Media/Publishing

How to Wisely A/B Test WordPress Headlines With Optimizely

Wordpress Headline A/B Testing

Love it or hate it, headline testing has proven to be a necessary tool for media sites to use in order to stay competitive in the quest for clicks. Testing every headline is a great way to increase clicks, engagements, and social shares and create a culture of testing and experimentation needed to survive in this fast-paced digital world.

In this post, we walk through how publishers running their sites on WordPress can experiment with headlines using the Optimizely A/B Testing Plugin for WordPress.

Qualitative Questions That Lead to Great A/B Tests

Unanswered Questions - Brainstorming Concept

You’ve asked everyone in your company. You’ve looked to your competitors. You talk about it with your friends at happy hour. You’re trying to come up with ideas for your next big A/B testing win. Pulling qualitative feedback is the next best place to look. If you’re not getting qualitative with your data to understand your visitors better, then you’re missing out on one of the biggest pieces of learning.

Upworthy’s Jaw-Dropping A/B Test (That Will Restore Your Faith In Recommended Content)

upworthy logo

Website optimization is a huge part of what has made Upworthy so successful. From day one, Co-founder Peter Koechley has focused on A/B testing to increase social shares and engagement around the site’s viral video content– testing headlines, content, and other modules to see what performs best. One recent test yielded surprising results (and a huge win).

The Ultimate Guide to Website Optimization for Media Companies [Ebook]


media-optimization

For media companies (or anyone with a digital business), getting past the reader’s (aka your) short attention span is a major challenge. By employing website optimization as a methodology, media companies have unparalleled opportunities to grow and engage their audience—and their bottom line.

Our Ultimate Guide to Website Optimization for Media Companies provides the most in-depth and thorough crash course that you’ll find.

The A/B Advantage [Infographic]


ab-advantage

This infographic is based on aggregate data from more than 4,600 experiments run with Optimizely. It shows the average conversion increase SaaS, media and online retail companies have seen on their websites. These numbers support the fact that companies who employ A/B testing as a methodology have an advantage over those who don’t.

How USA Today Can Increase Pageviews on Free Content with A/B Testing

usatoday

For media sites like USA Today that don’t require a paying subscription, the challenge is to find ways to make it as easy and compelling as possible to spend more time on the site because engagement (e.g. pageviews) is the key to driving higher revenue. Increased site engagement is the key to driving higher revenue through ad impressions.
There are a few key places publishers with free content, such as usatoday.com, can test to increase pageviews. Let’s dive in.

25 Ways A/B Testing Can Optimize The Wall Street Journal’s Paywall

wsj-logo

The Wall Street Journal is a well-known example of an online publisher who uses the pay-for-content approach—one of the business models publishers use today to drive revenue online. If you go to wsj.com and quickly scan the top half of the homepage, you’ll see that substantially more than half of their primary articles require a paid subscription to read (as indicated by the key symbol). Here are 25 ideas for A/B tests they can run across two pages to increase subscriptions.

Experiment Ideas for Publishers to Increase Online Subscriptions


paywall

While there is much discussion and data on how paywalls affect readers (e.g higher readership of free content sites like HuffPo and BuzzFeed), my concern is with the marketers at online publishers like The Wall Street Journal and The New York Times. How does the presence of a paywall affect a digital marketer?

Here’s how: page consumption. Paywalls can present a real barrier to pageviews—one of the most vital metrics for marketers at media sites.