{"id":116041,"date":"2018-06-26T07:41:05","date_gmt":"2018-06-26T07:41:05","guid":{"rendered":"https:\/\/staging.wingify.com\/blog\/headline-testing\/"},"modified":"2026-09-15T14:23:54","modified_gmt":"2026-09-15T08:53:54","slug":"headline-testing","status":"publish","type":"post","link":"https:\/\/wingify.com\/blog\/headline-testing\/","title":{"rendered":"How to Effectively A\/B Test your Content Headlines"},"content":{"rendered":"<p><strong>Breaking news:<\/strong> according to <a href=\"http:\/\/www.copyblogger.com\/magnetic-headlines\/\">CopyBlogger<\/a>, 80% of all readers never make it past the headline.<\/p>\n<p><strong>If you read this, you\u2019re among our happy 20% and you shall not be disappointed.<\/strong><\/p>\n<p>The truth is: it\u2019s a pretty serious issue for all publishers.<\/p>\n<p>Similarly, the <a href=\"https:\/\/www.washingtonpost.com\/news\/the-fix\/wp\/2014\/03\/19\/americans-read-headlines-and-not-much-else\/?utm_term=.67d892d80d5a\">Washington Post<\/a> reported that <strong>6 in 10 Americans acknowledge that they don\u2019t read past the headlines regarding any type of news.<\/strong><\/p>\n<p>So, should we just stop writing?<\/p>\n<p><strong>Obviously not.<\/strong><\/p>\n<p>In 2018, the written content is still one of the most consumed media (<em>in competition with videos<\/em>) and remains a powerful tool to:<\/p>\n<ul>\n<li>Build brand awareness<\/li>\n<li>Generate B2B Leads<\/li>\n<li>Report news<\/li>\n<li>Drive sales<\/li>\n<li>Grow your audience<\/li>\n<li>Rank on search engines<\/li>\n<\/ul>\n<p>Knowing that most readers won\u2019t spend more than 15 seconds reading an average article (source: <a href=\"https:\/\/blog.bufferapp.com\/55-visitors-read-articles-15-seconds-less-focus-attention-not-clicks\">Buffer<\/a>), <strong>crafting powerful and catchy headlines has never been more important<\/strong> to ensure that your audience will stick around for a while and that you don\u2019t produce content in vain.<\/p>\n<p><strong>But how do you make sure that your headlines really work?<\/strong><\/p>\n<p><strong>It\u2019s simple:<\/strong> you need to run some headline <a href=\"https:\/\/wingify.com\/resources\/ab-testing\/\">A\/B testing<\/a>.<\/p>\n<h2>What is headline testing?<\/h2>\n<div class=\"insert-light-blue-background\">\n<p><strong>Definition:<\/strong> headline testing consists of creating several title variations for the same article (<em>or online media piece<\/em>) in order to find out which one performs the best.<\/p>\n<\/div>\n<p>Based on your objectives, headline testing can be used to track several metrics such as:<\/p>\n<ul>\n<li>Number of shares<\/li>\n<li>Average Reading Time<\/li>\n<li><a href=\"https:\/\/wingify.com\/blog\/calculate-analyze-conversions\/\">Click-Through-Rate<\/a><\/li>\n<li><a href=\"https:\/\/wingify.com\/blog\/bounce-rate\/\">Bounce Rate<\/a><\/li>\n<li>Conversions<\/li>\n<\/ul>\n<h3>How to conduct headline testing<\/h3>\n<p>Headline testing requires you to define a title as the \u201ccontrol version\u201d in order to compare it with one or more variant.<\/p>\n<p>While choosing the number of variants, bear in mind that the more variants you wish to test, the larger sample you will need in order to obtain statistically relevant results.<\/p>\n<p>Once you\u2019ve chosen your variants, you will use an <a href=\"https:\/\/wingify.com\/web-experimentation\/\" target=\"_blank\" rel=\"noopener\">A\/B testing tool<\/a>\u00a0to run your tests and see which headline outperforms the others.<\/p>\n<p>Typically, an A\/B testing tool will send a percentage of your page\u2019s traffic to each variant until it identifies a winner.<\/p>\n<p>From there, the tool will allocate 100% of the traffic to the \u201cwinner\u201d in order to maximize your page\u2019s performance.