Case Study: Ringier achieves 20% higher click-through rate and nearly 5% more page impressions with Optimizely

Editorial Testing Helps Ringier Find Best-Performing Headlines and Teaser Images

Swiss media company Ringier — publisher of 120+ newspapers and magazines and operator of dozens of web and mobile platforms across 14 countries — wanted to build a data-driven approach to editorial decisions and boost audience engagement. To do that it set out to integrate A/B testing into editorial workflows and test how headlines, sub-headlines and teaser images affected reader behavior.

Using Optimizely, teams of editors, product managers and web analysts ran three article experiments per day for a month, testing different headlines and teaser images. The initiative lifted article click-through rate by about 20% and increased page impressions per visitor by nearly 5%, helping embed testing into daily editorial processes.

Ringier

Martin Fessler

Head of Digital, Blick-Gruppe