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.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.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.
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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.
Launched in 2004, Soulmates monetizes via paid monthly subscriptions that allow members to interact with other members.
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