Fig 1.
Example of a headline variation experiment pair and derived features.
The a variant (top) had a higher clickthrough rate (12.3%) than the b variant (bottom; 5.5%). The a variant contains a definite and an indefinite article, a negative emotion word, and a third-person singular pronoun, whereas the b variant contains a positive emotion word, a third-person singular pronoun, and a second-person pronoun. Character count and Flesch reading-ease score are also shown.
Table 1.
Design table.
Table 2.
Hypothesis word dictionaries.
Table 3.
Linguistic variables and the frequency in which they are manipulated among the comparison pairs.
Fig 2.
Main regression analysis on the Upworthy Archive Exploratory Dataset.
Error bars show 95% confidence intervals on the logistic regression coefficients.
Table 4.
Main analysis regression with Exploratory Dataset.
Logit regression analysis for pilot data.