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Kerstin coined this approach, a “people first” strategy.Using Optimizely, she built several experiments to test it out.According to Kerstin, agreeing on clear goals upfront helps remove the debate aspect when her team looks at test results and also influences ideas for future experiments.“Of the 14 tests we have run so far on Soulmates, seven have been successful, three have been negative, and four have been inconclusive, in that the differences did not generate big enough changes to reach statistical significance.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.One property The Guardian optimizes frequently is its dating site, Soulmates.The original navigation bar displayed six default tabs.

Rather than archive this as a failed test, however, Kerstin found the learnings to be just as valuable as those from the two prior experiments.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 original landing page displayed the user’s profile with a large yellow call-to-action box in the center of the page.The variation gave site visitors more options by showing the user’s profile, similar profiles, search functionality, and user testimonials.

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They have been testing with Optimizely since early 2012 to grow online readership.

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