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How Top Publishers are Putting Headline Testing to Work

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How Top Publishers are Putting Headline Testing to Work Check out the full webinar recording and recap here


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ALLY TUBIS ADAM CLARKSON Head of Digital Analytics & Insights Product Lead, Chartbeat Publishing Rodale Chartbeat @adamJClarkson JOSEPH MERKEL DOUG BERNSTEIN TRAVIS HUNTER Assistant Front Page Manager Sr. Director of Programming & Analytics Front Page Manager Bleacher Report Bleacher Report Bleacher Report @Joseph_Merkel HOW TOP PUBLISHERS ARE PUTTING HEADLINE TESTING TO WORK


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Meet Engaged Headline Testing HOW TOP PUBLISHERS ARE PUTTING HEADLINE TESTING TO WORK


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Meet Engaged Headline Testing HOW TOP PUBLISHERS ARE PUTTING HEADLINE TESTING TO WORK


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Bleacher Report Headline Experiments SUMMARY DATA, MARCH TO JULY 2015 Total number of Headline Experiments: 339 Number of Variants per Experiment Percentage of Experiments Headlines Tests 2 152 44.8% 3 106 31.3% 4 57 16.8% 5 21 6.2% 6+ 3 <1% HOW TOP PUBLISHERS ARE PUTTING HEADLINE TESTING TO WORK


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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


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Bleacher Report Headline Experiments SUMMARY DATA, MARCH TO JULY 2015 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% HOW TOP PUBLISHERS ARE PUTTING HEADLINE TESTING TO WORK


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Bleacher Report Headline Experiments SUMMARY DATA, MARCH TO JULY 2015 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 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


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Thank you! Questions? Want to learn more about Engaged Headline Testing? Get in touch. productoutreach@chartbeat.com


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