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As a dating site, Soulmates’ primary goal is to convert visitors into paid subscribers.They drive a majority of their traffic directly from ads placed on The Guardian’s news pages.“Of the 14 tests we have run so far on Soulmates, seven have been successful, three have been negative, and four have been inconclusive,” Kerstin says.But knowing what doesn’t work can been just as informative as knowing what does work.She used Optimizely’s traffic allocation feature to push 100% of site traffic to the better converting landing page while the engineering team built the changes into the site’s code.This test was a big win for Kerstin and Soulmates, but not all tests have yielded such a high conversion increase.She designed a radically different test landing page didn’t include a call to action to sign up directly.Instead, it tried to engage users by giving them many more options to find singles in addition to the one from the ad.

She corroborated her hypotheses with user research.This is why uk was created, I am here to supply expert online dating reviews from real people who are using these sites.I have bought together both real users and experts to give you tips and help you choose which route is best for you.See what else The Guardian tested and get the full story of what they learned by downloading the customer story.With more than 6 million weekly readers, The Guardian is the third most popular newspaper globally.

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