- Offer excellent response times. Try to give users at least some matches as soon as they've created an account.
Online personals services are glorified search engines. eHarmony, PerfectMatch and Chemistry.com ask a few dozen to several hundred questions and assemble a personality profile and a list of matches. Plentyoffish.com's keeps it simple and uses a short questionnaire. CEO Markus Frind says he doesn't promote it and he's disdainful of the complex matching algorithms offered by competitors.
3. Deliver an acceptable range of probable matches and offer a variety of ways to pursue those prospects.
4. Weeding out cheats, scammers and married guys.
"10% of sign-ups a day are people trying to scam someone -- or rude, obnoxious people, or spammers," Frind says. He removes ~2,000 suspicious users from the system daily. eHarmony has contracted with Iovation, which offers ReputationManager, a service that gathers information on individuals' illicit activity from online dating and other sites and makes it available to subscribers.