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The paper’s strength lies in its strong “digital-first” approach and data-driven culture.They have been testing with Optimizely since early 2012 to grow online readership.Kerstin’s task was to optimize the landing page to turn more visits into registrations.Kerstin hypothesized that the landing page was confusing and too limited for first time visitors because it showed them just one profile (the profile of the person featured in the ad) with a call to action to “Join now for free” to see the full profile.
Unfortunately you dont know where to start, with so many apps, sites and agencies about there are a number of options, all trying to grab your cash.Whenever possible, product managers at The Guardian make decisions about functionality and design on news pages and other web properties with A/B tests.Through a combination of A/B and user testing, PM Kerstin Exner dramatically improved paid registration conversions for The Guardian’s online dating site, Soulmates.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.
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