Headline testing: Create engaging headlines with A/B testing and generate more leads

Think about the last time you were browsing a website. Did you ever click on an article with an uninteresting headline? Chances are, you don’t even remember.

With so many digital channels available to us – and so little time – we've become adept at skimming articles to find the content most relevant to us. The rest we just skip altogether.

That’s why having a well-crafted headline is more important than ever if you want people to actually read what you write.

The right headline can be the difference between someone taking the time to read your article and moving on to the next. That's why it's so important to spend time crafting headlines that capture attention, and persuade people to keep reading.

One of the most effective ways of finding the right headlines is to simply test different versions of them. And, in the world of digital content, one of the best ways to do that is A/B testing. 

In this post, we’re going to introduce the headline testing process, discuss how to set up and perform an A/B test on a headline, and how to analyze your results.

“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”

David Ogilvy

What is headline testing?

Headline testing is the process of testing different versions of your headline, or H1 if we’re using SEO terminology.

You can perform a headline test for any piece of digital content (article, landing page, blog post, product description, etc.) to see which version of the H1 performs better. A/B headline tests involve the creation of two versions of a headline (version A and version B), which you then track to determine how each performs.

Headline testing is important because it allows you to fine-tune your headlines and make sure they are as effective as possible. The right headline can be the difference between someone taking the time to read your article and moving on to the next one.

You can automate your headline testing process with a headline testing tool. Your tool may help you develop headline suggestions and assess the results of your test once it's complete.

Your headline testing approach will depend on your content strategy and business goals — and on the tools that you use to support your testing efforts. However, the process typically involves the following steps. 

1. Brainstorming headlines

The first step of any headline testing process should be to brainstorm headline ideas. The goal is to come up with as many ideas as possible — so don't worry about whether they're good or not. Just write headlines down and see which work well with your content. It might be useful to integrate a headline testing tool as part of your brainstorming process: an AI-supported headline analyzer, for example, can help steer you toward headlines that are aligned with your content goals. 

If you don't have any idea about how to come up with headline ideas, here are some headline writing tips:

Include numbers

Numbers in headlines can be an effective way to grab reader attention. That’s because numbers are often associated with certainty and precision, which can sometimes make them more persuasive than words. Numbers can also add urgency to a headline if they’re associated with time pressure — which may make it more likely that readers feel the need to take action.

Of course, not all headlines need to include numbers, but they could offer a way to stand out from the competition. Brainstorming different headlines with numbers can help you create more persuasive and effective headlines for your business.

Here are some headline suggestions that incorporate numbers:

• <# Number> Ways to Get More <Desired Outcome>

• How to Increase <Something> by <# Impressive Number of Desired Outcome>

Talk about pain points and benefits

Another headline brainstorming tip is to think about customer pain points and the potential benefits of a solution. Putting emphasis on both pain points and solutions in a headline is a way to persuade browsers to keep reading, and learn more about a product or service.

For example, let's say you're selling a new type of toothbrush that’s designed to reduce plaque buildup. A headline along the lines of "The Toothbrush to Reduce Plaque Buildup" is likely to be more effective than a headline that simply states the name of the product with no additional depth or framing. 

By talking about the customer's pain point (in this case, plaque buildup) and the potential benefit of the solution (a reduction in plaque buildup), you’ll likely increase the likelihood that people will want to engage with your product offering.  

In short, when brainstorming headlines, remember to focus on the needs and interests of your intended audience, and what your product or service can do for them. 

Here are some headline suggestions that incorporate pain points:

• Want to <Do Something>? Follow These <Number> Steps

• Why Every <Your Target Audience> Needs a <Something> And How to Get/Build/Grow One

Arouse curiosity

If a headline is boring or uninteresting, there's a good chance that people will simply scroll past it. However, if a headline is intriguing, and makes people curious about what the article contains, they're much more likely to click through and read it.

There are plenty of ways to arouse curiosity in a headline:

• Pose a question that the reader will want to know the answer to.

• Use surprising or unexpected words.

• Provoke an emotional response.

