Ignoring context: A headline that works for one audience might not work for another. Test with your actual audience, not just friends.
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Focusing on clicks only: Headlines affect more than just clicks. Watch time on page, scroll depth, and conversion rate too.
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Not testing mobile: Headlines render differently on mobile (shorter lines, less context). Test mobile separately or ensure your test includes mobile voters.
Create Your Headline Test
Ready to test your headlines? Create an A/B test on DesignPick.
Upload two versions of your landing page (identical except for the headline), share with the design community, and get real votes on which one works better. You'll have results in hours, not weeks.
The Bottom Line
Headlines shape perception. Test them systematically, one variable at a time, and measure what matters (clarity, engagement, conversion). These 12 variations are a great starting point—but the real value comes from testing your specific headlines with your specific audience.
Want more A/B test ideas? Browse more experiments on the blog.