Is your Dating Business Prepared for the Bank Holiday?

As we all know, we have an extra long weekend coming up at the end of this month in the form of a lovely Bank Holiday. Not only should we all be getting excited about having an extra day away from the office, but also because Bank Holidays are always a great time for us here at, usually meaning an increase in sign-ups and initial payments.

Last year’s August Bank Holiday brought some very positive results. Comparing it to the previous weekend, there was an uplift in basic registrations by 15% and an impressive increase in initial (first-time) payments reaching almost 70%! This increase can be attributed to a members having more time to spend online, but also coincides with the Bank Holiday marketing, communications and special offers.

The recent promotions campaigns that we ran to coincide with the Olympics are a testament to the effect of strong email marketing. The campaigns resulted in an increase of peaked members online of between 30-35%. This is great news both for user engagement and therefore, conversion rates.

As a partner, now is a good to time to review these stats and start to think about how you can make the most of the next, fast approaching August Bank Holiday. There are a number of steps that you can take to make sure you are prepared:

1. Work with your Partner Manager to ensure that your campaigns are fully optimised. This will enable you to drive a better quality of traffic, who will be more likely to interact with any offers that are running.

2. Look through previous campaign tracking in the Partner Portal and identify which sources have driven the best quality traffic for you in the past. You should look at not only the visitor to basic registration rate, but also out of those basics who went on to pay a subscription. This will allow you to see where you need to focus your budget, in order to achieve the best ROI.

3. Use social media channels to your advantage. If you already have a Facebook page and Twitter account, be sure to update them with news of the upcoming special offers. You need to ensure that your user base is fully aware of promotions that are just around the corner; this could be incredibly helpful boosting that all important full member count.

4. If you have a blog, why not use this opportunity to create a Bank Holiday related post? In providing blog content that readers will find useful, interesting and engaging, you’re more likely to build up a consistent following that will keep them coming back. This also improves visitor retention, traffic generation, keyword proliferation, link building and overall search engine visibility.

These are just a few ways to make the most of the upcoming Bank Holiday; the opportunities are endless. Remember: the more basic members you can attract to your site, the more potential full paying members there are. With last year’s Bank Holiday drawing in a 70% increase in initial payments, what are you waiting for?

To find out more about the special promotions or for advice about how to prepare your sites, contact your Partner Manager today.

Jessica Dimsdale, Partner Manager.

Spread the love