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.
But while Kerstin found these ads performed well in terms of overall click-throughs, she noticed that the majority of these visitors were not converting into subscribers.
It’s a snap judgement based on very personal tastes that just about anybody can make within a second of looking at another person’s picture. Tinder displays pictures of potential dates, asking users to click a heart icon for hot or an X icon for not.
They have been testing with Optimizely since early 2012 to grow online readership.ABC / advertising / BET / Boost Mobile / communication / communications / CW / Digital Advertising / Direc TV / E!With more than 6 million weekly readers, The Guardian is the third most popular newspaper globally.The Guardian uses A/B testing across many of its webpages and properties.Product managers like Kerstin Exner are encouraged to run A/B tests whenever possible, as long as a strong business case can be made for each experiment.Users can choose to turn their GPS location on or off and browse other users' profiles anonymously.Users can interact with each other by liking each other, sending text and multimedia chat messages, sending gifts, requesting dates using the "On Demand Dating" feature, Users can also dislike other users which will remove them from future search results. The team loved the way the dating app Tinder works. The winning team, two developers and a merchandiser, dreamed up e Bags Obsession."We find great relationships for reasons that matter," new e Harmony CEO Grant Langston told CNBC's "On the Money" in an interview.Still, he admitted "the way we do it has been frozen in time." He said an "antiquated communication process" had left the "product feeling dusty." A longtime e Harmony veteran of the company's marketing side, Langston has been "trying to make the use of our service easier" since taking over top job in July.