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The variation landing pages still showed the profile from the ad, but also displayed a few similar profiles of the same age range and gender.The variation pages also showed a sidebar with search functionality and customer testimonials.
Kerstin pitted the original homepage carousel against one that replaced the quirky taglines with the age and location of each featured user.
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).