However, if you want to know the payment scheme (routine) of dating products, you may have to stay up for 7 days and 7 nights, so today we just briefly talk about the payment point setting of dating App.
To this end, the author selects nine popular dating apps on the market at present, and counts the key links of setting up payment points for dating apps.
As for the survey samples, the author selected traditional dating apps such as Tinder, TanTan, Pairs and Bumble, video dating apps such as Azar, Lamour, dating appgrindr, serious dating AppHinge and dating AppMeetMe with live broadcast function.
Among these 9 apps, there are both established dating giants and cutting-edge representatives, and 7 of them are among the top global dating apps10 in July 2020. More importantly, these apps represent different stages of development, different forms of making friends, different coverage groups, and are more representative.
Here are a brief introduction to 9 apps.
In addition, as can be seen from the above figure, although five of the nine apps are from the United States, two are from China, and the other two are from South Korea and the United Kingdom. To put it another way, although the online time of these apps is very different, the same thing is that most of the founding teams of these apps have very rich experience in operating social products, some rely on giants and some are continuous entrepreneurs. Therefore, although the entry threshold of dating track is not high, it still needs some precipitation to stand out.
Let's start with a simple spoiler.
Although the payment point settings of these apps are slightly different with the application tonality, most of them focus on six aspects: object screening, improving exposure, improving communication and matching efficiency, closing advertisements, increasing matching range and user personalization. There are also some apps that have made great efforts in giving gifts and rewarding. Let's disassemble it slowly with scene reconstruction.
7 out of 9 applications.
Set the payment point on the user filter.
Filter settings for 9 applications in the application.
The process of users using a new dating App is mostly: first, register and fill in the information, then start matching users, wait for the other party's reply, establish contact, and cycle the above three steps until they find a satisfactory partner. In fact, this step is almost a replica of the real dating process, but the pace is faster.
Then the first problem to be solved is how to find people who satisfy you and like you, which is the * step of user screening.
According to statistics, although one of the nine apps is extremely hidden and has a payment point at the user screening place, the logic of setting the payment point is also different, some for improving the matching accuracy, some for improving the matching standard, and some for improving the communication efficiency. Regardless of the goal, in order to achieve the goal, there are roughly three dimensions of screening.
Distance screening
Filtering Settings of Five Remote Applications
Distance screening can be said to be a basic screening. When different users use dating apps, different purposes will lead to different distances.
Some users will set the matching distance within 5 kilometers, that is, they just want to match people nearby, which is very convenient for "running". There are also some users who just want someone to chat with them and meet some new friends, so they often set the distance not in the same city or even in the same province to avoid the embarrassment of being "met" by colleagues and family members. There are also some users who want to meet some international friends or donkey friends through the dating platform, so they will adjust the screening distance to other countries.
Taking Tinder, a global dating application, as an example, the distance between matching objects that users can adjust on Tinder is 2- 160 km. Take the author's coordinates as an example (Shangdi, Beijing). You can go as far as Qinghe in Baoding, Hebei Province, and the span is quite wide. In addition, Tinder, as a global dating App, also supports users to match with foreign users, which are free.
However, if users want to specify a specific country, they need to pay. At this point, Tinder, Azar and exploration are the same. In other words, the distance screening of these three apps has generalized free demand, and the payment point is set on "specific demand".
However, the implementation strategy is different. Azar adopts the way of matching users in the countries and regions he is interested in, that is, letting the other party come to him; Tinder and Detective take the approach of "modifying the user's own positioning", that is, going to the other side.
But in any case, the setting of this payment point is very necessary. I read a news that in 20 19, many users subscribed to TinderPlus membership function because they wanted to find local guides of tourist destinations through Tinder.
Gender, age, height and race screening
Filter the settings of 9 applications according to gender and other requirements.
If geographical location is only a preliminary screening, then the above four items should be advanced screening. Let's start with gender screening. As more and more people pay attention to sexual orientation, developers should be very cautious when setting up gender screening. Overseas, some dating apps have been collectively protested by users because they do not support gender screening. Of course, there are also apps like LivU and Azar that choose to pay for gender screening. As for whether to decide to pay for gender screening, we should choose carefully according to the application positioning and application market.
