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.
The ad feature photos of various Soulmates users; when a visitor clicks on a photo, they are directed to a landing page displaying the user’s profile and a “Join today for free” call-to-action (CTA).
They have been testing with Optimizely since early 2012 to grow online readership.
The Guardian uses A/B testing across many of its webpages and properties.
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.
Rather than archive this as a failed test, however, Kerstin found the learnings to be just as valuable as those from the two prior experiments.
The negative and insignificant results helped her plan for future tests by honing in on new ways to increase conversions.
With more than 6 million weekly readers, The Guardian is the third most popular newspaper globally.
The paper’s strength lies in its strong “digital-first” approach and data-driven culture.