Online dating guardian

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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.

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Soulmates saw a staggering 137% increase in click-throughs from the “Newly joined members” variation.

Kerstin wanted to learn what site changes would drive more visitors to subscribe to Soulmates’ dating services.

She aimed to gather learnings through a combination of qualitative data from user research and quantitative data from A/B testing.

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).

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