Guardian online dating soulmates
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.
The original navigation bar displayed six default tabs.After running the test for just a few days, Soulmates saw a staggering 137% increase in click-throughs from the “Newly joined members” variation.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.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.
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The variation landing page, which included search functionality, user testimonials, and related profiles, improved conversions by more than 46%.