Personalisation in online dating is already happening to an extent. Have you ever watched the advert where a guy gets matched with a tortoise because they both like eating lettuce? It goes something along the lines of “Steve and his companion here are the same age and are both vegetarians. For some sites this is enough to make them a match” and continues on to talk about the various different variables eHarmony use to make better matches.
We completely agree with this – everything from what music someone likes or whether they like football to their personality contributes to how compatible a couple are – but wouldn’t it be better if you could find this out within seconds, without asking your users question after question and risking them getting bored and dropping off?
The thing is though, you can.
The 21st century isn’t just a time of online dating, it’s a time of online everything where people are carrying large proportions of their lives digitally – from shopping to betting to education. But it doesn’t stop there. Arguably the most significant attribute to any individual’s life is the relationships they make and the company that they keep – social media has offered up a new platform for interacting developing these relationships. Every post a person writes, or tweet that they share can give you a glimpse into them as a person – their interests, personality, life events and more.
A large amount of online dating sites utilise social login already, but rarely pull back anything other than basic details like age and name, or maybe some interests gathered from Facebook ‘likes’ (which are often outdated or inaccurate- I can’t remember the last time I went Kayaking but somehow that’s a hobby of mine?).
Some sites already have taken the demand for personalisation in online dating into account. The more sophisticated dating sites and apps (like eHarmony) admittedly do take into account each user’s individual personality, but the survey technique (consisting of up to 400 questions) makes for a less-than-ideal user experience. Drop-offs aren’t the only risk of using self-report questionnaires, there is also a risk of being less successful at match-making as answers could very realistically be what each individual thinks a potential mate might want in a partner rather than an honest depiction of their own personality, hobbies and lifestyle.
Wouldn’t it be great if you could infer accurate and up-to-date details about your users in another, more user-friendly way to provide more convenient personalisation in online dating?
Like I said, you can.
A very clear benefit of all of this digital data that continues to build by the minute is that we now have so much information on consumers at our fingertips – all you need is the right tools to turn this vast amount of information into easily-digestible, actionable insight. The best option would be to leverage the familiarity of social connect (such as with PROFILE) while harnessing the available data from the user’s digital footprint to make for a smooth user experience with the huge benefit of gaining detailed insight into their interests and hobbies, life events, and personality – all in real-time – to make for more accurate matches without the hassle of manually completing forms.
If you want to find out how you can match more people, quicker get in touch to book a free demo (or simply have a chat).