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Kerstin opted to start with one of Soulmates’ main entry points – landing pages visitors entered upon clicking through an ad on The Guardian’s website.
The ad feature photos of various Soulmates users; when a visitor clicks on a photo, they are directed to a landing page displaying the user’s profile and a “Join today for free” call-to-action (CTA).
Because a site visitor’s “Top matches” do not change frequently, Kerstin hypothesized that visitors thought the site looked stale and lifeless.
She wondered if changing “Top matches” to “Newly joined members” would garner more engagement and increase click-throughs to individual profiles.
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.
The original navigation bar displayed six default tabs.
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.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.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.
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The original landing page displayed the user’s profile with a large yellow call-to-action box in the center of the page.