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With more than 6 million weekly readers, The Guardian is the third most popular newspaper globally.
The paper’s strength lies in its strong “digital-first” approach and data-driven culture.
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.
Because a site visitor’s “Top matches” do not change frequently, Kerstin hypothesized that visitors thought the site looked stale and lifeless.
She wondered if changing “Top matches” to “Newly joined members” would garner more engagement and increase click-throughs to individual profiles.
Kerstin wondered if the current landing page was confusing first time visitors.
She aimed to gather learnings through a combination of qualitative data from user research and quantitative data from A/B testing.Product managers like Kerstin Exner are encouraged to run A/B tests whenever possible, as long as a strong business case can be made for each experiment.One property The Guardian optimizes frequently is its dating site, Soulmates.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.
The negative and insignificant results helped her plan for future tests by honing in on new ways to increase conversions.
Kerstin pitted the original homepage carousel against one that replaced the quirky taglines with the age and location of each featured user.