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.
They drive a majority of their traffic directly from ads placed on The Guardian’s news pages.
Once Kerstin realized there was a statistically significant winner, she used Optimizely’s traffic allocation feature to push 100% of site traffic to the winning variation while the engineering team built the changes into the site’s code.
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.
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.
The negative and insignificant results helped her plan for future tests by honing in on new ways to increase conversions.