Dating site in liechtenstein
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.Launched in 2004, Soulmates monetizes via paid monthly subscriptions that allow members to interact with other members.
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.
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.
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.
Kerstin pitted the original homepage carousel against one that replaced the quirky taglines with the age and location of each featured user.