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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.Kerstin pitted the original homepage carousel against one that replaced the quirky taglines with the age and location of each featured user.
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.
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 wondered if the current landing page was confusing first time visitors.
Using Optimizely, she tested the “people first” strategy on these landing pages, giving users more options and a wider variety of information.
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.