Title: Product update: May 15, 2025
Author: staff
Published: May 15, 2025
Last modified: September 17, 2025

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#  Product update: May 15, 2025

### Headline Testing & Optimization Beta

The beta release of Parse.ly’s Headline Testing & Optimization brings MAB (Multi
Armed Bandit) experimentation directly into your content analytics workflow, letting
you test multiple headline variants in one place, measure their real-time performance,
and automatically allocate traffic to the winners, all without leaving the Parse.
ly Dashboard.

![](https://lh7-rt.googleusercontent.com/docsz/AD_4nXdSuh8f0E8GOfaMUb6897-bA6jrs3HdepMWMWrwFrzQ-
VHk5BR675SWbxDKXNvIQCUOuAKipYBaq8A4xeM82tDsovcHybOb4P1mrJQXtMvST8h40LW0KBjg4u7TaWL8pNJsb7AdtA?
key=fFjCNwOTpso_2SykSkXdZY_e)

#### Key Features in Beta

 * **Create Tests Right in Parse.ly:** Launch experiments with up to ten headline
   variants directly from your dashboard.
 * **Get Instant Results:** See impressions, clicks, and engagement metrics update
   live, optimized directly in your analytics.
 * **Smarter Optimization:** Unlike traditional A/B tests, our system shifts more
   traffic to better-performing headlines automatically while still collecting data
   across all variants.

Last updated: September 17, 2025