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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.

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