<\/p>\n<p><strong>Sound good?<\/strong><\/p>\n<p><strong>Let\u2019s see how to come up with brilliant headline ideas that you will be able to A\/B test later on.<\/strong><\/p>\n<h2>How to brainstorm headline ideas<\/h2>\n<p>Headlines come in many forms depending on whether you\u2019re writing an article, <a href=\"https:\/\/wingify.com\/fr\/\">a landing page<\/a> or even a product description.<\/p>\n<p>Given this variety of headlines, we\u2019ll try to help you craft various headlines through general guidelines to meet your business objectives.<\/p>\n<figure id=\"attachment_17669\" aria-describedby=\"caption-attachment-17669\" style=\"width: 1117px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-17669 size-full\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/example-catchy-content-headlines.jpg\" alt=\"Catchy content headline to test\" width=\"1117\" height=\"274\" \/><figcaption id=\"caption-attachment-17669\" class=\"wp-caption-text\">Source: <a href=\"https:\/\/everydaybright.com\/2011\/05\/how-to-quit-your-job\/\">EveryDayBright<\/a><\/figcaption><\/figure>\n<h3>Include real data and numbers<\/h3>\n<p>Numbers act like candies for the brain: we just love to see them because they give us facts and figures to work on.<\/p>\n<figure style=\"width: 601px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/d2v4zi8pl64nxt.cloudfront.net\/5-data-insights-into-the-headlines-readers-click\/51cc938f8e7133.77243116.png\" alt=\"Overall Headline Preferences\" width=\"601\" height=\"404\" \/><figcaption class=\"wp-caption-text\">Source: <a href=\"https:\/\/www.conductor.com\/press-room\/5-data-insights-headlines-readers-click\/\">Conductor<\/a><\/figcaption><\/figure>\n<p>In 2013, <a href=\"https:\/\/www.conductor.com\/press-room\/5-data-insights-headlines-readers-click\/\">Conductor<\/a> came up with a study that showed the impact of adding numbers to your headlines: it appears that readers <em>do prefer<\/em> headlines that include numbers.<\/p>\n<h3>Craft a strong value proposition<\/h3>\n<p>Creating a value proposition for your readers means that you need to work on including <em>a real benefit<\/em> inside your headline.<\/p>\n<p><strong>Working on your value <\/strong><strong>proposition<\/strong> is the cornerstone of every headline creation process: it helps you address your core audience while promising something in exchange for their attention.<\/p>\n<p>Depending on the content you\u2019re working on, crafting your value proposition is a process that basically <strong>sells your content<\/strong>: it will determine whether or not your potential readers will click on your content.<\/p>\n<figure id=\"attachment_17670\" aria-describedby=\"caption-attachment-17670\" style=\"width: 597px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-17670\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/headline-testing.jpg\" alt=\"Headline testing\" width=\"597\" height=\"599\" \/><figcaption id=\"caption-attachment-17670\" class=\"wp-caption-text\">Source: <a href=\"https:\/\/goinswriter.com\/blog\/\">GoinsWriter<\/a><\/figcaption><\/figure>\n<p>Here are some formulations commonly used to <a href=\"https:\/\/wingify.com\/blog\/write-value-proposition\/\">craft a strong value proposition<\/a>:<\/p>\n<ul>\n<li>Recipes for success<\/li>\n<li>Expert opinions<\/li>\n<li>Special offers and discounts<\/li>\n<li>Tips and advice<\/li>\n<li>Guides, ebooks<\/li>\n<li>Facts, studies<\/li>\n<li>Ideas, strategies<\/li>\n<\/ul>\n<h3>Trigger your readers\u2019 curiosity<\/h3>\n<p>Capturing your readers\u2019 attention is no easy task given the average level of online competition that most publishers encounter.