The Guardian Tests to Boost Sign-ups to its Online Dating Site Optimizely Optimizing landing pages, navigation, and the homepage grew subscriptions With more than 6 million weekly readers, The Guardian is the third most popular newspaper globally. The paper’s strength lies in its strong “digital-first” approach and data-driven culture. They have been testing with Optimizely since early 2012 to grow online readership. The Guardian uses A/B testing across many of its webpages and properties. 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. One property The Guardian optimizes frequently is its dating site, Soulmates. Launched in 2004, Soulmates monetizes via paid monthly subscriptions that

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