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“This is one of the reasons website testing has become an important discipline for us, in an effort to make the website better.” the Guardian homepage they are taken to a landing page profile for the person pictured in the ad.” src=”https://blog.optimizely.com/wp-content/uploads/2013/10/Soulmates-ad1.png” width=”273″ height=”312″ / Launched in 2004, Soulmates monetizes via paid monthly subscriptions.

When Kerstin started hypothesizing ways to increase registrations to the site, she saw that part of the puzzle was already solved—traffic.

The ads on the theguardian.com/uk that generate the majority of traffic to the site were performing well in click-throughs, but the landing page the ad linked to was way under performing on conversions.

Kerstin’s task was to optimize the landing page to turn more visits into registrations.

Online mating virtual the, dating; sites post datting or subscriptions meeting.

Whenever possible, product managers at The Guardian make decisions about functionality and design on news pages and other web properties with A/B tests.

“Of the 14 tests we have run so far on Soulmates, seven have been successful, three have been negative, and four have been inconclusive,” Kerstin says.

Kerstin hypothesized that the landing page was confusing and too limited for first time visitors because it showed them just one profile (the profile of the person featured in the ad) with a call to action to “Join now for free” to see the full profile.

It didn’t have any context on what Soulmates is about or options to search for other singles if they didn’t like the profile they saw.

Instead, it tried to engage users by giving them many more options to find singles in addition to the one from the ad.

She added a search bar, headshots of other singles you might be interested in, a headline explaining what Soulmates is, and quotes from other couples who met on Soulmates.

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