# Problem vs Solution Headline Framing A/B Test Example

Page: https://alidemirbas.com.tr/en/lab/ab-test-library/tests/problem-vs-solution-headline-framing-ab-test-example

## Hypothesis

For visitors who know the problem but not the solution, a headline that names the problem may help them recognize their own need; for visitors already looking for a solution, a headline that describes it may make the offer clear faster. Which one brings the higher primary action completion rate may depend on which group the traffic is closer to.

## When to run this test

Plan this test when the homepage headline does not seem to match why visitors arrive, such as a high bounce rate from certain traffic sources, survey answers from visitors who did not understand the offer, or search terms that mix descriptions of the problem with searches for the product by name. Expect the framing that fits visitors' awareness to bring more completed actions without lowering the qualified lead rate. If the problem is the offer itself, a headline test will not fix it. Write both headlines to match the ad copy, without inflating the problem into fear and without promising to solve something the product does not address.

## Primary metric

**Primary action completion rate**: Compare completion of the same predefined action under the two headline approaches.

## Other metrics

- **Bounce rate**: Make sure a framing mismatch does not drive visitors away.
- **Scroll depth**: Track continued browsing; scrolling is not proof that visitors read the content.
- **Time on page**: Read time alongside completion; a longer visit is not automatically better.
- **Qualified lead rate**: Make sure the share of leads that meet the target profile does not fall.

## What to check before and during the test

- **Framing**: Compare problem-focused and solution-focused headlines for the same offer.
- **Keep constant**: Keep subheading, hero image, CTA and supporting copy unchanged.
- **Traffic context**: Review existing source or audience segments instead of inferring awareness from the outcome.
- **Display**: Keep both headlines readable across devices.
- **Separate test**: Changing problem-solution framing in both headline and subheading is a separate approach.

## What to watch when reading the result

- Pick the winning headline by primary action completion rate; longer time on page or deeper scrolling does not show that a headline was better understood. If one headline brings more actions but a lower qualified lead rate, that result is not enough to ship it.
- This offer, these two headlines and the traffic mix in the test bound the finding. Read source and audience segments separately, and test again in that source before carrying a difference seen in one traffic source over to other sources or to traffic arriving from different ad messages.
- If the overall difference is small, the two framings may be offsetting each other across segments. Decide which segments you will read before launch and work out the visitors each one needs with the [sample size calculator](https://alidemirbas.com.tr/en/calculators/sample-size-calculator); treat a segment difference found afterward as a lead, not a conclusion.

## Frequently Asked Questions

### How does visitor awareness affect problem-led versus solution-led headlines?

Someone aware of the problem but unfamiliar with solutions may respond differently from an experienced buyer. Use existing audience information rather than inferring awareness from variant behavior.

### Does longer time on page identify the better headline?

No. Use completed main actions as the primary outcome. Time and scrolling are diagnostic and do not establish reading or understanding.

### What should a problem-led headline avoid?

Do not exaggerate fear or promise a solution the product cannot provide. Preserve alignment with the ad and monitor lead qualification against the predefined limit.