June 14, 2016

Which Headlines Attract Most Readers?


The Times has started using a tool that allows writers to simultaneously present two different headlines for the same article on its home page. Half of readers on the page see one headline; half see the other. The test measures the difference in readers clicking on the article and, if the numbers are statistically significant, the winning headline goes on the home page for all readers.

Two headlines are better than one.

Topics: Research and Insights, Content Marketing, Vertical - Entertainment and Media, Content Strategy, Consumer Insights