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Rather than archive this as a failed test, however, Kerstin found the learnings to be just as valuable as those from the two prior experiments.
The negative and insignificant results helped her plan for future tests by honing in on new ways to increase conversions.
After running the test for just a few days, Soulmates saw a staggering 137% increase in click-throughs from the “Newly joined members” variation.
Additional user research around Kerstin’s “people first” hypothesis revealed that many site visitors craved more information on Soulmates’ homepage – which displayed photos and quirky taglines for several single men and women on the site.
Kerstin coined this approach, a “people first” strategy.
One property The Guardian optimizes frequently is its dating site, Soulmates.
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.
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.