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WhiteLabelDating.com, announced that 7-day conversion on its general network increased by 36% in the UK over the last quarter and by 33% across international platforms.

The company attributes this strong performance to the introduction of innovative tools such as Recommended Member, which highlights relevant matches to users; Icebreakers, which allows new members to send out an introductory message to hundreds of potential matches and Inbox Filters, which enables members to manage communication settings according to preferences to avoid being inundated with incoming messages.

The UK-based business provides software and services to enable brands and individuals to create their own online dating sites. In 2009 it introduced Recommended Member functionality to the platform following a partnership with IntroAnalytics, which uses behavioural preferences rather than those expressed in profiles, resulting in member introductions to other members where there is likely to be mutual interest. This function has directly improved member retention by 10% (9.9%) over the last month alone.

Member satisfaction has also increased by 47% over the quarter, largely due to members being able to filter their communication settings by age or location, allowing them to only receive replies that meet certain criteria and improving the chances of a suitable match. The introduction of these new tools has also led to a 139% increase in re-initial memberships as users choose to extend their subscriptions.WhiteLabelDating.com now runs over 4,000 dating sites around the world.

While I am not in any way a fan of “spray and pray” messaging on dating sites, these are impressive stats. It will be interesting to see how the recently-added IntroAnalytics feature affects usage and conversions.