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Posted by / 12-Oct-2017 20:36

Launched in 2004, Soulmates monetizes via paid monthly subscriptions that allow members to interact with other members.As a dating site, Soulmates’ primary goal is to convert visitors into paid subscribers.The original navigation bar displayed six default tabs.Because a site visitor’s “Top matches” do not change frequently, Kerstin hypothesized that visitors thought the site looked stale and lifeless.Product managers like Kerstin Exner are encouraged to run A/B tests whenever possible, as long as a strong business case can be made for each experiment.One property The Guardian optimizes frequently is its dating site, Soulmates.With more than 6 million weekly readers, The Guardian is the third most popular newspaper globally.

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.She wondered if changing “Top matches” to “Newly joined members” would garner more engagement and increase click-throughs to individual profiles.After running the test for just a few days, Soulmates saw a staggering 137% increase in click-throughs from the “Newly joined members” variation.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.

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