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"How can we improve this business so that people who come to us and don't find the person of their dreams are still satisfied with the experience? Part of e Harmony's answer to that question has been refining the site's matching algorithm.In the beginning, about 16% of users who completed the questionnaire would receive a notification telling them the site couldn't make any matches for them.Langston is the first to admit e Harmony needs help.Though the company essentially pioneered online dating a decade and a half ago, it has since fallen far behind the pack."You have to ask yourself, Does it correlate to better relationships?" That answer will come with further testing over the next several months.The company is also making other small fixes attempt to help the app feel fresher.Due to decreasing numbers of older users, e Harmony dropped its Guided Communication feature, which offered prompts to help users start chatting.
"At this point, it seems very likely that it will be an important way to match people," Langston says of using humor to pair daters, but he adds that isn't the final step.
Set against a backdrop of freemium dating apps, e Harmony's model may seem overly demanding.
You can fill out the questionnaire and get matches for free, but you have to subscribe to see their photos or talk to them.
A monthly subscription costs .95 per month, while a six-month subscription amounts to .95 per month.
People who pay for Tinder's premium service, Tinder Plus, are charged no more than .99 per month. Langston says e Harmony has built up a loyal subscriber base over the years — generally people who have drifted in and out of the dating pool.