how top publishers are putting headline testing to work
TRANSCRIPT
How Top Publishers are Putting Headline Testing to Work
Check out the full webinar recording and recap here
HOW TOP PUBLISHERS ARE PUTTING HEADLINE TESTING TO WORK
JOSEPH MERKEL Assistant Front Page Manager
Bleacher Report @Joseph_Merkel
TRAVIS HUNTER Front Page Manager Bleacher Report
DOUG BERNSTEIN Sr. Director of Programming & Analytics
Bleacher Report
ALLY TUBIS Head of Digital Analytics & Insights
Rodale
ADAM CLARKSON Product Lead, Chartbeat Publishing
Chartbeat @adamJClarkson
Meet Engaged Headline Testing
HOW TOP PUBLISHERS ARE PUTTING HEADLINE TESTING TO WORK
Meet Engaged Headline Testing
HOW TOP PUBLISHERS ARE PUTTING HEADLINE TESTING TO WORK
Bleacher Report Headline Experiments
Number of Variants per Experiment
Headlines Tests Percentage of Experiments
2 152 44.8%
3 106 31.3%
4 57 16.8%
5 21 6.2%
6+ 3 <1%
Total number of Headline Experiments: 339
SUMMARY DATA, MARCH TO JULY 2015
HOW TOP PUBLISHERS ARE PUTTING HEADLINE TESTING TO WORK
Bleacher Report Headline Experiments
SUMMARY DATA, MARCH TO JULY 2015
Time to Completion
Headlines Minutes
2 20.4
3 21
4 23
5 22
HOW TOP PUBLISHERS ARE PUTTING HEADLINE TESTING TO WORK
Bleacher Report Headline Experiments
Average CTR of Headlines Tested
Variant CTR
A 2.95%
B 2.97%
C 3.13%
D 3.42%
E 2.65%
F 3.74%
G 2.31%
H 2.31%
I 2.09%
Total 2.84%
SUMMARY DATA, MARCH TO JULY 2015
HOW TOP PUBLISHERS ARE PUTTING HEADLINE TESTING TO WORK
Bleacher Report Headline Experiments
Lift Calculation
No Lift Over A 0-25% 25-50% 50-75% 75-100% 100+%
Number of Tests 134 105 44 27 15 13
Percent of Tests 0.40 0.31 0.13 0.08 0.04 0.04
SUMMARY DATA, MARCH TO JULY 2015
Average Lift per Experiment: In instances where headlines other than A won, we observed a 21% increase in CTR on average.
HOW TOP PUBLISHERS ARE PUTTING HEADLINE TESTING TO WORK
Thank you!
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