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    Dating site landing pages

    Once Kerstin realized there was a statistically significant winner, she used Optimizely’s traffic allocation feature to push 100% of site traffic to the winning variation while the engineering team built the changes into the site’s code.

    After the success of Soulmate’s first test using the “people first” strategy, Kerstin decided to run a second test on the site’s navigation bar.

    They drive a majority of their traffic directly from ads placed on The Guardian’s news pages.

    But while Kerstin found these ads performed well in terms of overall click-throughs, she noticed that the majority of these visitors were not converting into subscribers.

    Working closely with the UX team, Kerstin frequently employs user research to shape her A/B testing hypotheses.

    Based on insights gleaned from research, Kerstin hypothesized that showing more information upfront, like a wider variety of profiles and more facts about existing users, would increase subscriptions.

    As a dating site, Soulmates’ primary goal is to convert visitors into paid subscribers.

    Product managers like Kerstin Exner are encouraged to run A/B tests whenever possible, as long as a strong business case can be made for each experiment.

    One property The Guardian optimizes frequently is its dating site, Soulmates.

    She wondered if changing “Top matches” to “Newly joined members” would garner more engagement and increase click-throughs to individual profiles.

    Soulmates saw a staggering 137% increase in click-throughs from the “Newly joined members” variation.

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