Prepare your dating business for the New Year


In the world of online dating, Christmas and the New Year through to the end of January is the time to be hitting the market hard. With both click through rates and member propensity to upgrade extremely high there isn’t a better time to up your bids and get your ads in front of an online audience looking for love – and willing to pay for it!

As another year draws to a close it’s time to plan the year ahead and work towards your campaign goals. What’s on your list to make 2020 an even better year than 2019? No matter how big or small, setting goals is vital. Work with your Partner Manager to put together a series of 3 month plans. Remember, it’s not set in stone. You can review, refine and tweak these throughout the year.

So you can put an effective plan in place and make it worthwhile, we’ve put together a few questions you need to ask yourself:

The basics – what happened in 2019?

Looking back on the previous year, what worked? What didn’t work? What can you learn from these things?

What will 2020 hold? 

How are you going to expand your network in 2020? Do you have sites set up in all territories that we operate in? Do you have cross-sell set up between your sites?

Are your campaigns optimised?

It’s vital to test campaigns, have multiple versions of ad copy and keywords plus separate, device-specific campaigns. You can then analyse what is working effectively and generating the best possible ROI.

If you’re using Google, we’ve got a tool that will help immediately. Setting up Postback Tracking for your Google campaigns is crucial –  you can’t make effective marketing decisions if you can’t view an accurate ROI. Postback sends all payment data back into Google so you can optimise directly from there. 

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Is it time to refresh your design and site price? 

This doesn’t mean completely redesigning your site or drastically increasing or lowering your sites prices. This can range from testing a colour, an image, a reg form or even testing a CTA (remember, only one at a time so you can see which change is making the impact). We recommend a series of changes one after the other. These should be ongoing – testing never stops! If you’re worried that a new design might deter members, run an A/B test to see which one achieves better sign up and conversion rates.

Have you put your sites on a rate card to test price points? It might be that your customers are willing to pay more for their membership.

How will you expand your marketing?

Do you have any ideas for marketing campaigns targeting your existing basic members to increase conversion rates? We are always open to ideas and our Member Engagement team always love to hear feedback from our partners.

If you have sites operating in international territories outside of the UK, ensure that you know when those countries celebrate national holidays. Have holiday appropriate marketing copy at the ready to engage your members.

Plan, plan, plan…

Remember, planning is the key to success, so use it. Plans can change and you need to be reactive to what your members want, so it’s important to be flexible and make decisions that are going to generate you the most revenue in the long term.

Work closely with your Partner Manager to put some goals in place and work together to achieve them. 

The team at White Label Dating would like to wish you a prosperous New Year!


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