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Kerstin wanted to learn what site changes would drive more visitors to subscribe to Soulmates’ dating services.She aimed to gather learnings through a combination of qualitative data from user research and quantitative data from A/B testing.Working closely with the UX team, Kerstin frequently employs user research to shape her A/B testing hypotheses.

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.

“Of the 14 tests we have run so far on Soulmates, seven have been successful, three have been negative, and four have been inconclusive, in that the differences did not generate big enough changes to reach statistical significance.

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.

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.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.Kerstin coined this approach, a “people first” strategy.Using Optimizely, she built several experiments to test it out.The negative and insignificant results helped her plan for future tests by honing in on new ways to increase conversions.

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