eHarmony.co.uk 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.
“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.