Case Study Ringier – Testing headlines for more page impressions

Case Study Ringier – Testing headlines for more page impressions


Blick is the leading tabloid in Switzerland. We have print products, web products, mobile web products, and apps. We use Optimizely in essentially in two areas: One area is content testing, which helps us to find out which content works best for our users. The other area is usability testing. It has become evident that you can no longer drive journalism by gut feeling alone. Optimizely has confirmed time and again how important it is, for instance, to address users directly. But Optimizely has also challenged us: Are we really making the right headlines? We were sure we did – but our users showed us a different picture. Well, I personally think it’s awesome to see how both variations compete against each other. After all you do want to try out things and play around a bit. And when you can really see, okay this option now works better, or the other one, it’s cool to get a hunch or two confirmed. The aim with A/B testing really is to completely integrate it in our processes. In future we would like to provide our editors with a system which lets them capture content and test these options automatically without extra effort. We have realized that we don’t make progress anymore, that it is time to change our paradigm, that we can’t just do another website relaunch and then sit around and do nothing for two or three years, but that we really have to work on our products all the time. So far we have used Optimizely only for our website, but our main user traffic definitely comes from mobile. That means that it is absolutely vital for us to use Optimizely for mobile. Through continuous testing we can basically set a learning process in motion within our company. We understand our users better, get direct feedback about our products and are able to position ourselves better amongst our competitors. I think that in future there will no longer be any big sites which are successful without doing any A/B testing.

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