Match Aims to Make Online Dating More Female-Friendly

Match.com
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Match Group has a new CEO, and she’s determined to provide a better online dating experience for women. In a recent interview with Marketwatch, Mandy Ginsberg revealed that Tinder will be debuting a new feature that lets women choose whether or not they want to make the first move. She has female-friendly plans for their other properties as well, including Match and OkCupid.

Tinder’s new feature competes directly with dating app Bumble, which has seen incredible growth since its debut. Bumble differs slightly in that women automatically get to make the first move, rather than choosing.

Ginsberg has also launched a new campaign for OkCupid that “emphasizes shared hobbies over hookups.”

The #MeToo movement has sparked an interest among companies to create products that appeal more to women. This is especially true for online dating, which has traditionally been geared towards preferences for male users (like swiping). Ginsberg hopes to take her tech background and create a better experience for women, and one where they don’t have to deal with harassment.

On the new Tinder feature, Ginsberg said that she wanted to give women the choice of whether or not to initiate conversations, because sometimes they don’t want the pressure of making that first move. This gives them power on the app that they hadn’t had previously. Tinder is also testing new features with added rich content to get people to strike up conversation past the first swipe. Users have a tendency to swipe right and then the matches go stale, primarily because these users continue to swipe without really engaging with each other.

As for OkCupid, Ginsberg said: “we started a campaign called “DT____,” so “down to farmer’s market,” “down to fiesta,” etc. The idea is that women don’t want “DTF,” so we’re twisting that on its ear and making that an own-able concept.”

So far, her strategy has worked for OkCupid. The app has seen a 20% increase in new female users, and as she points out, this indicates a demand for services that speak to what women want in the dating experience. They are still in process of testing the new features for Tinder in limited markets.

Ginsberg is also focusing on Match, which has an older clientele than Tinder or OkCupid (mainly those aged 35-50). Many are coming out of long-term relationships, and need help getting back into the dating pool. She envisions adding extras to Match to “check in” with users, much like a diet app that asks how much water you’ve had that day or if you’ve been on a run. In other words, more guidance along the way to help users feel comfortable.

Ginsberg took the helm of Match Group Inc. in January. For more on this service you can read our Match review.