Nick Hagar
Nick Hagar
@NorthwesternU PhD candidate researching collective attention and digital media. @MedillSchool grad.Source
Evanston, IL
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How A/B testing can (and can’t) improve your headline writing

How A/B testing can (and can’t) improve your headline writing

“We found, surprisingly, that no single feature of a headline’s writing style makes much of a difference in forecasting success.” What makes a good headline? Over-the-top superlatives? Clever wordplay? Eye-popping numbers? Newsrooms grapple with this question on a daily basis. Headline writing is an art, a careful balance of both creatively informing the reader and also piquing their curiosity enough to click. But over the last few years headline writing has gotten a lot more analytical, relying on powerful data-driven techniques such as headline A/B testing. Headline A/B testing lets a...

Oct 22
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