Editorial Testing Helps Ringier Find Best-Performing Headlines and Teaser Images
Testing with Optimizely helped increase click-through-rate to articles by 20% and page impressions by almost 5%
The Swiss Ringier Group, which produces over 120 newspapers and magazines, runs several radio and TV stations and well over 80 web and mobile platforms in 14 countries, has ventured into uncharted territory: Editorial A/B testing.
Testing at Ringier allows the media organization to build a data-driven testing muscle. For one month, a team of editors, product managers and web analysts started three article experiments every day with Optimizely and tested several teaser images, headlines and sub-headlines against each other. The results were an average increase in CTR of almost 20% and almost 5% more page impressions per visitor.
Average increase in click-through rate
More page impressions per visitor.
Learn more about how Ringier is affecting business results and building a data-driven culture:
The goal with A/B testing is to completely integrate it into our processes so that editors are able to test without any additional effort. I think soon there won't be any big sites that can be successful without A/B testing.Martin Fessler
Head of Digital at Blick-Gruppe