• Description

Redesign is a necessary part of having a news website. The process can be lengthy and costly and there's always some risk involved – will the audience engage with and like the redesigned look? The Center for Media Engagement wanted to test whether online experiments could help news organizations learn more about what their audience wants when going through a redesign.

The results show that an online experiment can pick up on many of the same signals as a full deployment of a site redesign. To the extent that these findings continue to replicate, doing an online experiment would provide news organizations with a relatively inexpensive way to test out redesigns before embarking on a full launch.