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Posted by / 21-Aug-2017 03:14

Kerstin coined this approach, a “people first” strategy.Using Optimizely, she built several experiments to test it out.They have been testing with Optimizely since early 2012 to grow online readership.The Guardian uses A/B testing across many of its webpages and properties.She wondered if changing “Top matches” to “Newly joined members” would garner more engagement and increase click-throughs to individual profiles.

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.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.Kerstin wondered if the current landing page was confusing first time visitors.Using Optimizely, she tested the “people first” strategy on these landing pages, giving users more options and a wider variety of information.

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The variation landing page, which included search functionality, user testimonials, and related profiles, improved conversions by more than 46%._ 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.

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