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.
Our objective was to capture and express the personality and values of the Guardian to cut through the clutter.
The brand also needed to reflect its premium positioning and be appropriate for a discerning, international audience.
But what really needs to be considered when exploring a solution?
The brief To support a shift to an international growth strategy, Soulmates required a new brand identity to allow it to stand on its own two feet, while still feeling part of the Guardian family.
One property The Guardian optimizes frequently is its dating site, Soulmates.
Launched in 2004, Soulmates monetizes via paid monthly subscriptions that allow members to interact with other members.Here are five best practices that can help you boost end-user experiences, simplify performance management, and reduce the cost of your AWS environment.Download Your questions answered: How to protect your data in the cloud The number of successful cyberattacks per year per company has increased by 46% over the last four years. This positioning differentiates from competitors who trade off features like the most intelligent algorithm, or just pure volume of users.What we did New logo, custom typeface, imagery, copy and iconography — an entire brand toolkit designed to reflect the big idea.The Guardian uses A/B testing across many of its webpages and properties.