Players on dating sites
Both brands do quite well in direct traffic because they focus on brand awareness. Match gets 29.9% of its visitors to return to the website. The split for users from social media is 38.9% new visitors and 61.1% returning.
This focus on brand awareness means that people have likely chosen the site they're going to use before they even visit the website. This suggests that Match isn't focused on using social as an acquisition channel.
If you've been in the dating world anytime since 1995, there's a good chance you're familiar with the endless options for online dating websites.
Match and e Harmony are two of the oldest and biggest players in the online dating game.
e Harmony would be wise to reevaluate their content strategy, especially around the keywords that Match owns, such as “online dating.”In one corner: Match. Dating is social, and the stigma around online dating is virtually dead.
Rather, they're doing something that engages current users of the site.
This is a bit surprising, considering the sheer number of people who use social media.
Match and e Harmony need to develop better social strategies — specifically Instagram. We know what you're thinking: “But, Instagram is for Gen Z and millennials, who don't use traditional dating websites! Hootsuite reports that Instagram has 247 million users over the age of 35. Direct traffic is often overlooked, but it's important to understand a website's direct-traffic percentage because it can help you understand how strong that company's brand is.
That age range makes up about 75% of Match's users. Match's direct traffic makes up 59.7% of its total website traffic. Its direct traffic makes up 44.3% of its total website traffic. Typically, the more direct traffic a website gets, the stronger the brand.