Additionally, the difference in profile click-throughs between the original page and the variation was so small that it never reached statistical significance.
The paper’s strength lies in its strong “digital-first” approach and data-driven culture.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.The original navigation bar displayed six default tabs.Because a site visitor’s “Top matches” do not change frequently, Kerstin hypothesized that visitors thought the site looked stale and lifeless.
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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.The variation pages also showed a sidebar with search functionality and customer testimonials.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.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.Working closely with the UX team, Kerstin frequently employs user research to shape her A/B testing hypotheses.
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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.
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.
She wondered if changing “Top matches” to “Newly joined members” would garner more engagement and increase click-throughs to individual profiles.
Soulmates saw a staggering 137% increase in click-throughs from the “Newly joined members” variation.