Kerstin pitted the original homepage carousel against one that replaced the quirky taglines with the age and location of each featured user.
The original homepage carousel displayed photos and quirky taglines for several single men and women on the site.
Setting a hypothesis before building each test makes executing and interpreting experiment results much easier.
According to Kerstin, agreeing on clear goals upfront helps remove the debate aspect when her team looks at test results and also influences ideas for future experiments.
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.
As a dating site, Soulmates’ primary goal is to convert visitors into paid subscribers.They have been testing with Optimizely since early 2012 to grow online readership.The Guardian uses A/B testing across many of its webpages and properties.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.