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Kerstin wondered if the current landing page was confusing first time visitors.
Using Optimizely, she tested the “people first” strategy on these landing pages, giving users more options and a wider variety of information.
The variation landing page, which included search functionality, user testimonials, and related profiles, improved conversions by more than 46%.
Once Kerstin realized there was a statistically significant winner, she used Optimizely’s traffic allocation feature to push 100% of site traffic to the winning variation while the engineering team built the changes into the site’s code.
Using Optimizely, she built several experiments to test it out.
Because a site visitor’s “Top matches” do not change frequently, Kerstin hypothesized that visitors thought the site looked stale and lifeless.
She wondered if changing “Top matches” to “Newly joined members” would garner more engagement and increase click-throughs to individual profiles.
After the success of Soulmate’s first test using the “people first” strategy, Kerstin decided to run a second test on the site’s navigation bar.
The original navigation bar displayed six default tabs.
Kerstin wanted to learn what site changes would drive more visitors to subscribe to Soulmates’ dating services.