The challenge was to investigate the impact of emojis in page titles on organic traffic. Although there is debate within the SEO community about the use of emojis, we saw an opportunity to test their effectiveness for a large online beverage retailer.

We set up a targeted A/B test with SplitSignal, adding cocktail emojis to the page titles of 486 selected recipe pages. By using a control group and advanced measurements, we were able to accurately measure the direct effect on organic traffic. This approach allowed us to determine whether the use of emojis in page titles actually increased visibility and click-through rates in search results. The results of this test provided us with valuable insights into the use of visual elements within SEO strategies and their impact on user interaction and website performance.

The test involved a change in the page title of 486 selected recipe pages, where we added a cocktail emoji to the title, just before the brand name. The test, conducted with SplitSignal, lasted 21 days and showed a remarkable 11.3% increase in organic traffic. From the first week, the variant group outperformed the predicted control group, demonstrating the success of the test. By filtering out external influences, such as seasonal search demand, we were able to accurately measure the actual impact of the change.