eHarmony has completed a
radical revamp of its website – incorporating a range of new features.
The dating site, first launched in the
UK in 2008 and known for its in-depth, scientific compatibility
matching, has used user behaviour data to improve on the member
experience.
The new look, which has been a year in
the making, utilizes Responsive Design, meaning it works just as
smoothly on Tablet devices as it does on large-screen desktop PC’s.
Users will first notice key changes to
eHarmony’s ‘RQ’ (Relationship Questionnaire; which matches users based
on compatibility). Borrowing learnings from their iPhone and Android
applications, the RQ features a streamlined, one-question-per-page
interface that helps users speed through the sign-up process.
Once the RQ is complete, members now
receive an in-depth personality analysis titled the ‘Book of You’. The
book takes user personality data and displays it in a flick-book format,
giving each member important insights on how his or her personality may
be perceived by others.
Arvind Mishra, VP of Product
Management said: “We believe that in order to be
ready for that great relationship, everyone should know “thyself”. The
Book of You is a great way to see what makes you tick.”
But the biggest change that members
will notice is the member profile. Instead of presenting matches in a
traditional, vertically navigated profile, each member is presented in a
touch-friendly, magazine format. Text and pictures are meticulously laid
out, thereby making each member profile look and feel distinct.
Arvind continued: “We found that dating profiles
looking the same was a real problem across our own site and that of
competitors. There was little personalisation. Everyone has an
interesting story to tell, so what better way to communicate each
member’s uniqueness than a magazine.”
The improvements went through a
six-month testing period prior to launch and will be rolled out
incrementally from today. Similar changes made to the US site have
already significantly boosted performance of the site in terms of
‘stickiness’, dwell time and conversion. |