• Try to create a sense of urgency by implying that the article contains time-sensitive information.

By using one or more of these strategies, you can craft headlines that are more likely to catch and hold people's attention, and encourage them to read your articles.

Here are some suggestions for headlines that might arouse curiosity:

• How to <do Something> without <Common Way People May Think You Have to do Something>

• Revealed: Why <Doing Something> Is So Important Today!

Be simple and clear

A headline is often your first and often only opportunity to make a strong impression on readers.

In order to maximize that impact, it's important to keep your headline simple and direct. A complicated or convoluted headline could confuse your readers and cause them to move on to something else. Instead, focus on creating a headline that clearly conveys the main point of your article clearly.

If you can capture the essence of your article in a handful of words, you’re more likely to entice readers to click through, and read on.

So, when you sit down to brainstorm headlines, remember: simplicity is key.

Here are some simple, clear headlines suggestions for getting your message across quickly:

• <Number> Experts on Why <Doing Something> is so Important

• Want to <Do Something>? Follow These <Number> Steps

2. Deciding on headline variations

The next step in the headline testing process is deciding on different headline variations.

For example, if you wanted to test whether shorter or longer headlines are more effective for driving conversions on a piece of content, you’d create two versions of the same article with headlines of different lengths.

You’ll need to settle on a thematic concept for your headline first, and then develop the variations that you'll test. This is where you come up with a number of headlines that you think will be effective, and then narrow the list down to the most promising candidates, taking into account factors such as your audience, your goals, and your resources.

For instance, if you're trying to reach a wide audience with your content, you'll want to test headline variations that are likely to appeal to multiple different segments of that audience. On the other hand, if you're trying to increase click-through rates, you may want to focus on testing headlines that are more likely to pique curiosity.

Regardless of the factors that you prioritize, the important thing is to select headlines that give you the best chance of achieving your desired outcome.

3. Testing the headlines

Once you've selected the headline variations you want to test, it's time to create your test and execute it.

As we discussed earlier, A/B testing is one of the most common and effective testing methodologies. In this instance, you’d create two versions of your headline and then send one to one group of testers, and the other to a different group. Here, your testers are drawn from incoming traffic to your website. 

Running an A/B test to find the best performing headlines

To set up an A/B test, Contentful has the tools you need. You can create two versions of your headline and then use Contentful Personalization to show each version to different visitors randomly:

• Original• Personalized

Analyzing results

After enough people have seen both versions of your headline, you can compare the results to see which performed better.

Once you've collected enough data, it's time to analyze the results.

There are a few different metrics you can use to gauge the effectiveness of headlines, but the most important is conversion rate. Conversion rate is a measure of how many people who saw your headline went on to read your article or take another desired action.

Other metrics you can use to evaluate headlines include click-through rate, time on page, and social shares. However, conversion rate typically carries the most weight because it tells you how effectively your headline is achieving your desired goal.

Once you've analyzed the results of your headline test, and identified the better-performing variation, you can implement that headline on your live website or blog.

Simply replace the old headline with the new one, and save your changes.

With that new headline implemented, you can sit back and (if your test has been effective) watch your conversion rate increase. 

Next steps: Take your conversion rates to the next level with A/B testing

Headline testing on your live site is a great way to improve your conversion rates — but it's not the only way.

As an alternative, you could post both versions of your headline on social media and see which one gets more engagement. It’s not going to be as authentic a reaction as your live-site A/B test, but you'll likely gather some useful feedback — albeit not as accurate or measurable as your controlled test with a tool like Ninetailed by Contentful. 

And remember: headlines aren’t the only content element that drives conversions on your site. If you want to take your conversion rate optimization efforts to the next level, you’ll need to expand your A/B testing plan to other content models within your site infrastructure, including calls to action, images, and even video assets.

By testing a wider range of content models, you’ll further optimize your website or blog to convert even more visitors into leads and customers. If you’re not sure where to start, why not check out our list of 26 A/B testing ideas to boost click-through and conversion rates? 

Ready to start A/B testing your website content and optimizing digital experience for your audience? We’ve got the tools you need to get started.

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