Tinder · B2C · swipe dating app
Let people start swiping in two minutes using Facebook login and photos
Onboarding cut from ~20 minutes to under 2; brought younger people into online dating
Workedonboardingpositioning-niche
What they did
Where Match/eHarmony required 20-100 profile questions (~20 minutes), Tinder used (1) Facebook login instead of account creation, (2) photo picking from Facebook, (3) a short Twitter-like bio. Users could go from curious to swiping in 1.5-2 minutes, getting to the aha moment (a conversation with someone) fast.
What happened
Expanded online dating's market from a niche of serious daters to younger people who had never tried it.
- Stage
- launch
In their words
Sub Club by RevenueCat · How Tinder Captures More Value With Tiered Pricing and Consumables — Ravi Mehta“One, by using Facebook login, so you didn't need to create account two by having you just pick pictures from Facebook that you wanted to use for your profile three by having a short Twitter like bio.”
“And so as a result, you had a lot of younger people who had never considered online dating before, come into and use the Tinder app”
Related topics
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- Raise the price of the standalone feature so it stops stealing subscriptionsFewer lost subscriptions, slightly lower conversion, higher total revenue
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- Tinder: Keep dating free for most users so there are plenty of people to match85-90% never pay; the 10-15% who do fund the business
- Tinder: Interview users spending $100-250 a month, then build a top plan for themLed to Tinder Platinum; no results shared
- Tinder: Test many prices for each plan and add-on, country by countryHundreds of price SKUs live at once; no test results shared
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- Start at $20-30 a month; if nobody pays, fix the product, not the price
- Wispr Flow: Give a short free trial that builds a daily habit, then chargeGuest converted without hesitation; a free-tier rival he uses daily never got paid
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