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After running the test for just a few days, Soulmates saw a staggering 137% increase in click-throughs from the “Newly joined members” variation.Additional user research around Kerstin’s “people first” hypothesis revealed that many site visitors craved more information on Soulmates’ homepage – which displayed photos and quirky taglines for several single men and women on the site.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.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).The variation landing pages still showed the profile from the ad, but also displayed a few similar profiles of the same age range and gender.The variation pages also showed a sidebar with search functionality and customer testimonials.

The variation gave site visitors more options by showing the user’s profile, similar profiles, search functionality, and user testimonials.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.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.

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