Azar, LivU, Grindr and Bumble filter pages
Age, height and race are not much to say. Just like making friends in reality, it can basically be listed as a basic screening. Therefore, some apps will ask users to choose these three elements of the matching object when registering, so as to increase the matching accuracy and user satisfaction, but some apps will choose these as payment points.
Take race as an example. Although people don't set strict racial requirements on the bright side, according to the discussion topic of an Asian dating forum user on Reddit for six years, most European and American women will not choose Asian men as friends, and even men of other races who look like Asian faces will be "implicated". In this category, there are actually flexible solutions to how to ensure "political correctness" and improve user satisfaction. Marine developers can think about it.
In contrast, payment points such as height and weight should be carefully set, and apps with a large number of users are considered "qualified", otherwise it will easily affect the user experience.
Screening of occupation, salary, background and living habits
Screening settings of four apps in occupation and related situations.
At this point, it can basically be called * screening. Generally, most of these screening functions are apps based on formal friends, serious friends and making friends.
Once users want to start a formal relationship, they will not only pay attention to the "superficial" factors such as the other person's face value and whether it is interesting, but also need to know the other person's education, family situation, religious beliefs, career development, living habits and other information. This is the legendary "suitable for each other".
This function is especially important for users in China, Japanese, Indian and GCC countries. Users in China and Japan pay more attention to security, especially in Japan, where five-fifths of dating apps require users to fill in personal information such as occupation, income and education.
GCC countries and India attach more importance to religious belief. Although the social entertainment industry in these two markets is booming, they will pay special attention and care when they get married. Dating apps that focus on Muslim people have done this *, asking male users what kind of scarf they want their future partners to wear, and the survey shows that this option is very important.
Headscarf wearing mode and headscarf type (incomplete version)
I have determined who I like in the application, and the next step is how to let these people find themselves.
Most features that increase the chances of being liked need to be paid.
In view of the pain points that users want more people to see themselves/themselves, dating and dating apps are generally satisfied by increasing exposure, sliding to the right unlimited times, browsing seamlessly, and seeing who likes themselves.
Six of the nine apps have set up payment points for unlimited matches and increased exposure, and four apps require users to pay to see who likes them. Some of these functions use the principle of "casting a wide net and catching more fish", such as increasing the number of matches and increasing the exposure, while others are "turning passivity into initiative" and choosing the one you like among users who like you.
Increase the number of matches
When users open the subscription service, most applications choose to allow unlimited matching to help users "find their favorite fry in the biggest pond possible". However, there are also a few apps that will choose the split function for sale. After users open their members, they need to buy them separately to increase the number of matches. Some apps will choose to support users who have not subscribed to the service to purchase the number of slides each time, such as increasing the price of 30 games by $65,438 +0. Although this pricing scheme is not an affordable method for users, it is very suitable for users who don't want to pay too much at one time. For example, Indian users and users in Taiwan Province Province, China also show similar characteristics, but it should be noted here that when the team has no confidence in the algorithm and matching efficiency of their products, it is not recommended to use this scheme of selling matching times separately. You can imagine how users feel when they pay for an independent function but fail to achieve results.
Enhance exposure
The logic of increasing exposure and increasing the number of matches is essentially the same, which is to let more people notice themselves. At this payment point, dating dating App has also explored two directions, namely, putting users in the front position, increasing the number of exhibitions, marking users' likes as super likes, and increasing each other's attention. The former is like lamoure, pair and hinge, while the latter is like tinder, Bumble and exploration.
In addition to Lamour, the former is actually more serious about making friends, while the latter is more inclined to Hookup (feeling a little sorry for Bumble), because the app sets its functions by testing the user path, from which we can still see ways to meet the needs of different users more efficiently.
It is worth mentioning that the function of enhancing exposure needs to be limited even if it is paid. Top position limits time and likes to limit the number of times. Obviously, if these functions can be used without restriction, it will disturb the application order to some extent and seriously affect the experience of users who support the application foundation without paying.
