Match.com is slowing learning from casual dating and social networking sites. By implementing a simple feature called Daily5, Match members connected 400,000 more times than previous months.
I don’t buy all the hype about dating sites increasing traffic in a downturn, which just so happens to coincide with the online dating busy season. Conversely, looking at traffic stats, many large dating sites have suffered a decline in visitors, which seems to have peaked for many sites over the summer and dropped off again in the fall.
How efficient is the Daily5? I’ve clicked on a few people, but that’s about it. Looked at from the standpoint of members, more connections do not necessarily equal a better experience for members. Then we get into the argument about whether or not three targeted matches from eHarmony are better than 25 a week from Match.com. What do you think?
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{ 5 comments… read them below or add one }
The Daily5 is the greatest mistake Match had ever made.
Perhaps its marketing executives are only cannons shooting flowers.
A serious online dating site should provide “compatible real persons” to its members.
Alexa says Match traffic rank based on a combined measure of page views and users (reach) dropped from #359 to #331 (43 positions) over last 3 months.
Regards,
Fernando Ardenghi.
Buenos Aires.
Argentina.
ardenghifer@gmail.com
Fernando, it’s hardly the greatest mistake Match ever made. For that one, we would have to go way back to 2004. I think the Daily5 is a solid idea, but it certainly needs to actually work to be of any usefulness to members. From Match’s perspective, it brings in another percent or three of traffic, which is their goal.
Dating sites are finally going to start listening to be and becoming more social in terms of blogs and walls and lifestreams. It just takes a bit longer for them to figure out how to execute.
Testing posting via Facebook Connect.
The irony is that the ultimate improvement is staring them right in their face. Integrate Chemistry into Match and let the Chemistry mechanism do the matching.
From experience, what daily 5 has done is given more meaning to “wink”. A girl may receive 30 winks in a day. She won’t have time to reply to all 30. When a girl shows interests in me with Daily 5, that means much more to me and chances are I will reply to her.