SANTA MONICA, Calif.--(BUSINESS WIRE)--eHarmony today announced it has achieved a 21 percent increase in subscription values due to a series of strategic initiatives by CEO and Founder, Dr. Neil Clark Warren. Dr. Warren returned to eHarmony seven months ago and brought back a relentless commitment to serve the eHarmony customers to help find the love of their life for marriage.
Key among these strategies is a new marketing campaign designed to further differentiate the company and inspire more individuals to come to eHarmony. Dr. Warren returned to eHarmony as CEO to bring the brand back to its roots and implement a comprehensive plan to expand the company’s presence and reach as the only company providing compatibility science as the cornerstone for matching millions of singles every day. This plan included the assembly of a new management team.
“We needed to build a team that has a passion and a deep understanding of the purpose and mission eHarmony was created to fulfill,” said Dr. Warren. “Importantly, the selection criteria for the management team were as much about the individual’s alignment and harmony with our purpose and mission as it was about the skill set. Both are important but we know from experience that one without the other does not benefit the company or the subscribers that depend on us to help them in their personal quest.”
Dr. Warren added a new COO, Armen Avedissian, a new CTO, Thod Nguyen, Vice President of Customer Experience, Grant Langston and Vice President of Matching, Steve Carter to the senior management team.
Growth of Company Since Dr. Warren’s Return:
By restoring the company back to its core mission of building the most successful relationship site based upon compatibility, Dr. Warren expects to increase revenues and customer subscriptions. To achieve this, Dr. Warren and the eHarmony leadership team have put into place the following:
- A fresh and revamped experience for users on its website
- Revised relationship questionnaire
- Personal email from Dr. Warren to former members inviting them to return
- Mobile apps that have topped 5 million downloads driving a 40 percent increase in mobile conversions
- The Matching Team is continuously refining eHarmony algorithms, harnessing the company’s expertise in big data and machine learning, resulting in even more highly compatible matches
- Achieved the highest level of retention rates in five years and increased the time members spend on the site by 51 percent
New Television Campaign
The new marketing creative is a fresh twist on eHarmony’s well-known commercials and will feature Dr. Warren in new, humorous situations. Handmade Productions created the new spots aligning with the creative direction of Dr. Warren.
“We’ve taken the elements of previous campaigns that were the most effective and freshened the concepts and situations, bringing a little levity into the discussion,” said Mr. Avedissian. “We’ll spend some time working out what markets and what networks work best for us, all while moving the business forward on every front. We constantly update our technology, our platform and our user experience, asking our customers what they want out of the eHarmony experience and then aiming to exceed their expectations. We anticipate a great future for eHarmony with more users, more couples, and more marriages than any other service.”
The new commercials have begun running nationwide and are expected to continue to build market share and overall brand recognition.
About eHarmony, Inc.
Santa Monica, Calif.-based eHarmony, Inc. (www.eharmony.com) was founded in 2000 and is a pioneer in using relationship science to match singles seeking long-term relationships. Its service presents users with compatible matches based on key dimensions of personality that are scientifically proven to predict highly successful long-term relationships. On average, 542 people marry every day in the U.S. as a result of being matched on eHarmony, nearly 5% of new marriages.* Currently, eHarmony operates online matchmaking services in the United States, Canada, United Kingdom, Australia and Brazil, and through its affiliation with eDarling, in 16 countries throughout continental Europe.
*2009 survey conducted for eHarmony by Harris Interactive.®