You have too many things to test and not enough time. Should you test the headline, the CTA, the layout, or the trust signals? Which one will actually move the needle?
The problem isn't finding what to A/B test—it's knowing what to A/B test first. Test the wrong thing, and you waste time on low-impact changes. Test the right thing, and you get design validation that actually improves clarity, trust, and clicks.
Here's a simple priority framework to help you choose what to test first, based on impact, confidence, and effort.
What to A/B Test First: The 3-Part Priority Score
Before you run a test, score it using three factors. This tells you what to prioritize.
Impact: How Much Could This Change Outcomes?
What it measures: If this test changes behavior, how much could it improve clarity, trust, or clicks?
High impact (4-5): Changes that affect how people understand your offer, trust your brand, or take action. Examples: headline clarity, value proposition, trust signals, primary CTA.
Low impact (1-2): Changes that affect minor details or polish. Examples: button border radius, secondary font choices, subtle color variations.
Scoring guide:
- 5: Core messaging, primary action, trust signals
- 4: Hero layout, navigation clarity, pricing visibility
- 3: Secondary CTAs, feature descriptions, social proof placement
- 2: Visual polish, minor spacing, tertiary elements
- 1: Micro-interactions, decorative elements
The higher the impact, the more you should prioritize it. But impact alone isn't enough.
Confidence: How Sure Are You That One Option Is Better?
What it measures: How confident are you that one version will outperform the other? Or is it a genuine toss-up?
High confidence (4-5): You have strong reasons to believe one option is better. Examples: user feedback suggests confusion, competitors do it differently, you've seen data pointing to a problem.
Low confidence (1-2): Both options seem equally valid, or you're testing a hunch without much evidence. Examples: aesthetic preferences, personal taste, "maybe this looks better."
Scoring guide:
- 5: Clear user feedback or data shows one option is problematic
- 4: Strong industry patterns or competitor examples suggest one direction
- 3: Hypothesis based on reasonable assumptions or design principles
- 2: Mild preference with some rationale
- 1: Pure guess or aesthetic preference
Confidence matters because tests where both options are equally good won't give you useful signals. Test things where you have a reasonable hypothesis about why one might be better.
Effort: How Hard Is It to Create and Test?
What it measures: How much time does it take to create both versions and run the test?
Low effort (4-5): Quick changes you can make in minutes or hours. Examples: headline text, CTA copy, button color, simple layout adjustments.
High effort (1-2): Changes that require significant design or development work. Examples: complete layout rebuilds, new feature implementations, complex animation changes.
Scoring guide:
- 5: Text or copy changes (headlines, CTAs, labels)
- 4: Simple layout adjustments (spacing, alignment, order)
- 3: Visual style changes (colors, fonts, button styles)
- 2: Moderate layout changes (new sections, repositioned elements)
- 1: Major redesigns or new features
Effort matters because low-effort, high-impact tests compound faster. You can test more things and learn quicker.
The Priority Score Formula
Priority Score = (Impact + Confidence) – Effort
Example scores:
- Headline clarity test: (5 + 4) – 5 = 4 (high priority)
- Trust signal placement: (5 + 3) – 4 = 4 (high priority)
- Button border radius: (2 + 2) – 5 = -1 (low priority)
- Complete layout redesign: (5 + 3) – 1 = 7 (theoretically high, but effort makes it risky)
Rule of thumb: Start with tests that score 3 or higher. Prioritize impact and confidence over effort, but favor low-effort tests when impact and confidence are similar.
Use this score to decide what to A/B test first. Don't test everything—test the things that matter most.
Start With Clarity (Highest Leverage)
If people don't understand what you do or what you're asking them to do, nothing else matters. Clarity tests have the highest impact because they affect everything downstream.
1. Headline: Outcome vs. Feature
What to test: "A/B Testing Platform for Designers" (feature) vs. "Get Real Feedback, Not Opinions" (outcome).
Why it matters: Feature-focused headlines explain what you have. Outcome-focused headlines explain why it matters. Outcomes usually win because they focus on benefits.
What to look for: Votes on clarity and preference. Also watch for comments about comprehension—if people can't describe what you do after reading the headline, it's not clear enough.
2. Subheadline: Who It's For
What to test: "The best way to test your designs" (generic) vs. "The best way for designers to get unbiased feedback" (specific audience).
Why it matters: Generic messaging tries to appeal to everyone and connects with no one. Specific messaging shows you understand your audience's needs.
What to look for: Votes on relevance and clarity. Do people think "this is for me" or "this isn't for me"? Specificity should help the right people identify.
3. Hero Layout: Text-First vs. Image-First
What to test: Text on left with image on right vs. text centered above image, or text-only vs. text with image.
Why it matters: Layout affects what people read first. Text-first prioritizes messaging; image-first prioritizes visual appeal. The winner depends on your audience and goals.
What to look for: Votes on clarity and engagement. Which layout helps people understand the offer faster?
