How A/B testing can (and can’t) improve your headline writing

What makes a good headline? Over-the-top superlatives? Clever wordplay? Eye-popping numbers?

Newsrooms grapple with this question on a daily basis. Headline writing is an art, a careful balance of both creatively informing the reader and also piquing their curiosity enough to click. But over the last few years headline writing has gotten a lot more analytical, relying on powerful data-driven techniques such as headline A/B testing.

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