Up until 15 years ago, online dating was considered taboo, and online dating sites that are now a rage were in their developmental stage. However, with the advent of smartphones and GPS technology, internet dating has shed its stigma and grown into a multibillion-dollar industry. The average 30-year-old now spends up to 10 hours each week on dating apps, and almost a third of all American marriages now start online.
But what are the factors that play an important role in the success of dating apps?
In general, a user spends time on dating apps with strong emotions and many social, biological and mental factors determine how a user engages with the app to find a suitable partner. It is these factors that an app like Tinder can use to provide users a great experience and become successful.
This article will discuss those social, biological, and mental factors and how dating apps can use them for the benefit of users and app owners.
1. Social Factors
Every person wants to be in a relationship with someone who shares the same interests and temperament. A dating app can help match a person with someone compatible if it has enough information about the users.
So how does a Tinder clone app gather this information?
- Dating apps invite users to enter their “passions” or hobbies as soon as they open the app for the first time. This aids the app in determining the users’ social status. Needless to say, this is insufficient data to accurately determine the users’ socioeconomic standing and more information is required for the app to be accurate.
- As a result, it requires people to join using their Facebook account. The information on a user’s Facebook page is sufficient to properly forecast the user’s social standing.
- After that, the app groups individuals with similar interests into batches and forecasts a user’s social status based on the social status of other users in the batch.
- The app could have prompted users to provide further information about their social standing. However, it would have prolonged the user onboarding process, negatively impacting the user experience.
Although the app still doesn’t have the required amount of information, it does get enough insight to start recommending other users. How the app leverages psychology and gets more information regarding user behavior is explained in the next step.
2. Biological Factor
Since the dating app does not have information regarding a user’s biological parameters at this time, the algorithm presents the user profiles that have been deemed ‘attractive’ by many other users as soon as the users complete the sign-up process by entering all of their information.
The Tinder clone app keeps track of how the users react to different profiles and determines the users’ biological preferences based on their reactions. But how does the app make the user come back to it again and engage with it? The answer is by gamification of the experience.
- It seems a lot like playing a game when users use an app as a dating platform, replete with bright lights, loud music, and snappy tiny images. This isn’t a coincidence. Designers of dating apps are striving hard to make it seem like this — to “gamify” dating so that users enjoy the sensation of “playing” it and return for more.
- Neurochemicals are responsible for the attractive characteristics of “gamified” apps like Tinder. Endorphins, the body’s natural painkillers, are released when people play games on their phones. This can help them feel less anxious, which is fantastic, or it can even make them feel “high.”
- Since high serotonin levels correlate with happiness, programmers need to trigger them regularly to increase an app’s popularity. If an app is continuously showering the users with badges or other incentives or allows them to examine all of the badges they’ve received in the past, the creators have most certainly been trying to stimulate the serotonin system.
- Dopamine, a key component of the brain’s reward system, produces pleasurable emotions when users play one of these applications, but it quickly depletes when they put the phone down, causing them to crave the game again.
- Behavioral psychology, formerly known as operant conditioning, is also responsible for making users return to dating apps. Getting a match with another “player” is a quick confirmation that someone finds them appealing and may wish to date them. This pleasant sensation frequently motivates individuals to return to the app.
- These matches appear on a regular but inconsistent basis, which is precisely the type of “reinforcement” schedule that is most likely to lead to repetitive behavior. Even those who don’t love using dating applications like Tinder are likely to keep using them because of these minor satisfactions. Also, if users only receive a match once in a while, their dream of finding a love connection will be re-ignited, resulting in a rush of desire to act towards their relationship objectives, effectively re-directing their attention back to the app.
3. Mental Factor
The goal of all the apps is to provide a unique experience to the user and make money, and it is the same with dating apps. Since the user now enjoys the experience provided by the app and uses it frequently, the app will now try to make the user spend money.
All the users install an app with the mindset of using the free version, and it is a challenge to motivate the users to spend money within the app. But there are certain ways to encourage the users to shun the free version and one of the ways is to show the users what they are missing in the free version.
Let’s take the example of the Tinder app.
- Tinder normally does not display again the profile that the users disliked the first time. That means if they inadvertently dislike a profile they’d like to learn more about, they won’t be able to like it again.
- Users can, however, utilize the ‘rewind’ function to return to her/his profile and begin a discussion. However, it is not without cost.
- When the user presses the rewind button, a screen appears with a customized message that reads something like, “Unlimited Rewinds.” Don’t forget about the person whose profile name you disliked by accident. “Download Tinder Plus!” The Tinder app encourages users to envision what they would get if they paid for premium features.
If you want to create your own online dating app like Tinder, you can opt for the development of a white label Tinder clone app. The app must have its own unique USP and work on the concept of human behavior for maximum benefit. Only if the app wins the hearts of its users will it reward the app with monetary gains.
If you have any questions regarding the app development process, you can contact our development team at Narola Infotech for a quick consultation session.