4. Navigation Labels: Short vs. Descriptive
What to test: "Pricing" vs. "See Pricing" or "Features" vs. "How It Works."
Why it matters: Short labels are scannable but can be ambiguous. Descriptive labels are clearer but take more space. The winner depends on your navigation complexity.
What to look for: Votes on clarity and usability. Can people find what they're looking for faster?
5. First Section Content: Benefits vs. Features
What to test: "Test your designs and get feedback" (feature) vs. "Make better design decisions in hours, not days" (benefit).
Why it matters: Features explain what you have. Benefits explain what users get. Benefits usually win for motivation and clarity.
What to look for: Votes on clarity and motivation. Which version makes people want to learn more?
6. CTA Wording: Specific vs. Generic
What to test: "Get Started" (generic) vs. "Create Your First Test" (specific) vs. "Start Testing Free" (value-focused).
Why it matters: Generic CTAs don't set expectations. Specific CTAs tell users what happens next. Value-focused CTAs emphasize benefits.
What to look for: Votes on clarity and clickability. Which CTA makes people feel most confident about clicking?
Test clarity first. If people don't understand what you're offering or what to do next, other improvements won't help.
Then Test Trust (People Don't Click What They Don't Believe)
Once clarity is solid, test trust. People won't take action if they don't believe you're legitimate or trustworthy.
1. Testimonials Placement
What to test: Testimonials above the fold vs. below the fold, or testimonials near the CTA vs. in a separate section.
Why it matters: Testimonials build trust, but placement affects impact. Too early can feel pushy; too late can miss the opportunity.
What to look for: Votes on trust and credibility. Which placement makes the site feel more trustworthy?
2. Logos vs. No Logos
What to test: Customer/partner logos displayed vs. no logos, or logos at the top vs. logos near the CTA.
Why it matters: Logos signal credibility and social proof. Missing logos can feel less trustworthy, especially for new brands.
What to look for: Votes on trust and credibility. Do logos make the site feel more legitimate?
3. "As Seen In" Strip
What to test: Press mentions or media logos displayed vs. no press mentions, or "as seen in" at the top vs. at the bottom.
Why it matters: Press mentions add third-party credibility. Placement affects when people see it during their journey.
What to look for: Votes on trust and legitimacy. Does press coverage make the brand feel more credible?
4. Pricing Transparency vs. "Contact Sales"
What to test: Pricing displayed upfront vs. "Contact Sales" or "See Pricing" with no visible prices.
Why it matters: Transparent pricing builds trust but can turn off price-sensitive visitors. Hidden pricing can feel less trustworthy but allows personalized quotes.
What to look for: Votes on trust and transparency. Which approach feels more honest and credible?
5. Guarantees/Refund Language
What to test: "30-Day Money-Back Guarantee" vs. no guarantee, or guarantee near CTA vs. in footer.
Why it matters: Guarantees reduce risk and increase trust. Placement affects when people see it during decision-making.
What to look for: Votes on trust and risk perception. Does a guarantee make people feel more confident?
6. Social Proof Count Placement
What to test: User count or testimonial count displayed vs. no count, or count at top vs. count near CTA.
Why it matters: Numbers add specificity and credibility. "10,000+ users" feels more trustworthy than "lots of users."
What to look for: Votes on trust and credibility. Do numbers make the site feel more legitimate?
7. Credibility Badges Placement
What to test: Security badges, ratings badges, or certifications displayed vs. no badges, or badges near form/CTA vs. in footer.
Why it matters: Badges signal security, quality, or compliance. Placement affects when people see trust signals during their journey.
What to look for: Votes on trust and security. Do badges make the site feel safer or more credible?
Test trust after clarity. If people understand what you do but don't trust you, they won't take action.
Then Test Action (Clicks, Signups, and Next Steps)
Once clarity and trust are solid, test action. This is where you optimize for clicks, signups, and conversions.
1. CTA Button Style: Filled vs. Outline
What to test: Filled button (solid color) vs. outlined button (border only), or filled primary vs. outlined primary.
Why it matters: Filled buttons feel more important and clickable. Outlined buttons feel more subtle. The winner depends on your visual hierarchy.
What to look for: Votes on clickability and visual hierarchy. Which style makes the primary action more obvious?
2. Primary vs. Secondary CTA Presence
What to test: One primary CTA vs. two CTAs (primary + secondary), or primary CTA only vs. multiple CTAs.
Why it matters: Multiple CTAs can give options but can also create confusion. Single CTAs are clearer but might miss some user intent.
What to look for: Votes on clarity and clickability. Which approach makes the next step clearer?
3. Form Length: Email-Only vs. Multi-Field
What to test: Single email field vs. email + name fields, or email + name + company fields.
Why it matters: Shorter forms convert better but give you less information. Longer forms give you more qualified leads but reduce conversion.
What to look for: Votes on friction and willingness to complete. Which form length feels less overwhelming?
