Dating Clients
As an authority on the online dating industry, Digicraft has worked with many different companies ranging from top-10 sites to innovative startups, mid-size niche networks and everything in between. We’ve helped vendors such as Honesty Online, Vindicia, Backgroundchecks.com and DatingHeadshots on products ranging from business development efforts leveraging our comprehensive network, product and services development, marketing approach and much more.
Goal: Chemistry (part of the Match.com network) wanted to create a blog to bring some personality to the brand as they began to compete directly with eHarmony. By that time, eHarmony was an established brand, spending and earning hundreds of millions of dollars each year.
Chemistry wanted to experiment with blogs to see how it would affect their marketing spend. Could blogs really bring them new subscribers without having to spend additional money on traditional advertising?
Chemistry also wanted to create a sense of transparency behind their matchmaking methodology, something that a well-designed and written blog is a great vehicle for.
Finally, Chemistry wanted a way to connect and engage with members, partners, affiliates and the media.
How: Digicraft developed a blog for Dr. Helen Fisher, Chemistry’s chief Scientific Advisor. We knew we didn’t have a lot of face time with Dr. Fisher so we did the sensible thing; we went to New York, sat in her office and put her through our Blogger Bootcamp.
We spent the day introducing her to core blogging concepts, best practices, editorial coaching and guidelines, everything she needed to evolve into a successful blogger.
Helen is an academic and writer of books, which presents it’s own set of challenges, mainly training her to be able to distill 5,000 words down to 500, no easy task for anyone used to cranking out long scientific papers.
Several hours later, eyes glazed (information overload!), Helen had blogging basics down cold. She wasn’t a pro yet, but she possessed the tools and best practices required to become a great blogger.
Results/Outcome: ”The Great Mate Debate” is prominently featured on Chemistry.com. The blog has gathered thousands of inbound links, increasing organic search results and improving SEO and been part of a successful marketing campaign driving millions of people to this popular dating site.
Helen’s blog created media buzz and became the primary interaction point between Chemistry.com it’s members, singles and the media.
Company: Date.com launched on Valentine’s Day 1997 and has become one of the world’s most popular dating websites.
Goal: The parent company, Avalanche LLC, had been focused on operating its dating sites and had not updated Date.com in several years. Date asked Digicraft to identify areas that required improvement and propose new features to increase signups refine member-to-member and site-to-member communication.
How: An initial site evaluation performed by Digicraft led to significant changes to the website, including design elements, copy and messaging. We analyzed Date.com from a number of perspectives: visitors/members, customer conversion process, flow and layout, and advertising integration. Analysis output was prioritized according to resource requirements and other weighted factors.
Results/Outcome: Date.com ended up with a prioritized project plan detailing a variety of changes to the website, ranging from significant user experience improvements to design elements, copy and messaging. Date had everything they needed to update and improve their website to keep up with online dating industry trends.
Goal: Engage’s founder, a serial entrepreneur, was focused on reducing the time to market and bringing in industry experts to make sure they launched with a website as refined as possible in the shortest period of time.
How: Digicraft streamlined the profile creation process – removing as much friction by reducing the number of questions asked and copyediting site messaging to ensure that members completed the entire profile creation process.
Digicraft polished the personality profile initially developed by Dr. John Grey (Women are from Mars Men are from Venus); revising, removing and refactoring the profile creation process through a series of iterations based on our expertise, knowledge of competitor profiles, understanding of the psychology behind profiles, matching, and user behavior to provide ongoing consulting advice to create a best in class in the industry.
Results/Outcome: Engage launched the first service to feature different profiles for men and women. After several years of growth to approximately 250,000 monthly visitors, Engage was sold to Spark Networks.
