NEW MEDIA KNOWLEDGE — Aug 6 — According to dating software company, WhiteLabelDating.com, having a relevant web site will always encourage relevant people to dip their hands into their pockets. We speak to Steve, Pammenter, managing director about profiting from niche.
Q: What's WhiteLabelDating.com?
A: WhiteLabelDating.com enables partners to set up their own branded, online dating sites.
Q: So is it quite similar to Ning.
A: Yeah, however, for our partners we also offer a database of contacts, and obviously the market it is targeted at is different.
Q: What are the differences between the online dating sites that you have in your portfolio?
A: The main difference are the networks within the database, some of which include: Adult, General, Over 50's, casual etc. Traditionally, these specialised sites produce a lower volume of members but have higher conversion rates.
Q: Do you do anything differently to target the various demographics?
A: We provide the tools for our partners and they can create what they think will appeal to their target audience.
Q: What other forms of communications will you be looking at implementing into your offering?
A: We already use a range of communications tools such as instant messaging and video chat. One of our main focuses will be in improving the personality profile matching.
Q: Will microblogging and blogs be integrated into the offering?
A: To a certain extent our members already have the ability to blog on their profiles, using the Diary facility we provide for them. They also have use of chat rooms, which is used as a main 'community' chat facility.
Q: What is your business model?
A: Our business is a white label service. It allows partners to drive traffic to the database and take the revenue share of subscriptions. Our additional revenue streams include mobile technology and Lifestyle Facility (i.e. personality matching, horoscopes etc). We are currently exploring other services.
Q: And what are these?
A: We have our own currency on the sites which can be used to purchase virtual gifts. We are looking at how we can improve this application and integrate it into the customer experience.
Q: But aren't we all bored with throwing sheep? On Facebook these are free, why would people pay for them?
A: Gifts on Facebook are little more than token gestures – send them to everyone. However, on our dating sites, people buy gifts for a reason.
Q: What sets you apart from other dating sites?
A: For our partners, our conversion rates and stickability are much greater. Our members generally remain much longer than other dating sites and use the site more often.
Q: Because of the niche markets?
A: In the last year we have seen the niche sites vastly outperform the more general sites, in some cases having doubled the rate of retention.
Q: How do you see online dating integrating with social networks or will they remain completely separate?
A: In my opinion they will remain separate.
The full article was originally published at New Media Knowledge, but is no longer available.
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“One of our main focuses will be in improving the personality profile matching.”
They will need a brain to achieve that challenge, a normative personality test available in different languages and a high precision main matching equation.
Actual online dating sites with personality profile matching are offering 3, 4 persons high compatible per 1,000 persons, so in a 10,000,000 persons database, you have as many as 30,000 / 40,000 persons to contact, that means a whole precision LESS than anyone could achieve by searching on one’s own!!!!
Customers/Daters will demand a whole precision FAR BETTER than anyone could achieve by searching on one’s own! like reach the:
3 most compatible persons in a 100,000 persons database,
or
12 most compatible persons in a 1,000,000 persons database,
or
48 most compatible persons in a 10,000,000 persons database.
Actual online dating sites with personality profile matching need to discard *piston engines* and adopt *jet engines* to succesfully *break sound barrier*.
Regards,
Fernando Ardenghi.
Buenos Aires.
Argentina.
ardenghifer@gmail.com
“One of our main focuses will be in improving the personality profile matching.”
They will need a brain to achieve that challenge, a normative personality test available in different languages and a high precision main matching equation.
Actual online dating sites with personality profile matching are offering 3, 4 persons high compatible per 1,000 persons, so in a 10,000,000 persons database, you have as many as 30,000 / 40,000 persons to contact, that means a whole precision LESS than anyone could achieve by searching on one’s own!!!!
Customers/Daters will demand a whole precision FAR BETTER than anyone could achieve by searching on one’s own! like reach the:
3 most compatible persons in a 100,000 persons database,
or
12 most compatible persons in a 1,000,000 persons database,
or
48 most compatible persons in a 10,000,000 persons database.
