Match and eHarmony are two of the oldest and biggest players in the online dating game. Even with newer dating apps disrupting the industry, Match and eHarmony are still leaders in their niche.
Their Alexa ranks correlate to their revenue numbers too. Alexa gives Match a global rate match com online dating of 2, while eHarmony comes in at 16, Match is the clear rate match com online dating between these two companies, but we wanted to find out whether there were areas where eHarmony could make up ground against its much bigger competitor.
To do this, we dug into the website analytics of each company. What we found was that social media presents a huge opportunity for eHarmony. Let's set the stage to give you an understanding of the traffic breakdown for both websites: The main things to take away right off the bat is that both websites do well with direct traffic.
Noticeably absent from eHarmony's traffic breakdown is any amount of social media traffic, which should be a concern for the dating site.
Match's organic traffic makes up Its organic traffic makes up Similar to what we saw with Airbnb vs. VRBOeHarmony has an advantage in nonbranded, organic keywords. Nonbranded organic keywords are keywords where the brand's name does not appear in the search term. Unfortunately, eHarmony is a big loser in one high-volume, nonbranded keyword: It gets even worse when we compare the data from SpyFu.
Match ranks for 17, keywords. Of those keywords, Match ranks on page 1 for 4, of them.
That leads to about 3. Looking at the same SpyFu data for eHarmony, they rank for 14, total keywords, and ranks on page 1 for 5, of keywords. Those page 1 rankings look pretty good compared to Match, but all of eHarmony's keywords only drive 1. Match's social media traffic makes up 3. Its social media traffic makes up 0.
Dating is social, and the stigma around online dating is virtually dead. This combination should mean that both eHarmony and Match have the ability to get a large percentage of traffic from the social platforms. The truth is, as you can tell from the numbers above, they're both terrible at driving traffic from social.
What's even more surprising is that neither website gets traffic from Instagram. Driving traffic from Instagram is difficult for most companies, but the photo-sharing platform doesn't even appear in the top 10 social traffic referrers for either website.
Both dating sites get more traffic from the Russian social media website VK than from Instagram. It's a strange problem, and one that they can correct. Match and eHarmony need to develop better social strategies — specifically Instagram. It's a perfect platform for both dating sites. We know what you're thinking: Hootsuite reports that Instagram has million users over the age of Match leads the brand round.
Match's direct traffic makes up Its direct traffic makes up Direct traffic is often overlooked, but it's important to understand a website's direct-traffic percentage because it can help you understand how strong that company's brand is. Typically, the more direct traffic a website gets, the stronger the brand.
With Match and eHarmony, we see large percentages of direct traffic, likely because each company has spent years building up their brand. Match may have won this round, but that doesn't mean eHarmony is losing. Dating sites are a hyper-competitive industry.
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Some estimates say that there are over 8, of these services worldwide. When you consider that most sites are relatively similar, it's hard for them to get a competitive advantage. That leaves one thing as the competitive advantage: Both brands do quite well in direct traffic because they focus on brand awareness.
This focus on brand awareness means that people have likely chosen the site they're going to use before they even visit the website. That's the power of a strong brand. Match keeps them coming back for more. Match although it's a split decision. We're taking a departure from acquisition sources to look at user behavior. For dating sites, returning users are key.
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Ideally, dating sites want people to set up a profile, message people they're interested in, and come back day after day. That's why it makes sense to look at the new vs.
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But if we look at this number as a whole, it's not very insightful. It makes more sense to look at these numbers broken down by channel.