Guardian Soulmates is first and foremost a traditional online dating site, whereby you add your profile to the pool of other users that are on their site.
Once you create your profile you are able to search profiles using different filers and search types.
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She used Optimizely’s AB testing tool to track the number of successful registrations for both landing pages.
Kerstin hypothesized that the landing page was confusing and too limited for first time visitors because it showed them just one profile (the profile of the person featured in the ad) with a call to action to “Join now for free” to see the full profile.
It didn’t have any context on what Soulmates is about or options to search for other singles if they didn’t like the profile they saw.
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Whenever possible, product managers at The Guardian make decisions about functionality and design on news pages and other web properties with A/B tests.