<\/p>\n<figure id=\"attachment_17671\" aria-describedby=\"caption-attachment-17671\" style=\"width: 717px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-17671 size-full\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/content-headline-raise-curiosity.png\" alt=\"Raise curiosity with your content headline\" width=\"717\" height=\"202\" \/><figcaption id=\"caption-attachment-17671\" class=\"wp-caption-text\">Source: <a href=\"https:\/\/smartblogger.com\/quit-your-job\/\">SmartBlogger<\/a><\/figcaption><\/figure>\n<p>In order to grab your visitors\u2019 attention from the beginning, <strong>try to avoid headlines that can easily be answered by \u201cYes\u201d or \u201cNo\u201d<\/strong>.<\/p>\n<p><em>\u201cYes and No\u201d headlines<\/em> are dangerous because they force your visitors to form an opinion about your question or your statement; which will eventually lead to a significant share of visitors choosing not to click.<\/p>\n<p><strong>Here\u2019s a list of formulations used to trigger curiosity:<\/strong><\/p>\n<ul>\n<li>\u201cHow to &#8230;\u201d<\/li>\n<li>\u201cThe 7 facts you didn\u2019t know about &#8230;\u201d<\/li>\n<li>\u201cHow [insert_name] managed to [action] in [days]\u201d<\/li>\n<li>\u201cThe Complete Guide to \u2026\u201d<\/li>\n<li>\u201cWhat every [target] should know about [subject]\u201d<\/li>\n<\/ul>\n<h3>Watch your competition<\/h3>\n<p>There\u2019s no secret for marketing success: practice makes perfect.<\/p>\n<p>Because most businesses typically have dozens of competitors, you should pay attention to your competitors\u2019 headline formulations.<\/p>\n<p>From there, try to identify general trends and success formulas that you could apply to your own content.<\/p>\n<figure id=\"attachment_17672\" aria-describedby=\"caption-attachment-17672\" style=\"width: 633px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-17672 size-full\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/content-headline-competitors.png\" alt=\"Watch headlines used by your competitors\" width=\"633\" height=\"553\" \/><figcaption id=\"caption-attachment-17672\" class=\"wp-caption-text\">Watch headlines used by your competitors<\/figcaption><\/figure>\n<p><strong>Ideas for effective headlines from the competition can be found in:<\/strong><\/p>\n<ul>\n<li>Newsletters<\/li>\n<li>Websites pages and <a href=\"https:\/\/wingify.com\/fr\/\">landing pages<\/a><\/li>\n<li>Product descriptions<\/li>\n<li>Ebooks<\/li>\n<li>SERPs (Search Engine Result Pages)<\/li>\n<\/ul>\n<h3>Keep them simple and clear<\/h3>\n<p>Online visitors and shoppers are over-exposed to marketing messages all day long.<\/p>\n<p>Knowing this, it can be clever to keep your headlines short, simple and clear in order to deliver straightforward information to your potential readers.<\/p>\n<p>Because marketers are always searching for new magic formulas, they sometimes come up with complex, tricky formulations that you should avoid.<\/p>\n<h2>Use a headline analyzer<\/h2>\n<p>Headlines <em>analyzers<\/em> are online tools that score your headlines based on a certain number of parameters.<\/p>\n<p>Typically, these tools will grade your headlines on a 100 scale in order to help you craft catchier, better headlines.<\/p>\n<p>They often measure the length and analyze your headline\u2019s structure to determine optimal word order, keyword use, and formulation.