Bumble(50 people), Grindr(24 hours),
Tinder, if you find out who likes it, you can tip it.
As for finding out who likes their own pay points, it goes without saying. If this function can be used in real life, it won't make so many people leave only one regret after many years. Here's another payment function "go back on our word". When users find that users who are interested in themselves, or even users who may be interested in themselves, are accidentally "passed away" by themselves, they can use the right of regret to re-match each other. Four of the nine apps set confession as a payment point.
When the final match with two-way satisfied users is successful, the next step is to establish contact, which has two very important points: response rate and response efficiency. Want the other high-frequency reply, in addition to good-looking and perfect personal data, in fact, can be achieved through the payment function.
Improving the response rate and efficiency is just the need of friends.
When communicating with some developers of dating products in the Middle East and India, some people said that users in these two markets are more concerned about whether they will get a reply after sending messages to each other after successful matching, rather than whether they can achieve more matching times. Therefore, it is completely possible to set up "interception checkpoints" to improve the recovery speed and efficiency.
Three methods to improve the recovery rate
Regarding the solution of the response rate, the developer of the dating App has given three ways.
One is to extend the matching time, which does not rule out that some users will be busy with other things after the pairing is completed, so some apps support users to pay for extending the effective time of matching or re-acquiring expired pairing. These two points are also the core functions of Bumble subscription service. Interested partners can download Bumble's detailed experience.
The second is to increase the user's identity and personalized settings. For example, after users open Azar's subscription service, the system will issue personal badges and allow users to modify nicknames. The system prompts that using this function will improve the response speed.
Azar matching page and subscription page
Third, like Grindr, users are allowed to send multiple messages before the other party replies. The paid function given by Grindr is to allow users to send multiple photos at the same time to show themselves better in all directions. However, among the nine apps evaluated this time, only Grindr has set up a payment point here. Most other apps can send messages for free and unlimited times as long as they are successfully matched. The threshold of gay dating App is relatively high, and the setting of payment points is also relatively capricious.
However, I have encountered some apps before, for example, I can only send three messages before the other party replies, or I am not allowed to send pictures and videos before the other party replies, and like Bumble, only female users are allowed to initiate conversations first. , but these are all free features to ensure the user experience.
Two schemes for enhancing oil recovery
Developers also give two ways to improve the efficiency of reply.
One is a read receipt, which means that you can know whether the message has been sent or not and whether the other party has received it. This function helps users to judge each other's thoughts. Remember, once you find that the other person has read it many times or hasn't replied for a long time, you can basically judge that the other person is not interested in you, and then you can shift the focus of development.
According to statistics, four of the nine apps (Lamour and Azar are video dating, so it is actually seven apps) have set up the "reading receipt" function, and three other apps are set as payment points except Tinder.
The other is flash chat, that is, skip the matching process and send messages directly to your favorite users. Although it is a bit illegal to put it in this position, this function does greatly improve the efficiency of reply.
First of all, only members can use this function and inadvertently reveal their "strength". Secondly, some users may not close their avatars and photos, which leads to the judgment of Nope, while skipping matching and communicating directly can directly show interesting souls. To make an inappropriate analogy, if you directly ask a person if he wants to fall in love with a person with a face value of 3, most people will give a negative answer without hesitation, but if you ask the other person if he wants to be with a humorous person, he knows astronomy, geography and customs, but people with a face value of 3 will definitely answer that I can try. The underlying logic is actually no different.
In fact, in addition to the above, there are actually many payment point settings that have been studied by predecessors and deserve in-depth analysis. For example, seamless browsing, personal data involving user privacy, only some users can see, and developers are paying more and more attention. Tinder, Detective and MeetMe all allow users to set the visible range of personal data for a fee. For another example, although some dating apps gradually integrate video, live broadcast or direct video dating apps, they will open the "reward function". Allow users to reward gifts (Azar, Lamour, MeetMe) for their favorite objects, and video dating AppLamour even divides gifts into ordinary gifts and VIP users' gifts, further highlighting the identity gap; Another example is to close advertisements (Tinder, MeetMe), recommend quality users (Lamour) and so on.