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.