I've been wondering about the "experts say" part of a headline like this. Qualified people lending their opinion is an important piece of information to the context of the article, absolutely, but it also seems exclusive. It's not the opinion of the editorial board of The Guardian, however I also know for a fact that other "experts" would vehemently disagree. Would qualifying this as "some experts say" erode the conf…
The underlying reason for the higher CTR is that most readers want to engage with articles that are more certain than less and their inability to fill in the unstated uncertainty gets exploited.