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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.She wondered if changing “Top matches” to “Newly joined members” would garner more engagement and increase click-throughs to individual profiles.
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.
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.
The original navigation bar displayed six default tabs.
Because a site visitor’s “Top matches” do not change frequently, Kerstin hypothesized that visitors thought the site looked stale and lifeless.
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.
One property The Guardian optimizes frequently is its dating site, Soulmates.
Kerstin coined this approach, a “people first” strategy.Tags: Adult Dating, affair dating, sex dating