<\/p>\n<p><strong>Here are 2 free tools you can use to analyze your headlines:<\/strong><\/p>\n<ul>\n<li><a href=\"https:\/\/coschedule.com\/headline-analyzer\">CoSchedule<\/a><\/li>\n<li><a href=\"https:\/\/headlines.sharethrough.com\/\">ShareThrough<\/a><\/li>\n<\/ul>\n<figure id=\"attachment_17674\" aria-describedby=\"caption-attachment-17674\" style=\"width: 649px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-17674 size-full\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/headline-analyzer-example.png\" alt=\"https:\/\/coschedule.com\/headline-analyzer\" width=\"649\" height=\"643\" \/><figcaption id=\"caption-attachment-17674\" class=\"wp-caption-text\">Source: <a href=\"https:\/\/coschedule.com\/headline-analyzer\">CoSchedule<\/a><\/figcaption><\/figure>\n<p><strong>We\u2019ve analyzed our own headline<\/strong> to see what type of results we would get.<\/p>\n<p><strong>Key Takeaway:<\/strong> our headline \u201cHow to Effectively A\/B Test your Content Headlines\u201d scored a reassuring 72\/100 because it contains a power word \u201c<em>effectively<\/em>\u201d and an emotional element that triggers curiosity <em>\u201cHow to&#8230;\u201d<\/em>.<\/p>\n<p>The tool even identified our main keywords, which is a good starter for <strong>search engine optimization<\/strong>.<\/p>\n<h4>Run A\/B tests and compare results<\/h4>\n<figure id=\"attachment_17675\" aria-describedby=\"caption-attachment-17675\" style=\"width: 605px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-17675\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/impact-content-headlines-testing.png\" alt=\"Impact of Headline Testing on Pageviews\" width=\"605\" height=\"523\" \/><figcaption id=\"caption-attachment-17675\" class=\"wp-caption-text\">Impact of Headline Testing on Pageviews. Source: <a href=\"https:\/\/priceonomics.com\/\">Priceonomics.com<\/a><\/figcaption><\/figure>\n<p>As you know, headline testing can bring tremendous benefits to your key metrics such as page views, CTR and conversions.<\/p>\n<p>To prove this point, <strong>Priceonomics came with an analysis that showed a 33% improvement on pageviews<\/strong> following headline testing: a major improvement that could drastically improve the way visitors behave on your website.<\/p>\n<p>Now that you\u2019ve come across our best practices for headline creation, <strong>it\u2019s high time you start testing your own headlines variations<\/strong> to find out the most effective ones.<\/p>\n<p><strong>In order to do so, here\u2019s a little checklist you can follow:<\/strong><\/p>\n<ol>\n<li>Use our A\/B Testing tool to set up your experimental environment<\/li>\n<li>Our WYSIWYG editor makes it easy to test headlines<\/li>\n<li>Start brainstorming headline ideas and <a href=\"https:\/\/wingify.com\/blog\/formulate-ab-test-hypothesis\/\">formulate hypotheses<\/a><\/li>\n<li>Try to run some headline ideas through CoSchedule to measure your chances of success.<\/li>\n<li>Run your tests and collect results<\/li>\n<li>Measure your tests results and <a href=\"https:\/\/wingify.com\/blog\/key-performance-indicator\/\">track important KPIs<\/a> to monitor any change<\/li>\n<\/ol>\n<p>Did you like this article? Feel free to share and check out our other in-depth articles on how to <a href=\"https:\/\/wingify.com\/blog\/website-optimization\/\">optimize your website<\/a>, ecommerce and digital marketing.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Headline testing consists in creating several title variations for the same article in order to find out which one performs the best in terms of shares, average reading time, click-through rate, bounce rate&#8230;<\/p>\n","protected":false},"author":1435,"featured_media":115888,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"post_read_time":0,"footnotes":""},"categories":[10783],"tags":[10786],"feature":[],"industry-type":[],"product":[],"role":[],"region":[],"class_list":["post-116041","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ab-testing","tag-experimentation-fr"],"acf":[],"yoast_head":"<!-- This site is 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