Dating site in andorra
With more than 6 million weekly readers, The Guardian is the third most popular newspaper globally.
The paper’s strength lies in its strong “digital-first” approach and data-driven culture.
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.
“Of the 14 tests we have run so far on Soulmates, seven have been successful, three have been negative, and four have been inconclusive, in that the differences did not generate big enough changes to reach statistical significance.
The variation landing page, which included search functionality, user testimonials, and related profiles, improved conversions by more than 46%._ Once Kerstin realized there was a statistically significant winner, she used Optimizely’s traffic allocation feature to push 100% of site traffic to the winning variation while the engineering team built the changes into the site’s code.
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.
They have been testing with Optimizely since early 2012 to grow online readership.
As a dating site, Soulmates’ primary goal is to convert visitors into paid subscribers.Additionally, the difference in profile click-throughs between the original page and the variation was so small that it never reached statistical significance.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.Setting a hypothesis before building each test makes executing and interpreting experiment results much easier.