Internet dating economics
Both e Harmony and RSVP use tension to drive conversion from free to paid. The key is to hold something back that customers value so you can entice them to upgrade.Too many businesses give themselves nowhere to go because the free service is more than satisfactory (news sites, Evernote and Linked In are examples of being caught in this bind).Surrounded by potential partners, she pulled out her phone, hid it coyly beneath the counter, and opened the online dating app Tinder.On her screen, images of men appeared and then disappeared to the left and right, depending on the direction in which she wiped.They are important today — roughly one of every four straight couples now meet on the Internet.(For gay couples, it's more like two out of every three).St Valentine’s Day is looming so it’s a good time to have a peak at how online dating sites use behavioural techniques to their advantage.
A couple of months ago, I was sitting at a bar minding my own business when the woman next to me did something strange.
RSVP has recognised that one of the points of anxiety for their customers is sending a stamp to a prospect who doesn’t respond, which is why they offer to refund a customer’s stamp if it is not read within 30 days. Look for points of anxiety that might be putting your customers off.
Can you offer a guarantee so they feel they have nothing to lose? Williams is a leading behavioural specialist who deletes all buying hesitation and maximises every dollar of your marketing spend by applying behavioural economics to the patterns of buying behaviour.
You’ll note in example C above, RSVP deploys the “Best Value” icon to attract attention.
They also use the social norming tag “Most Popular” (see below) to help the customer choose, and even default to this selection. Experiment with the look and feel of how you communicate options, making sure the option you prefer customers to choose is the most engaging.