Getting Readers to Click "One More Article"
Condé Nast
A redesigned recirculation module lifted click-through rate by up to 15% — then rolled out across every Condé Nast brand.
My role: Lead Product Designer
Team: Product manager, Product designer (me), Data analyst, Developers
Timeline: 2019
The Goal
Time-on-site drives an editorial product’s business. We set out to redesign the “you may also like” recirculation module to keep readers reading longer.
Goals
- Increase time spent on site
- Increase the amount of content each user reads
Success Metrics
- CTR on the recirculation module
- Page views per session (engagement)
- Page views per month (content consumption)
- Bounce rate
Research and Discovery
With a data analyst and product manager, I analyzed click-rate data across Condé Nast brands to find top-performing recirculation patterns, and researched industry best practices.
Hypothesis and Prototyping
Based on our research, we developed five design directions. I built prototypes for each, with variations tailored to different brand voices and layouts.
A/B Testing
We chose one direction to test with the Teen Vogue audience: a bottom riser recirculation module, shown to 50% of visitors over two weeks.
Results
- CTR increased +7% on desktop, +15% on mobile
- 3.6% of mobile visitors and 2.2% of desktop visitors clicked the riser
- Based on these results, the module was rolled out across other Condé Nast brand sites