Problem vs Solution Headline Framing A/B Test Example

Primary action completion rate

Compare completion of the same predefined action under the two headline approaches.

• Bounce rateMake sure a framing mismatch does not drive visitors away.
• Scroll depthTrack continued browsing; scrolling is not proof that visitors read the content.
• Time on pageRead time alongside completion; a longer visit is not automatically better.
• Qualified lead rateMake sure the share of leads that meet the target profile does not fall.

• FramingCompare problem-focused and solution-focused headlines for the same offer.
• Keep constantKeep subheading, hero image, CTA and supporting copy unchanged.
• Traffic contextReview existing source or audience segments instead of inferring awareness from the outcome.
• DisplayKeep both headlines readable across devices.
• Separate testChanging problem-solution framing in both headline and subheading is a separate approach.

1. 1Do not change the headline and hero image together.
2. 2Do not exaggerate the problem or use fear-based framing.
3. 3Do not claim the product solves a problem it does not address.
4. 4Do not generalize results from one traffic source to all sources.
5. 5Keep the headline consistent with the ad copy; message mismatch can introduce a separate loss.