Making online dating personal

There’s no hiding from the fact that we live in a digital world. An increasing number of our interactions with friends, business associates and companies happen online and the internet has become a powerful force that has inflicted changes on every sector.

The dating industry is no exception. Rather, this particular industry is a prime example of one that has fully embraced technological and digital advancement for the better – and more specifically, to achieve its aim of helping users find their perfect soulmate.

In fact, there are a whopping 24,675,000 members on and 17,500,000 members on eHarmony alone. The stigma once associated with meeting a partner online has faded and an increasing number of people are choosing to place their faith in digital cupid.

an increasing number of people are choosing to place their faith in digital cupid

Time, or the lack of it, has massively contributed towards the rising popularity of online dating. With people leading busier lives, the ability to browse profiles when they’re on the go perfectly complements the packed schedules of today’s singletons.

But when it comes to the success of modern dating websites, a personalised approach is essential, especially when you consider that there are around 8,000 competitors worldwide. Personalisation allows companies to really get to know their customers, and this is arguably the most important element in the online dating world.

Sites need to collect information and filter through millions of users to discover and present the perfect match based on likes, dislikes, vocation, and location. But where does this insight come from and is it really reliable?

So many questions

Typically, dating sites gather such information through questionnaires in an attempt to identify a perfect partner for each user.

Questions usually cover a person’s job, hobbies, life goals, likes and dislikes. But these questionnaires are often long and tiresome and can result in people giving inaccurate of brief answers to get through the initial sign-up stages. In fact, there are as many 400 questions asked by dating website eHarmony to calculate and determine their users’ matches.

Tinder offers an extremely user-friendly platform that has become very popular very quickly

In the digital age, this method is no longer efficient, especially considering the pace of many young dater’s lives. This is an issue that Tinder identified and addressed by presenting users with a brief profile and two options: swipe right if they like the look of a person or swipe left if they don’t.

Tinder offers an extremely user-friendly platform that has become very popular very quickly thanks to its fast and convenient design. And although Tinder has proven successful for a lot of couples who were looking for love, this platform is based primarily on attraction rather than personality traits and long-term compatibility.

Online dating sites need to combine both the efficiency of dating apps like Tinder, whilst making the service as personalised and tailored as possible.

Modern daters want technology that can work with their busy lives, but also give them everything they’re looking for, and traditional dating sites simply won’t be able to offer this without evolving their platforms and services in-line with digital advances. 

Getting personal

In addition to lengthy questionnaires, some dating sites and apps are starting to take advantage of the masses of personal information that people put online every day.

For example, some companies simply collect information about customers based on what they “like” on their social media accounts. The problem with this approach is that peoples’ interests will no doubt change over time, meaning this type of data can often be out of date and inaccurate.

Many of the active users on social media, especially Facebook are likely to have created their profiles years ago and so posts or pages they liked or were once interested in, will most likely be inaccurate.

the majority of dating sites still aren’t delving beyond these basic indications of personality

The majority of dating sites still aren’t delving beyond these basic indications of personality and whilst this method of questioning and social media influence has led to successful results in the past, it can be improved even further to avoid users going through lengthy registration processes increase the chances of matching the perfect couple.

It is possible for users to avoid the time-consuming questionnaires all together and still get the same tailored service. Nowadays there’s so much personal information available online, that harnessing an individual’s digital footprint can be invaluable when it comes to creating a tailored and smooth customer experience.

With over 1 billion mobile users active on Facebook on a daily basis, and 3 billion people now using the internet, getting to know your audiences has never been easier. Big data and text analytics can help create better matching systems, whilst also making it a more personal experience for the online dater. 64% of people state that common interests are the most important factor of a relationship, and therefore it is crucial to make sure data is not just gathered quickly, but is also appropriate and accurate. The information usually gathered from extensive questionnaires can instead be found out in a matter of seconds by analysing a user’s entire online existence.

This not only offers users a more streamlined customer experience, but also provides businesses with more detailed and real-time insight into the interests and lives of the individuals using their service.  

Finding the right match

If you want to streamline the registration process as much as possible for the user, and most importantly, fulfil the main objective of online dating – to find matches that really matter – embracing big data and text analytics is crucial.

Websites need to move away from relying on inaccurate resources and lengthy questionnaires, and focus on embracing technology and big data capabilities in order to move with the times.

Online dating sites have the opportunity to really take advantage of online data, or risk falling behind the competition. Once you have this in place, the rest will play out like a Hollywood romance.


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