Paul Olyslager is a UX designer from Belgium with a focus on data driven design. He wanted to test the impact of changing the heading of his blog list.
Hypothesis
Changing the headline from ‘TRENDING STORIES’ to ‘POPULAR ARTICLES’ will increase the number of clicks on the articles.
Results
Paul tested 4 different headlines compared to the control ‘TRENDING STORIES’.
The winning headline was POPULAR ARTICLES
| POPULAR ARTICLES |
+110% |
| MOST POPULAR STORIES |
+5.5% |
| MOST POPULAR ARTICLES |
-28% |
| POPULAR THIS MONTH |
-11% |
Learnings
Article may be a more interesting term for Paul’s audience then story.
But this type of result is difficult to explain and generalize. Why would someone click on one of the ‘POPULAR ARTICLES’ and not on one of the ‘MOST POPULAR ARTICLES’?
Test details
| Test element |
Copy
|
| Page type |
All |
| Test date |
December 2012 |
| Tested by |
Paul Olyslager |
Website information
