test dating a gamer - Online dating traffic

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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.

Kerstin coined this approach, a “people first” strategy.

Using Optimizely, she built several experiments to test it out.

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.