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27-Jun-2017 18:42

The variation homepage carousel replaced the quirky taglines with the age and location of each featured user. After running the test for just a few days, she found the primary conversion goal of site subscriptions actually decreased with the new variation.

Additionally, the difference in profile click-throughs between the original page and the variation was so small that it never reached statistical significance.

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.

The original navigation bar displayed six default tabs.

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The variation gave site visitors more options by showing the user’s profile, similar profiles, search functionality, and user testimonials.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.Kerstin pitted the original homepage carousel against one that replaced the quirky taglines with the age and location of each featured user.