Adding numbers to the Most Popular posts listing

TheNextWeb
Advertising, News
Article
Focus
March 2016
15%
revenue
Control and variation

+15%

A
B
Control
Control A
Variation
Variation B
The Next Web is an influential tech blog focused on technology and startup news, business & culture. They are continuously optimizing their website.

Hypothesis

  Adding numbers to the top five list of the most popular blog post listing will increase the number of clicks on those posts. The numbers will trigger more interest and will make the posts more noticeable.

Results

This resulted in an increase:

  • Clicks on the posts increased with 15 percent – from 0.38 percent to 0.44 percent – with a significance of 99.8 percent and power of 99.3 percent.
  • Clicks on ‘Latest stories’ below the most popular stories also increased by 12 percent.

Learnings

People like lists and numbers. Somehow this is triggering interest at least for The Next Web.

Source: thenextweb.com
Company TheNextWeb
Website thenextweb.com
Market Advertising, News
Test data
Test element Symbols / Icons
Page Article
Conversion principle Focus
Result 15% revenue

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