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What do users really think of

  • Do they love the site?
  • Do they hate the site?
  • What could be improved?
  • How do we compare to the competition?
Would other dating sites share this type of information with you?

At we like to be open with our users. Our thoughts are, if we make a site that people love to use, they will tell their friends and the site will grow. In other words we want our members to be promoters and not detractors. Fortunately, there is a really easy way to measure this and it's called the Net Promoter Score [NPS]. It ranges from -100 which means everyone hates the brand, to +100 where everyone loves it. A score of 0 means that people are neutral and can take it or leave it. It's calculated by asking users on a scale of 0 to 10 if they would tell their friends about the site / service.

  • 0 to 6 = detractors
  • 7 to 8 = neutral
  • 9 to 10 = promoters
The NPS score is then the percentage of promoters less the percentage of detractors. Scoring +100 is near impossible and and very high positive score would be in the range of 60 to 70. We broke from the normal process by asking our members to rate on a scale of 0 to 10 as asking if they would 'recommend' may not be right for the dating industry. Online dating is a personal and often private activity so even if someone loves the service they may not actually tell anyone about it!

Here are the results split by gender as well as a combined score: NPS score

You can see that the men are generally not positive about the site, females are considered promoters but only just and the couples are detractors. Overall the score is negative due to the high volume of male membership. There is obvious work that can done to help improve these scores.

How can we improve?

In addition to asking for a rating, we also asked what should be improved. The high level summary split by gender follows. Items in green are ones that we have addressed after first publishing these results. Orange are ongoing areas that we are making improvements but will take time. Grey are suggestions that we will skip as they already exist under and different name or at present are not possible as we don't store the required data.


More females
Like / wink button
More profile information
Want more replies
Post code search (location)
Private messages with pictures
More search options
Closer location settings
Simpler picture upload
Show online people
Less scammers
More block functions
Upload videos
Last logged on
Improved navigation
Longer messages history
Force people to write bio
More black females
Comments on profile
Latest members section
Dating advice


Less idiots
Block by age
Block users
Real-time private messages
Post registration tour
Search location rather than distance
Add images to private messages
Simpler navigation
Improved profiles
Simpler to delete messages
Ready to hookup button
Easier picture uploads
Deactivate account
Show matches
More people
Show marital status
Discussion forums
Search by username


More search options
Block certain members
Exact online status
More ways to communicate
Simpler to contact people
More users
More profile information
Advanced search options
More 1 on 1 talking
Less navigation
Show membership length

What will we do?

We will do want our members have suggested we improve! This is the simplest decision in the world. The site will be updated to address these areas and then a few months later we will run the NPS survey again and track the changes, get more feedback and improve the site again. Customer driven development is a major focus at

How do we compare?

We also asked our members if they used some of the other free dating brands and what they thought. This allowed us to create NPS ratings for the competition. We will not name them explicitly but they are all very well known brands:

online dating NPS score

The best competitor scored 0 meaning overall the members are neutral. Another competitor scored a low negative rating and the remaining two had very negative user bases. What's interesting is that non of the major brands had an NPS rating that would be considered strong.


At the moment would rank as the 3rd best free online dating site from our survey results. Our score is better than two competitors who are very large brands. We also see being 3rd as a fantastic opportunity to improve the site for our members based on their direct feedback. The NPS survey will be repeated again towards the end of 2015 and we will update the results. Thank you to each of the 695 people who took part. We will work to address all the feedback and aim to have a positive NPS score as soon as possible. If we can break into a positive score we may then be considered the best free online dating brand!

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