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The negative and insignificant results helped her plan for future tests by honing in on new ways to increase conversions.Setting a hypothesis before building each test makes executing and interpreting experiment results much easier.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.The original homepage carousel displayed photos and quirky taglines for several single men and women on the site.The variation homepage carousel replaced the quirky taglines with the age and location of each featured user. After running the test for just a few days, she found the primary conversion goal of site subscriptions actually decreased with the new variation.Kerstin coined this approach, a “people first” strategy.Using Optimizely, she built several experiments to test it out.

After the success of Soulmate’s first test using the “people first” strategy, Kerstin decided to run a second test on the site’s navigation bar.Working closely with the UX team, Kerstin frequently employs user research to shape her A/B testing hypotheses.Based on insights gleaned from research, Kerstin hypothesized that showing more information upfront, like a wider variety of profiles and more facts about existing users, would increase subscriptions.The original navigation bar displayed six default tabs.Because a site visitor’s “Top matches” do not change frequently, Kerstin hypothesized that visitors thought the site looked stale and lifeless.