http://www.techcrunch.com/2008/09/12/speeddate-hijacks-facebook-users-with-a-bait-and-switch/

Not the first time the stirred up some trouble on facebook.

I think there were some significant flaws in their usability and they seemed to have scrambled to push out their “redesign”. Half of their current application is still on the old design.

Speaking of design, maybe it’s coincidence, but I was pretty shaken when their redesign elements resembled a lot of what we’ve had on our site (http://www.cupidslab.com). Sure radial bursts and rounded corners are nothing new in Web 2.0, but come on (= Flattered, but disturbed.

They started charging through Paypal which could be part of the problem. The benefits of paying are not clear either.

Back in 2006, I launched Cupid’s Lab (which essentially was what engage.com is doing). Unfortunately I was one person at the time and I didn’t have a $5-6m budget to push towards marketing. I got two questions all of the time that I’m sure the Engage folks get all the time.

1) Why not just build it in facebook?
2) When are you going to make a facebook app?

I think #1 is a valid question and my brief intro to my more detailed response is: “Do you use a scissor to clip your fingernails or do you use a nail clipper?” You can certainly use scissors, but you’re going to want to use the right tool for the right job. Not everyone on Facebook is interested in dating and matchmaking.

For me #2 was a bit harder to answer. I knew a facebook application was important and if you look there are many “matchmaker” like applications on facebook. Unfortunately none of them have really gained any significant traction… most likely because of the reasons I gave for question #1.

A fellow NYC based entrepreneur, Nate Westheimer, said it best to me regarding Facebook apps. They are the best free interactive ads. However I do believe there is a flaw in that and I hope Engage is going to see that.

The facebook app is targeted as a marketing lead. You’re reaching an audience of a specific market (those interested in matchmaking) and building brand awareness and collecting data about the users. Unfortunately it appears it’s role as a sales lead generator is pretty low. How often have you transitioned from Facebook to another destination site through a Facebook app? Most likely not.

Because of that, I hope engage does not get stuck on trying to find a way to convert users from facebook to engage. It’s not going to happen. The conversions are going to be low and probably not be enough to cover the expense of their staff working on it.

However, I think the proper play is focus on the app as a touch point to their current data and a way to interact with it. Take the interaction from the facebook app and surface it on their destination site. They want to show people activity when they land on engage.com. Give them the appearance that there’s something going on. I’m sure they currently need that because right now their traffic is sliding down significantly.

http://siteanalytics.compete.com/engage.com/?metric=uv

Over a 50% drop in unique visitors in 4 months is not an encouraging sign anyone (owners, employees, investors, and users). Users may not be aware of the decrease in “uniques” but I’m willing to bet that they notice it in terms of less activity on the site.

What are some of your thoughts? How do you think they should have approached the facebook app or any other thing.

At Cupid’s Lab we’ve shifted from the Matchmaker as a niche aspect because it’s a tough sell to motivate someone to act on anothers behalf. We are keeping it in play, but it’s not the primary focus.

[ps. I do have a response to the "startup" post... will come soon =]