Grow ups dating service

Kerstin wanted to learn what site changes would drive more visitors to subscribe to Soulmates’ dating services.She aimed to gather learnings through a combination of qualitative data from user research and quantitative data from A/B testing.The variation landing pages still showed the profile from the ad, but also displayed a few similar profiles of the same age range and gender.The variation pages also showed a sidebar with search functionality and customer testimonials.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 gave site visitors more options by showing the user’s profile, similar profiles, search functionality, and user testimonials.Additionally, the difference in profile click-throughs between the original page and the variation was so small that it never reached statistical significance.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.Additional user research around Kerstin’s “people first” hypothesis revealed that many site visitors craved more information on Soulmates’ homepage – which displayed photos and quirky taglines for several single men and women on the site.Kerstin pitted the original homepage carousel against one that replaced the quirky taglines with the age and location of each featured user.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.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.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.

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