To boost engagement and grow the user base, I massively revamped the entire platform and implemented several innovative strategies (remember, this was back in the early 2000s, long before “gamification” and “freemium” became industry terms and standard practice):

Freemium model

At the time, the norm was to force users into paying upfront for access or offer them a short trial period (typically around five days), after which the user would lose access to the platform and the account would become inactive.  This boosted the total number of accounts for the business to shout about, but at the expense of negatively affecting interaction rates.  My strategy was to allow for free users and find ways to keep them engaged on the platform, thus boosting activity for paid users, which improved their retention rates, and using both paying and non-paying users to interact with the free users, resulting in significantly higher conversion rates.

Rewards (gamification)

I introduced a rewards system where users were encouraged to complete tasks, such as filling out their profiles, engaging with other users or marketing the platform on our behalf.  In exchange, they retained free access to the platform and were given ways to engage with paying members. This approach not only improved overall user data but also turned our members into ambassadors for the brand, marketing our service even before they were fully committed.

Flirts (early “likes”)

Before likes or pokes became commonplace, I launched a feature that allowed both free and paid members to send “flirts” tp each other using animated GIFs resembling emoticons (a style that was just gaining popularity). Paired with ice-breaker questions, this feature created lively interactions. Notably, responses from paying users were hidden from free users unless they subscribed, which further incentivised upgrades and boosted engagement.

Microtransactions

Long before microtransactions were a standard revenue model, I implemented a system where free users could purchase premium interactions, such as sending messages, viewing additional photos, or accessing special flirts. This approach provided enhanced engagement at a higher price point, driving additional revenue from users who would typically have bounced.

White label services

As a team, we came up with the idea to develop a customisable version of our platform (white labelling) that we offered to various communities at no cost. By filtering our existing user base by interest-specific criteria (for instance, pulling only music lovers for a music magazine’s dating site), we automatically populated these new sites. This tactic allowed brands and communities to overcome the typical startup hurdle of building an active user community while also enriching our network with additional and diverse profiles.

Expanding to the general public

We soon discovered that the broader public was interested in dating members of uniformed professions, whether for their perceived respectability or the novelty factor, so I adapted the platform to accommodate this new demographic while still catering to our core users. Through continuous data analysis and feedback, I was able to strike the perfect balance, optimising the experience for all.