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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.

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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.

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.

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.Kerstin coined this approach, a “people first” strategy.Using Optimizely, she built several experiments to test it out.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.The variation landing page, which included search functionality, user testimonials, and related profiles, improved conversions by more than 46%.

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