What Can The New York Times Teach Us About Writing Compelling Headlines?

Times Insider recently published the results of an experiment they conducted on The New York Times website. Mark Bulik, a senior editor, worked with the web team to simultaneously display two different headlines for the same article on New York Times home page. (To limit variables, only one article received this treatment, and the experiment was only conducted on the home page.)

We’ve learned a number of lessons from months of testing, but the most important one is pretty obvious — clear, powerful words and a conversational tone make a big difference.

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