New data from senior dating site Lisa50 has revealed the benefits of allowing members to search for profiles with high levels of activity.
A new index measure, taking into account a variety of inputs related to engagement, was developed and added to the app as a way to sort search results.
Following its introduction, the percentage of messages read on the site jumped from around 70% to above 85%.
David Minns, Founder of parent company DM CUBED, told GDI: “Dating sites typically order search results by distance or online status but this doesn’t help users target messages to the people most likely to reply.
“At DM CUBED we have therefore developed an additional sorting option of ‘Activity’, this algorithm looks at last online time, push notification / email status as well as several other markers. This generates a score by which search results can be ordered. The algorithm’s goal is to show the people most likely to reply.
“Since GDPR the opting out of alerts and notifications has become clearer and simpler. Businesses who comply now have a large percentage of users who are detached from their dating sites. If they don’t login, they have no idea messages are waiting.”
The suite of brands under DM CUBED, each of which share the same technology stack, will all be able to benefit from the product improvement.
The group includes Butterfly, a new platform for transgender singles looking for connection. 34% of the user base is trans, while 43% is cis male and 23% is cis female.
It also includes Saucy Dates – a casual dating platform which, in October, published a range of insights into user safety.
Visit the Lisa50 website here.