Valentine’s day online

The behavioural economics of online dating

St Valentine’s Day is looming so it’s a good time to have a peak at how online dating sites use behavioural techniques to their advantage. Valued in excess of $120 million in Australia, and $2.5 billion in the US, online dating is big business, with more than one out of every five 18-40-year-olds having used a site or app. So how do a couple of Australia’s leading sites, eHarmony and RSVP, get customers to pay? Customer acquisition strategy. For both eHarmony and RSVP, getting people to join is the first task. However, they approach customer acquisition in slightly different ways. ….[READ]

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