Actual online dating sites with personality profile matching need to discard *piston engines* and adopt *jet engines* to succesfully *break sound barrier*.
Regards,
Fernando Ardenghi.
Buenos Aires.
Argentina.
ardenghifer@gmail.com
Interesting point – though I disagree somewhat, partly because I wasn’t sure of the logic behind your maths..
Features within dating sites are really there to improve the members experience and as a result to use site more, to keep them coming back. Having a database with 1,000,000 members but finding only 10 potentials would make the search very boring, and over very quickly – not a great business model if you want members to return to the site! What are the chances that those 10 members still even use the site!?
Further more, you are never likely to be searching the entire database for “the one”. Members will almost always be searching for those near to where they live, or some other series of core demographics. Members are only ever searching through a small % of a sites database, especially large non-niche web sites. Therefore you do not need to have such a highly accurate personalty match in the first place.
The point being made above is that in the dating world people don’t want to join a site with millions of people, where they have to use high complexity searches to get it down to the few they like; they want to join sites with less people in a niche suited to them.
Perhaps the members themselves don’t know this, but companies offering niche and generic sites are seeing more activity, more retention and higher conversions from the niche sites.
Interesting point – though I disagree somewhat, partly because I wasn’t sure of the logic behind your maths..
Features within dating sites are really there to improve the members experience and as a result to use site more, to keep them coming back. Having a database with 1,000,000 members but finding only 10 potentials would make the search very boring, and over very quickly – not a great business model if you want members to return to the site! What are the chances that those 10 members still even use the site!?
Further more, you are never likely to be searching the entire database for “the one”. Members will almost always be searching for those near to where they live, or some other series of core demographics. Members are only ever searching through a small % of a sites database, especially large non-niche web sites. Therefore you do not need to have such a highly accurate personalty match in the first place.
The point being made above is that in the dating world people don’t want to join a site with millions of people, where they have to use high complexity searches to get it down to the few they like; they want to join sites with less people in a niche suited to them.
Perhaps the members themselves don’t know this, but companies offering niche and generic sites are seeing more activity, more retention and higher conversions from the niche sites.
Hi Mr. Rees:
I think your comment suits better for 13-25 years old persons (teenagers) not interested in serious dating, most interested in using the service for fun, for entertainment purposes with high level of instant gratification.
I think Online Dating sites with personality profile matching should perform like Offline Chains for 26-and more years old persons interested in serious dating.
Offline Chains do not need to keep their clients continually coming back.
The very satisfied customer who leaves the site because he/she succeeded most probably will recommend the service to 10 or more persons!
Regards,
Fernando Ardenghi.
Buenos Aires.
Argentina.
ardenghifer@gmail.com
Hi Mr. Rees:
I think your comment suits better for 13-25 years old persons (teenagers) not interested in serious dating, most interested in using the service for fun, for entertainment purposes with high level of instant gratification.
I think Online Dating sites with personality profile matching should perform like Offline Chains for 26-and more years old persons interested in serious dating.
Offline Chains do not need to keep their clients continually coming back.
The very satisfied customer who leaves the site because he/she succeeded most probably will recommend the service to 10 or more persons!
Regards,
Fernando Ardenghi.
Buenos Aires.
Argentina.
ardenghifer@gmail.com
One of my friend use this software. Really a good one.
One of my friend use this software. Really a good one.
I’m with Tim – he’s absolutely correct here.
We know other online dating companies who claim to have millions of members in their database, but the fact it that this makes it so much harder to find mr or mrs right because there’s so many more people to wade through, most of whom haven’t visited in months (or years in some cases).
Niche is the way to go – smaller, highly targetted databases.
Revenue and growth in niche dating sites backs this up – this is the growth area now.
I’m with Tim – he’s absolutely correct here.
We know other online dating companies who claim to have millions of members in their database, but the fact it that this makes it so much harder to find mr or mrs right because there’s so many more people to wade through, most of whom haven’t visited in months (or years in some cases).
Niche is the way to go – smaller, highly targetted databases.
Revenue and growth in niche dating sites backs this up – this is the growth area now.