Changing the list name in the sidebar from ‘Trending stories’ to ‘Popular Articles’

Paul Olyslager
Media
All
Motivation, Social proof
December 2012
+110%
clicks
 AB TestControl and variation

+110%

A
B
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’?
Tested by:
Paul Olyslager
Source: www.paulolyslager.com
Company Paul Olyslager
Website www.paulolyslager.com
Market Media
Language English
Test data
Test element Copy
Page All
Conversion principle Motivation, Social proof
Result +110% clicks

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