UK singles represent different target market for dating site

The tenth most visited dating site in the UK, boasting 120,000 visitors in September alone, has intentions to boost those volumes by taking a different approach to their view of the potential online dating UK audience.

Being only just in the top ten, according to information gathering organisation comScore, perhaps does the matchmaking site an injustice, as the chart ranks both paid and free dating sites together. However, they do still have a way to go to catch up with their nearest ‘paid-for’ membership site rival who, in comparison, attracted 698,000 from their group of dating websites.

But that is not their concern; figures may look good on paper, but they are not judging their own performance on that statistic.

The UK singles market is a different proposition to its US counterpart, where this dating site’s motto has grown from their ‘conversion rate’, whereby they claim to be responsible for “5% of all new marriages,” in Northern America.

But that is not going to be their driver when looking how to best service the UK singles market. The mission is not about simply getting people together to make their advertising look good, although the UK manager does state ‘the faster people leave the site, the happier I am’, but rather the plan is getting people together who are going to stay together in a long-term relationship by focusing on what makes them ‘really tick’.

bringing in the experts to connect on all levels

In order to make the UK dating dream a reality, i.e. getting couples together whose profiles suggest that they possess ‘twice as much likelihood to stay together’, the company have hired a specialist marketing organisation who ‘know how to connect different points of view in a competitive marketplace.’

The PR company, who will be looking after the dating site’s Australian interest, too, also look after the brand recognition of globally recognised icons Nintendo and Costa. If that is not pedigree enough, they recently won Marketing Week Engage Awards’ agency of the year award, to compound their market-leader status.

The drive to enamour itself with the UK dating market will also include monitoring and improving the mechanics and interactive capabilities for ‘who’s and ‘how’s of the dating site membership, specifically how singles use the facilities.

As well as the components that the members are used to, there are already ongoing tests to bring the site from a static web-page into the hands of mobile users, incorporating payment checkouts, web-chat using cam technology and location-based apps to literally date on the go.

So, let’s hope the integration of all of these components is swift, seamless and harmonious, for the long-term relationships of British singles, everywhere.