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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.

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After running the test for just a few days, Soulmates saw a staggering 137% increase in click-throughs from the “Newly joined members” variation.The negative and insignificant results helped her plan for future tests by honing in on new ways to increase conversions.Setting a hypothesis before building each test makes executing and interpreting experiment results much easier.Kerstin coined this approach, a “people first” strategy.Using Optimizely, she built several experiments to test it out.

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