Once people have joined, the online dating sites work hard to convert users to paying customers.
By withholding something of value. Offering a level of service for free can be a great way to get customers psychologically invested in your product. The key is to hold something back that customers value so you can entice them to upgrade.
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Too many businesses give themselves nowhere to go because the free service is more than satisfactory news sites, Evernote and LinkedIn are examples of being caught in this bind. In images A and C below, you will notice that both sites diminish the perceived cost by using a unit measure. In mock-ups B and D, you can see how the full price would likely impact customer selection. Your customers make snap decisions about value, which means you have a decision to make about how your pricing is communicated.
Love or Money? The economics of online dating
While ethically and legally you need to ensure your customers understand how much they actually have to pay, consider how you get them to select an option in the first place. Use sequencing and cost per unit to advantage where possible.
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Elsewhere on the site, RSVP also uses a more vividly coloured and boxed design to drag customer attention toward the Premium membership option on the right. Experiment with the look and feel of how you communicate options, making sure the option you prefer customers to choose is the most engaging. A great way to overcome customer anxiety about a purchase is to offer a guarantee.
And we make these judgments against the backdrop that we are all, sadly, depreciating assets. Wait too long for an ideal person, and you could miss out on quality matches, who will eventually be snapped up themselves.
Why playing hard to get works and other dating lessons from behavioral economics | PBS NewsHour
There are also competing economic theories at work. One note to remember: Annual income is just one financial data point, and probably not even the most important one. Broaden the criteria you are looking for in a mate. Indeed, the tall, rich guy with a full head of hair is probably off the market already, she says. A couple tries to hold on to an umbrella flipped inside out at a sea front off the coast of the Arabian Sea, in Mumbai June 14, Editing by Lauren Young and Alan Crosby.
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