EHarmony makes its questionnaire optional to get hip with the times

EHarmony makes its questionnaire optional to get hip with the times

eHarmony, the OG dating site that focuses on lasting relationships through compatibility, has today announced that it’s ready to hear about what the kids are calling it these days.

Under new CEO Grant Langston, who has been at eHarmony since before it launched, the company is taking a fresh look at its product to ensure that it’s keeping up with the times.

“At eHarmony, we’re about helping people get together for reasons that really matter,” said Langston in an interview with TechCrunch. “Science tells us that our product works, and we don’t want to change that. But the way we deliver it feels a bit dusty to me.”

Since 2000, the company hasn’t changed the way it brings on new users. That is, all new users go through the eHarmony questionnaire — complete with 149 multiple-choice questions — before they’re ever allowed to see their matches.

New users will now be able to get on the site and check matches without completing any of the questions.

Given that eHarmony made a name for itself using this questionnaire (and the compatibility scores that are generated from them), this is a big move. But Langston says that it’s much easier to evangelize compatibility and the power of the questionnaire to users who are already ‘under the tent’ then it is to send out emails to folks who abandoned the questionnaire halfway through on-boarding.

The hope is that, once on the platform, users will see the benefit of answering all 149 questions in the form of the people they match with.

Obviously, this opens the door for more casual daters to prowl eHarmony. But Langston says that the site has notifications and opt-outs for folks who only want to be matched based on eHarmony’s compatibility scale.

It’s also worth wondering if this is merely a short-term push for sign-ups, and whether or not new users will actually go back and take the quiz once they’re on the site. Continue reading «EHarmony makes its questionnaire optional to get hip with the times»

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