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