4. Pricing Page Layout: Cards vs. Table
What to test: Horizontal pricing cards vs. vertical pricing list, or 3-column cards vs. 4-column cards.
Why it matters: Layout affects how people compare options. Cards feel more modern; tables feel more traditional. The winner depends on complexity and audience.
What to look for: Votes on clarity and ease of comparison. Which layout makes pricing easier to understand?
5. Feature Comparison Presentation
What to test: Feature list format (bullets vs. table) vs. feature cards, or detailed comparison vs. simplified highlights.
Why it matters: Comparison format affects how people evaluate options. Detailed comparisons help thorough evaluators; simplified highlights help quick deciders.
What to look for: Votes on clarity and usefulness. Which format helps people make decisions faster?
6. Onboarding Step Copy
What to test: "Step 1 of 3" vs. "1 of 3" vs. progress bar only, or "Next" vs. "Continue" vs. "Get Started."
Why it matters: Wording affects perceived complexity and motivation. More steps can feel overwhelming; fewer steps can feel incomplete.
What to look for: Votes on clarity and motivation. Which wording makes the process feel clearer and less daunting?
Test action after clarity and trust. If people understand what you do and trust you, then optimize for conversion.
A Fast "If This, Then Test That" Cheat Sheet
Not sure what to test? Use this mapping:
- If users don't understand what it is → Test headline/subheadline clarity (outcome vs. feature, who it's for)
- If they bounce fast → Test hero hierarchy + first section content (text vs. image, benefits vs. features)
- If they hesitate to click → Test trust signals (testimonials, logos, guarantees, badges placement)
- If they click but don't convert → Test form friction/onboarding (form length, step copy, CTA clarity)
- If your team can't agree → Test the two best options in an A/B test (let data settle the debate)
Use this cheat sheet to quickly identify what to A/B test based on the problem you're seeing.
Common Mistakes When Choosing What to Test
Avoid these mistakes when deciding what to test:
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Testing button color before clarity: Don't optimize aesthetics before fixing comprehension. If people don't understand what you do, a different button color won't help.
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Changing multiple variables at once: If you test headline + layout + CTA together, you won't know which change caused the difference. Test one variable at a time.
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Running tests without a clear question: Every test should answer a specific question: "Which headline is clearer?" not "Which do you like more?" Clear questions get clear answers.
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Optimizing for personal preference: Don't test based on what you or your team prefers. Test based on what your users need. Personal preference isn't user preference.
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Using friends only: Friends are biased and don't represent your audience. Test with people who match your target users, not just people who want to be nice.
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Ignoring the "why" behind results: If Version A wins, understand why. Was it clearer? More trustworthy? More compelling? Understanding why helps you apply the learning to future tests.
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Treating small samples as final truth: A/B tests with 10 votes aren't reliable. Aim for at least 20-30 votes minimum, ideally 50+ for directional signals. Small samples can be misleading.
Avoid these mistakes, and you'll make better decisions about what to test.
How to Run These Tests on DesignPick (Simple Flow)
Once you've decided what to test, here's how to run it on DesignPick:
Step 1: Pick One Decision
Choose one variable to test. One headline. One CTA. One layout. Not multiple things at once.
Example: "Which headline is clearer: 'A/B Testing Platform' or 'Get Real Feedback'?"
Step 2: Create Version A and Version B
Design both versions. Keep everything identical except the one variable you're testing.
Example: Same hero image, same CTA, same layout—only the headline text changes.
Step 3: Write the Test Question
Write a clear question that voters can answer. Make it specific, not vague.
Bad: "Which do you like more?" Good: "Which headline makes you want to learn more?"
Step 4: Share to the Right Audience
Share your test in design communities, relevant subreddits, or Slack groups. Get votes from people who represent your target users, not just friends.
Example: Share a designer-focused test in design communities. Share a B2B product test in relevant business communities.
Step 5: Collect Enough Votes, Then Iterate
Aim for at least 20-30 votes minimum for directional signals. More is better, but 20-30 gives you enough data to make a decision.
Once you have results, make your decision and test the next variable. Build a habit of continuous testing.
Remember the one-variable rule: Test one thing at a time. If you change multiple variables, you won't know what caused the difference.
Ready to Test Your Designs?
Start with clarity, then trust, then action. Use the priority score to decide what to test first. Pick one variable, create both versions, and run a test on DesignPick.
Upload both versions side-by-side, share with the design community, and get real votes on which one works better. You'll have results in hours—fast enough to inform your next design decision.
The Bottom Line
What to A/B test first? Start with clarity (headlines, messaging, hierarchy). Then test trust (testimonials, logos, guarantees). Then test action (CTAs, forms, onboarding).
Use the priority score to decide: (Impact + Confidence) – Effort. Focus on high-impact, high-confidence, low-effort tests first.
Don't test everything—test the things that matter most. Build a habit of continuous testing, one variable at a time, and use the results to make better design decisions.
Want more A/B test ideas? Browse more posts on the blog.