Why Zoosk Wants to Make Online Dating More Like LinkedIn

The Internet dating routine is relatively straightforward, if tough to progress from step to step: Make a profile, find some dates, pick a mate, get offline.

 

But the dating site Zoosk wants to change that by incentivizing its members to stay online after they’ve found romance. The company is beginning to unveil a host of new features and services designed to make its service more sticky.

 

“I use the example of LinkedIn versus Monster,” co-founder Alex Mehr said in a Valentine’s Day interview. “Monster just focuses on the job-seeking phase of your professional life, whereas LinkedIn covers your entire professional career. We want to provide a service like that for your entire romantic life.”

 

Mehr said that Zoosk will be able to do this with relationship-enhancing bonuses such as reminders of key dates including birthdays and anniversaries, deals on events and activities for two, and advice centers for couples.

 

While Zoosk is looking to add a new twist to the online dating world, the site is already successful. Founded in 2007, it now claims some 15 million monthly active users and company representatives say that its sales revenue surpassed $90 million in 2011.

 

Zoosk works differently than most dating sites already, Mehr says. It integrates a variety of social networks as well as functionality as a social network of its own with a news feed and interest graph. But it’s the new features, set to debut over the next month, that Mehr thinks will truly set Zoosk apart.

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