How to make dating apps more attractive for Valentine’s Day
Valentine’s Day is a significant holiday for individuals looking for love, and as such, presents a prime opportunity for dating app companies to attract new users and retain existing ones. So let's discuss the importance of, and methods by which dating apps can prepare ahead of Valentine’s Day to capitalize on this opportunity.
First and foremost, dating apps typically see a surge in usage leading up to Valentine’s Day. As individuals look to find a special someone to celebrate the holiday with, they typically turn to dating apps to help them in their search for romance. This concentrated increase in usage means that dating app organizations have the opportunity to acquire a significant number of new users during a finite period of time.
A dating app, however, that is plagued by bugs, technical issues and poor support will turn off potential new users. It will also frustrate existing users — resulting in decreased retention and satisfaction.
Remember the past is prologue
But be wary because dating app organizations, of all sizes, are likely to see a spike in issues spoiling the user experience across their mobile applications if this Valentine’s Day is anything like what happened during past Valentine’s Day high-volume dating app usage periods, according to a unitQ analysis.
Our analysis of 50,000+ user reviews of 50 of the top dating apps on the Apple App Store and Google Play Store found a host of issues scarring the user experience — despite dating app organizations knowing well in advance that huge chunks of revenue are at stake during this mission-critical holiday. Top-of-mind user issues impact every touchpoint of the customer journey — from app users not being able to upload photos to not getting enough matches, to getting billed for unauthorized payments. Dating app users even reported a significant increase in app crashes. And most surprisingly, a massive spike of users complained that somebody else was using their profile picture.
In light of these statistics and to ensure dating apps are in good working order, dating app companies should conduct thorough testing of their apps before Valentine’s Day. This should include both functional testing to ensure their app is working correctly and load testing to make certain it can handle increased traffic.
Dating app organizations should also ensure that their apps are optimized for user engagement. This includes establishing an intuitive, and easy to use, interface — as well as testing for a seamless app experience across devices. Support staff should be trained and prepared for a deluge of complaints, too.
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Understand and utilize real-time customer feedback
It’s critical to be aware of problems that negatively impact the customer experience. One of the best ways to identify these issues is through customer feedback, by monitoring and analyzing what your users are actually saying about your app in real time across various channels. Your customers are the ones using your products and services on a daily basis, and have a unique perspective on bugs, updates, and usability issues in various languages and configurations, across different platforms and devices — in real time
Listening to customer feedback across app store reviews, social media, support tickets, and other channels can give you invaluable insights into what features are well received, which features are difficult to use, and which bugs need to be addressed. And, by addressing and fixing problems identified by customers, you can improve key performance indicators, increase customer satisfaction, boost ratings in app stores, attract new users, and generate new revenue. In short, understanding and utilizing customer feedback is vital for maintaining a positive brand reputation, especially during peak seasons — and it can break or make your ability to retain and grow your user base.
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Adopt AI to automate capturing user feedback in real-time
When users are dissatisfied with their app experience, they tend to quickly voice their complaints through increased support tickets and negative reviews, which can harm your brand. A high volume of support tickets and poor ratings can damage your reputation and discourage potential new users from trying your product, while also causing existing users to become less engaged and more likely to churn. In today’s competitive app market, providing a superior user experience is essential for growth and success.
One way to retain customers and attract new ones is to promptly address and fix issues identified by users. However, manually reviewing and processing customer feedback from various sources such as app stores, social media, and forums can be time consuming and prone to errors, especially when dealing with multiple languages.
Every minute counts to avoid lost revenue during peak seasons like Valentine’s Day. Fortunately, machine learning and AI technology can automate the process of capturing user feedback in real-time from various sources such as the Apple App Store, Discord, Google Play Store, Reddit, Twitter, Facebook, Instagram and YouTube. This makes it possible to quickly discover and correct issues impacting the customer experience, rather than waiting for weeks or months. To become a truly user-centric organization, it is essential to have a deep understanding of the needs and experiences of the people using your product. Thanks to a Voice-of-the-Customer platform like unitQ, this is now possible.
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Embrace a Voice-of-the-Customer platform
With the right AI-powered technology and access to user feedback data, organizations can make data-driven decisions at every stage of the customer journey to ensure a top-notch experience. To increase revenue and provide an outstanding experience, it is essential to have real-time insights and actionable intelligence to identify and resolve customers’ immediate concerns and to plot future product roadmaps.
A Voice-of-the-Customer platform that includes customizable real-time charts and dashboards can break down silos between teams and enable easier collaboration, prioritization and action on customer-centric issues. As a result, teams are provided with accurate and real-time information and can focus on improving the customer experience instead of debating which data is more reliable. In addition, it is essential that your Voice-of-the-Customer platform integrates seamlessly with existing tools to speed up resolution, such as sending automatic alerts to collaboration tools like Slack or Microsoft Teams, or creating tickets in systems like JIRA and Github. Without timely access to the information they need, organizations may struggle to address critical issues that negatively impact the user experience, which may cause customers to lose patience and ultimately head to a competitor.
By taking all of these measures, dating app organizations can ensure that their offerings are ready to take advantage of the Valentine’s Day surge.
About unitQ
As the leading Quality Automation platform, unitQ empowers companies with AI-powered, actionable insights from user feedback to help them craft high-quality products, services and experiences. unitQ centralizes feedback from all sources and automatically groups it into thousands of granular categories to help organizations discover what matters most to users — all in real time. Category-leading companies like Spotify, Bumble, Pinterest, Udemy and HelloFresh rely on unitQ to drive growth, reduce churn and build brand loyalty.
With unitQ customer feedback software, including unitQ GPT, organizations can discover quality issues at the same time as their users. Know what product launches, releases or evergreen features are causing the most bugs or support tickets. Drill into the root causes of these issues by source, platform, device, customer segment and more.
Want to see how your organization compares to others? Get your free unitQ Score or book a unitQ demo today!
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David Kravets is Senior Content Marketing Manager at unitQ
