Very well managed, new, clean design makes it more appealing to navigate. When you click for more info you’ll more often than not end up with info boxes that you need to fill in before you can advance to the pricing info.
It’s a softly, softly approach – excellent for those new to internet dating or nervous about entering the melee, or using a fast-food dating app like Tinder.
It seems unavoidable that if we have filters and tick-boxes for features and likes or dislikes, we could be cutting off literally thousands of potential suitors because of something we might have thought minor or irrelevant if we met in the flesh.
And, by the way, the tick-box that chooses whether you’re shown people with children or not can have an even more dramatic result, with 90% of the people I asked (a straw poll of 10 in the office) saying they’d chosen not to be shown people with children.
But too many filters and rigid check-boxes can have you dismiss huge numbers of people at once – something that apps like Bumble, Happn and Tinder tried to do away with (though that brings its own set of issues).
One 5ft 10in friend reports she saw only 400 potential men to browse when she logged in to e Harmony is another massive player, with 3 million users signed up.