Common mistakes when working with the dating vertical
We’ve compiled the most common mistakes in the dating vertical for you, and we caught ourselves thinking that it’s almost the same as date faux pas.
1. Lack of language adaptation
Creative should be created in the language of the user’s browser. It’s not just about translating text, but also about adapting cultural nuances and context.
Imagine that you have a date with someone from another country. You may speak the same language but not understand each other because of the difference in culture and mentality.
It is equally strange to go on a date and talk only about yourself, not being interested in your partner’s life and interests.
2. Audience segmentation is not set up
Segmentation by gender, age, and demographics in the relevant geo directly affects conversion.
For example, a dating ad for the elderly will not be interesting to young people. Usually, each age has its priorities – activity, reliability, etc.
Without segmentation, you run the risk of meeting someone who is looking for a serious relationship when you are only looking for a light flirtation.
3. Lack of gamification
User engagement can be increased by modifying the usual design and adding interactive elements. For example, you can add a dating quiz to determine what type of partner is suitable and make the process more interesting.
Otherwise, it will be as boring as a date with a person who sits silently and makes no attempt to start a conversation.
4. Aggressive creatives that do not reflect the product
Traffic is extremely negatively affected if the preview and landing page do not match the advertised content. Don’t mislead people!
If the preview says “Meet supermodels!” but it doesn’t, it’s better to use “Meet interesting and nice people!”.
After all, it’s wrong to come to a first date and hear about a star from heaven and lifelong loyalty, or vice versa, to promise mountains of gold that you can’t deliver.
5. Irrelevant marketing techniques
Countdown timers, geolocators, and full-screen buttons no longer work. Do not use outdated methods that no longer impress anyone.
You shouldn’t give a girl roses if she doesn’t like them, chocolate if she’s allergic to them, and blonde care if she’s a brunette. Attention to detail is required everywhere.
6. Insufficient organicity of the funnel
Since the funnel serves to warm up the user, each of its elements should logically continue the previous one. For example, after registering a user, you can offer them to take a compatibility test or fill out a questionnaire.
You wouldn’t propose marriage before meeting someone, would you? First, you offer candy bouquets, and then you take serious steps.
7. Irrelevance
Trends increase ad conversion. Follow fashion trends to keep your ads relevant.
Making an appointment with a person when they left town 3 days ago, giving a CD or MP3 with songs by a singer you liked 15 years ago, or storing photos of you and them on floppy disks… well, you get the idea – it’s not relevant.
Be original!
Don’t write too much text. Your task is to interest the user from the first words.
Use high-quality photos: visual content plays an important role in the dating vertical. Follow your competitors, and analyze their creatives and strategies to learn from their mistakes and achieve better results.
Remember: it is important for webmasters not only to deepen their knowledge of building funnels but also to study targeting and statistics analysis in detail.
Using these tips, you will be able to create effective dating campaigns that will attract more traffic and conversions.
