When BBM opened up to Android and iOS users, it was known that it would come along with advertising. For example, in Android, your “Invite” notification may light up and it will be a “Sponsored Invite” – i.e. an ad that most likely leads you to an app download. You simply “Accept” or “Ignore” the “Invite”. If you accept it, you’re eventually led to the app download.
I proceeded through the eHarmony questionnaire the other day, which I was actually really impressed with. It’s no longer a long list of boring pull-downs, but instead a one-question-per-page-click-your-answer style. It’s visual, and seems shorter as well (20-30 minutes to take?). Also, you can quit at any time and continue on where you left off (not sure if the ‘old’ questionnaire let you do that).
Regardless, what I wanted to talk about here was eHarmony’s retargeting efforts. Oddly, I did complete the questionnaire (and logged into my account multiple times) so this retargeting effort is a bit incorrect (i.e. “complete questionnaire” call to action).
How long does it take OKCupid to offer a discount on their “A-List” upgrade paid feature? Turns out, barely more than 24 hours after you sign up for your account you can get a 20% discount on your A-List purchase.
It’s a known item that online dating sites will eventually offer you a discounted membership, if you keep your profile active and don’t subscribe. Your discounted membership fee is better than no payment at all, they feel. For eHarmony, the discount can get to at least 83% it seems.
What about Match.com?
If you’ve ever signed up with eHarmony then you’ll be familiar with the amount of email they send to you once they have your email address. I had an account on eHarmony likely around 5+ years ago. There was a time I paid for a membership with them (so, I suppose, I’m somewhat of a ‘quality’ lead still – i.e. I’ve paid them in the past), but haven’t had an active profile with them in years (again, likely 5+ years). There was a time span when I didn’t hear much from eHarmony, but then they started turning on the email tap to those accounts I’d consider ‘inactive’, it seems.
Online dating is big business. There are a zillion dating sites – and now a bunch of mobile apps as well (many of which are app-only). The industry ranges from very-much marriage-minded services to those that simply accommodate a little fun on a Friday night (sorry, Tuesday night). This site hopes to reveal things going … Read more