Match is clearly implementing a number of features that share functionality DNA with OkCupid. Take for example the (relatively?) new Profile Highlighter.
As someone who loves to riff on specific things women put in their profile that catch my eye, I am going to use this feature a lot to show them how clever and downright fascinating I am. I’m also going to tell women when their profiles are boring and their photos are lame (in the nicest way possible of course). Because who else is going to say this?
Wonder what would happen if I totally went off on someone? Kicked off the site?
I had a friend tell me yesterday, with great hesitation, that my profile was a turn-off to one of her friends. I try all sorts of stuff with my profile, from Hemmingway-style prose to whazzzzzzup Yo?!! to super-authenticity to the point of raising eyebrows, and everything in between. Sometimes you hit the right tone for the right woman, other times you are out of luck. The profile highlighter could really help people better understand what works in their profile, as well as what doesn’t.
I bet Match is going to roll out a crowd-sourced profile review feature at some point, just like OkCupid. Who knows if our profiles and photos are any good? New members get lots of views at first, and that is exactly when they a) don’t know how to use the site, b) are likely to have a weak profile and photos and c) this is a great opportunity for Match University. You have to graduate before they let you out into the wild. There are millions and millions of sub-par and inauthentic profiles out there on the web and few dating sites do anything to *directly* help you create a great personal ad/first impression. Reading a blog or a magazine or a newsletter doesn’t count. I want active, not passive, assistance.
I went Match’s blog, blog.match.com, to see if they have started doing feature announcements to find out about the profile highlighting. Nada. Lets get on that, kids. The Match Blog risks turning into Happen Magazine, The Blog Edition. While the blog looks great and has a solid team behind it, Match absolutely needs posts that address how to use the site, new features, old vs. new screenshot, best practices, etc.
I rarely go the Match blog from the site because I don’t see links to it when I’m logged in. Or I’m just blind to it. It would be nice to let members know about the blog, “white pants are hot in the summer” posts notwithstanding. Just signed up to receive the blog by email. I know, lame, I need to find a new RSS newsreader. I am tired of Google’s RSS reader. Where is Flipboard for Mac?
HowAboutWe’s Godzilla-like crushing it when it comes to explaining new features and design elements is heartily welcomed. Very nicely done. I’m going to keep talking about this until dating sites wake up to the fact that more communication with your members is a good thing.
