- Test in high-traffic areas: Optimize the marquee areas on your site to make the best use of your time. It can be tempting to test every single headline, but time is limited, so make it count. Stick to the top of the homepage.
- Fix your underperformers: Chartbeat’s digital overlay will alert you in real time if one of your headlines isn’t performing as well as it should. That doesn’t mean the story is bad — it means you need a new headline. Perfect opportunity to test.
- Spend extra time on your high-value journalism: Getting readers to click on the mayhem stories — the bleeders, the burners, the scandals — is easy. Getting them to click on serious, investigative journalism is hard. The deeper stories need the right headline to accomplish their purpose of informing readers. We spend more time to produce these stories. Let’s give them some love after they’re published.
Once you’ve decided where to test, keep these six tips in mind to make the most out of every experiment you conduct:
- Always be testing: Since there’s no limit on how many experiments you can run at the same time with our Engaged Headline Testing tool, you always have the opportunity to learn from your audience’s behavior. Our research shows that the winning headline in a five variant experiment typically has more than a 50% higher CTR than the average headline, whereas you may only see a 23% benefit for a standard A/B test – so the more options you test, the better!
- Know which audience you’re testing: Homepage audiences are usually loyal, visit often, and know what to expect, whereas social visitors tend to be new and interested in the buzz of the moment, so it’s likely they’ll prefer different headlines.
- Don’t stop tests prematurely: It might be tempting to stop a test when one headline quickly takes the lead, but you’re likely to see cases where the tides shift halfway through the experiment and the initial success trails off.
- Don’t get discouraged by ties: It’s possible that two great headlines are attracting similar levels of engagement. If you’re frequently seeing similar results, it might be that the headlines you’re testing are too similar.
- Keep track of what works: We found that a lot of the common headline-writing tips, such as “Use terse, punchy headlines”; “Ask questions”; “Name drop.” showed little to no significant results in their ability to capture audience attention, but that that headlines with direct quotes are 14% more likely to win headline tests than average headlines – does this hold true for your audience?
- Don’t forget to follow through: That’s why we’ve made you this fun headline test tracking template to keep you more organized than the Container Store.