3 New Data Charts: How Do Dating Sites Get Double the Conversion Rates? (Testing, Baby – Oh Yeah)

Thought you’d enjoy this data from a recent study on paid membership site marketing conducted by Subscription Site Insider. Hundreds of marketers at various membership sites – ranging from niche sites to WSJ.com — revealed their data on the percent of total site traffic that paid for an online subscription.

Stunningly, marketers from online dating sites were, on average, getting double the paid conversion rates of any other type of paid content. No, it’s not because consumers love to pay for, well, love. Dating site marketers struggle in an insanely competitive market, including lots of popular free sites.

So, how do dating sites kick sand in the eyes of all the other sites’ conversion rates? Testing. Yes, really.

Here’s the (absolutely pitiful) data from a survey we ran last year to mainstream marketers in the US.

Now, here’s the data for just dating site marketers when we asked them what they tested:

As mentioned, dating sites are in an insanely competitive marketplace. Which is one reason you don’t hear their execs talking in public about testing a lot. But, behind closed doors, they are probably the Biggest Testers in America. (And maybe globally.)

That’s why if you’re not, erm, “looking”, I suggest you surf dating sites occasionally. Chances are, you’ll get ideas of things to test. Layouts, button-sizes, numbers of images, headline length, overlays, typefaces… all these things can be tested no matter what industry you are in.

About the Author

A multiple award-winning marketer and publisher, Holland is President, Anne Holland Ventures Inc, a media company publishing websites, including WhichTestWon.com and Subscription Site Insider, which feature practical research for businesspeople.