Kerstin hoffgaard online dating
Online dating via plentyoffish doesn't cost you a dime.Paid dating sites can end up costing you hundreds of dollars a year without a single date.She used Optimizely’s AB testing tool to track the number of successful registrations for both landing pages.The variation landing page improved conversions by 46%.When Kerstin started hypothesizing ways to increase registrations to the site, she saw that part of the puzzle was already solved—traffic.The ads on the theguardian.com/uk that generate the majority of traffic to the site were performing well in click-throughs, but the landing page the ad linked to was way under performing on conversions.She used Optimizely’s traffic allocation feature to push 100% of site traffic to the better converting landing page while the engineering team built the changes into the site’s code.This test was a big win for Kerstin and Soulmates, but not all tests have yielded such a high conversion increase.
Through a combination of A/B and user testing, PM Kerstin Exner dramatically improved paid registration conversions for The Guardian’s online dating site, Soulmates.
She added a search bar, headshots of other singles you might be interested in, a headline explaining what Soulmates is, and quotes from other couples who met on Soulmates.
Where the original landing page was highly focused on the user profile from the ad, the new page enabled more discovery and search for other people.
She designed a radically different test landing page didn’t include a call to action to sign up directly.
Instead, it tried to engage users by giving them many more options to find singles in addition to the one from the ad.
Kerstin’s task was to optimize the landing page to turn more visits into registrations.