Soulmate online dating site
Working closely with the UX team, Kerstin frequently employs user research to shape her A/B testing hypotheses.
Using Optimizely, she built several experiments to test it out.
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.
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.
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.
Search for soulmate online dating site:
The negative and insignificant results helped her plan for future tests by honing in on new ways to increase conversions.