Case Study: Trinity Mirror doubles page views and streamlines product roadmap with Optimizely

One of the UK’s largest media companies uses Optimizely to streamline ‭‬their product roadmap, seeing a 100% uplift in page views

Trinity Mirror, one of the UK’s largest media groups with dozens of national and regional titles and millions of monthly digital users, faced the challenge of focusing limited design and development resources on changes that truly move the business. The Head of UX needed to move the organisation away from a “shotgun” approach of guessing at improvements toward a disciplined, measurable way to prioritise work.

By adopting Optimizely for multivariate testing, the team ran rapid experiments—one test that layered articles over section pages delivered a 100% uplift in section page views and a 60% uplift in article views—allowing them to reprioritise the product roadmap. The program also shifted the company to a more agile, data-driven process for ad and UX changes, saving development time, improving decision-making, and delivering measurable gains in engagement and topline performance.

Trinity Mirror

Grant Maskell

Head of User Experience, Trinity Mirror Group PLC