Case Study: SLT

Using the SLTrib.com as a Case Study for A/B Testing

Overview

SLTrib.com is serving as a case study for implementing A/B testing directly within a newsroom environment. Our goal is to assess how different design and content strategies impact user engagement. By segmenting users into control and experiment groups, we can measure the effectiveness of changes to our website.

User Segmentation

We are segmenting users using a client-side approach that ensures a consistent experience across visits. Our method assigns each user to either a "control" or "experiment" group based on their browser cookies and a randomization function. This segmentation allows us to test variations in design, layout, and content delivery.

Key Metrics for Analysis

After implementing A/B tests, we will track and analyze the following metrics:

• Clicks: How users interact with elements such as headlines, buttons, and links.

• Newsletter Subscriptions: Whether the experiment group results in more newsletter sign-ups.

• Donations: The impact of content changes on reader contributions.

Implementing Your Own A/B Testing with JavaScript

Below is a generic implementation of our segmentation logic that newsrooms can copy and modify for their own testing needs and code stacks. This script assigns users to either a control or experiment group and caches their assignment to ensure a consistent experience. Feel free to take this to your developer or engineer on your team so they better understand what you are trying to achieve.

function getUserSegment() {
  const SEGMENT_KEY = "user_ab_segment";
  const existingSegment = localStorage.getItem(SEGMENT_KEY);
  if (existingSegment) return existingSegment;

  try {
    const bucket = Math.random() < 0.5 ? "control" : "experiment";
    localStorage.setItem(SEGMENT_KEY, bucket);
    return bucket;
  } catch (error) {
    console.error("Error assigning A/B test segment:", error);
  }

  return "control"; // Default to control group if an error occurs.
}

/**
 * Function to dynamically display content based on A/B test segment.
 *
 * @param {string} controlContent - The content for the control group.
 * @param {string} experimentContent - The content for the experiment group.
 *
 * @returns {string} The appropriate content based on the user's segment.
 */
function renderABTestContent(controlContent, experimentContent) {
  const segment = getUserSegment();
  return segment === "control" ? controlContent : experimentContent;
}

// Example usage:
const controlMessage = "Welcome to the original experience!";
const experimentMessage = "Welcome to the new experience!";

document.getElementById("ab-test-container").innerText = renderABTestContent(
  controlMessage,
  experimentMessage
);

How to Use This Code

This JavaScript function allows you to assign users to a control or experiment group and display different content based on their assignment.

1. User Assignment

• The getUserSegment function checks if a user has already been assigned a segment (control or experiment) stored in localStorage.

• If not, it randomly assigns them and stores the result for consistency across sessions.

2. Content Display

• The renderABTestContent function takes two content options: one for the control group and another for the experiment group.

• It returns the appropriate content based on the user's segment.

Implementation Example

1. Add an element in your HTML where the A/B tested content will appear:

<div id="ab-test-container"></div>

1. Include the Javascript file or place the script in your page.

2. Call the function to update the content dynamically:

const controlMessage = "Welcome to the original experience!";
const experimentMessage = "Welcome to the new experience!";

document.getElementById("ab-test-container").innerText = renderABTestContent(controlMessage, experimentMessage);

1. Each user will consistently see the same version of the content based on their assigned group.

Homepage A/B Test Findings for the Newsroom

These findings come from several months of testing donation language, newsletter signup formats, and article recirculation modules. The goal: understand what actually resonates with readers and what encourages them to take action. The patterns below can help guide article page decisions in a way that supports both audience habits and newsroom goals. And remember, this is what worked for our audience and perhaps your audience resonates with something different so it is always important to test.

Donation Language

Short, direct donation asks perform better than longer, more detailed messages. Readers responded best when the request is straightforward and easy to act on. Longer donation pitches tend to slow people down before they ever get to the button.

What this means for our newsroom

• Keep donation language tight and focused.

• Use clear, action-forward phrasing — the simpler the better.

• Perhaps save longer storytelling or context for later in the donation funnel, not on first contact.

Newsletter Signups

In-article newsletter forms consistently capture more signups than links that send readers to a separate page. When readers are already engaged with a story, that’s the moment they’re most likely to sign up. Moving them to another page adds friction and reduces conversions.

What this means for our newsroom

• Whenever possible, rely on embedded signup forms inside stories.

• Highlight newsletters that tie directly into the section or topic the reader is already invested in.

• Use out-page signup links sparingly — they work, but at a much lower rate.

Recirculation: “Most Viewed” vs. “Most Engaging”

Readers overwhelmingly click on “Most Viewed” content. Popularity signals remain a strong motivator. At the same time, “Most Engaging” content attracts a smaller but more loyal group of readers.

What this means for the newsroom

• Prioritize “Most Viewed” as a central recirculation tool on the article page.

• Use “Most Engaging” modules to surface deeper or more thoughtful pieces, but not as the primary driver of clicks.

Key Takeaways for Homepage Editors

• Brevity works. Short donation asks and concise CTAs perform best.

• Reduce friction. Keep user actions on the page whenever possible.

• Use secondary modules strategically. Engagement-based content is valuable, but it’s not the main traffic engine.