Online dating guardian

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.Kerstin opted to start with one of Soulmates’ main entry points – landing pages visitors entered upon clicking through an ad on The Guardian’s website.The ad feature photos of various Soulmates users; when a visitor clicks on a photo, they are directed to a landing page displaying the user’s profile and a “Join today for free” call-to-action (CTA).The original navigation bar displayed six default tabs.Because a site visitor’s “Top matches” do not change frequently, Kerstin hypothesized that visitors thought the site looked stale and lifeless.

Rather than archive this as a failed test, however, Kerstin found the learnings to be just as valuable as those from the two prior experiments.According to Kerstin, agreeing on clear goals upfront helps remove the debate aspect when her team looks at test results and also influences ideas for future experiments.“Of the 14 tests we have run so far on Soulmates, seven have been successful, three have been negative, and four have been inconclusive, in that the differences did not generate big enough changes to reach statistical significance.Launched in 2004, Soulmates monetizes via paid monthly subscriptions that allow members to interact with other members.As a dating site, Soulmates’ primary goal is to convert visitors into paid subscribers.

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