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“ Headlines have to work on their own, unlike in print. What’s the proposition you want to say to the reader to earn his/her click?”
—Gabriel Snyder, Editor-in-Chief, The New Republic
Headline Testing Basics
Evaluating 2+ headline options
Comparing performance when it comes to a key metric
Headline Testing Basics
Seeking for significant results – not small variations
Selecting a testing environment that represents broader engagement
Our Approach to Testing
Using Facebook paid advertising
Confirmed that Facebook is indicative of our broader audience
Our Approach to Testing
Setting up a distinct ad campaign, ad set, and ad for each headline option
Launching each headline option at the same time, to the same audience, with the same budget
Our Approach to Testing
Allowing test to run for at least 3 hours and at least 10,000 impressions
Lowest CPC headline or one with greatest clicks is winning option
Hypothesis: Clarity Wins Over Poetry
A B48 Shares787 Clicks
115 Shares1184 Clicks
Winner: 50% more clicks
Hypothesis: Decisiveness Drives Clicks
A B80 shares656 Clicks
16 Shares460 Clicks
Winner: 42% more clicks
Hypothesis: Extra Words Don’t Help
A B64 Shares
1117 Clicks27 Shares862 Clicks
Winner: 29% more clicks
Hypothesis: Logical Syntax is Key
A B26 Shares697 Clicks
27 Shares946 Clicks
Winner: 35% more clicks