22 May, 2013

Are you ready for the Bank Holiday weekend?

The Bank Holiday weekend is fast approaching, and with it comes the inevitable increase in traffic that dating sites typically experience.

As always, the WhiteLabelDating.com Comms team are poised to send out a number of enticing offers to encourage existing members to sign up to the paid service over the long weekend. There are also plenty of opportunities for you to take advantage of the increase in traffic and increase your ROI with new member offers, price trials and PPC optimisation.

Setting up offers for new members

If you have a way of speaking to new members outside the WhiteLabelDating.com platform; whether it’s through advertising, social media marketing or your blog; launching an offer code could have a profound influence on your registration rates. Your WhiteLabelDating.com Partner Manager can create an offer for you.

There are 3 different types of offers available, each of which can be tailored to suit each site’s individual needs.

  • Fixed Cost: Members are offered a discounted price per month when they pay upfront, e.g. a new member would pay £5 for a one month membership, or £100 for a 12 month membership. The offer amount is entirely customisable, and as with all offers, can be unique to a particular price package.

  • Percentage Discount: Members are offered a percentage discount e.g. ‘50% off’.

  • Package offers: An example of a package offer would be ‘buy 2 months, get the 3rd free’. This offer is designed to provide a greater Lifetime Value (LTV) from members by encouraging them to stay with the site longer.

If you’re interested in setting up an offer, speak to your Partner Manager for advice on which options will be most beneficial for your site.

Trial offers

Within every site payment page, members are given the option to sign up for 1, 3, 6, or 12 months. We’re able to highlight certain packages, i.e. 1 month or 6 months, depending on which one we want members to notice first; this is usually the best converting option.

On selected sites, “Trial Payments” can be set up to allow members to sign up for a limited period of time at a very low price point, for example, 3 days for £1.99. This encourages sign ups and means that members will re-bill within a short period of time.

Trials like this work well on sites attracting a younger demographic, who are historically less willing to pay premium rates for dating services. By using a trial offer, members are able to experience the benefits of premium service, thus increasing the likeliness of them converting to full members.

PPC optimisation

A key tool for any profitable online dating business, PPC (Pay-per-click advertising) is widely used by WhiteLabelDating.com partners and is a reliable way of attracting traffic to dating sites.

In light of the recent Google AdWords upgrade to Enhanced Campaigns, the tool is becoming increasingly user friendly; you now have the option to further optimise by tailoring your ads to specific devices in one campaign. Members are even more likely to be using their mobiles to date-on-the-go over the Bank Holiday weekend, so ensure that your campaigns are prepared to greet them.

With the predicted uplift in traffic just two days away, consider increasing your campaign budgets to meet consumer demand and ensure that you don’t miss out on any potential clicks or conversions.

If you’d like any further advice about setting up offers, PPC or adjusting your budgets, get in touch with your Partner Manager today.

Frazer Comley, Partner Manager @ WhiteLabelDating.com

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