However, they approach customer acquisition in slightly different ways. With over 2 million people on their books, RSVP offers low barriers to entry to acquire users. Only when they wish to augment their profile or interact with someone do they need to pay. In part this can be explained by its pricing model, which provides a much more limited experience for non-paying customers.
Converting free to paid customers Once people have joined, the online dating sites work hard to convert users to paying customers. By withholding something of value. Offering a level of service for free can be a great way to get customers psychologically invested in your product. The key is to hold something back that customers value so you can entice them to upgrade. Too many businesses give themselves nowhere to go because the free service is more than satisfactory news sites, Evernote and LinkedIn are examples of being caught in this bind.
Contextualising price Both eHarmony and RSVP have been careful about how they present pricing options to their customers. In images A and C below, you will notice that both sites diminish the perceived cost by using a unit measure. In mock-ups B and D, you can see how the full price would likely impact customer selection. Your customers make snap decisions about value, which means you have a decision to make about how your pricing is communicated. While ethically and legally you need to ensure your customers understand how much they actually have to pay, consider how you get them to select an option in the first place.
Use sequencing and cost per unit to advantage where possible. Designed to attract attention The lesson? Experiment with the look and feel of how you communicate options, making sure the option you prefer customers to choose is the most engaging. Using guarantees to nullify anxiety A great way to overcome customer anxiety about a purchase is to offer a guarantee. In fact, having a guarantee policy has been found to increase purchases. Look for points of anxiety that might be putting your customers off.
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