She wondered if changing “Top matches” to “Newly joined members” would garner more engagement and increase click-throughs to individual profiles.
Because a site visitor’s “Top matches” do not change frequently, Kerstin hypothesized that visitors thought the site looked stale and lifeless.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.
Dating portal test Bottrop
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.The original homepage carousel displayed photos and quirky taglines for several single men and women on the site.The variation homepage carousel replaced the quirky taglines with the age and location of each featured user. After running the test for just a few days, she found the primary conversion goal of site subscriptions actually decreased with the new variation.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.