Dating site resources
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.
The variation gave site visitors more options by showing the user’s profile, similar profiles, search functionality, and user testimonials.
Launched in 2004, Soulmates monetizes via paid monthly subscriptions that allow members to interact with other members.
As a dating site, Soulmates’ primary goal is to convert visitors into paid subscribers.
Additional user research around Kerstin’s “people first” hypothesis revealed that many site visitors craved more information on Soulmates’ homepage – which displayed photos and quirky taglines for several single men and women on the site.
Kerstin pitted the original homepage carousel against one that replaced the quirky taglines with the age and location of each featured user.