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Boasting “sophisticated and highly-educated singles”, it attracts a more mature audience than Badoo and Tinder. New members must first complete a personality test before filling in a personal profile where they can also upload photos.
With more than 6 million weekly readers, The Guardian is the third most popular newspaper globally.
In addition to bringing singles together, the site also styles itself as a guide to the best cultural events in Stockholm, Gothenburg and also Malmö, where the site was founded. Targeted at foreign professionals working in Sweden, The Local’s very own dating site is an expat dating community of around one million members.
The registration process is quick and free after which you can take a few tests to help match you with compatible singles in your area.
The paper’s strength lies in its strong “digital-first” approach and data-driven culture.
They have been testing with Optimizely since early 2012 to grow online readership.
But don’t be too picky or you’ll find your options are limited.
It might not be scientifically accurate but as one reviewer expressed it: “there’s nothing like the thrill of getting a message from a 97 percent match”. Despite the English name it is in fact one of the most popular dating sites in Sweden for Swedes, with over 230,000 active members. Through the site’s search function you can search for people with the same interests as you, as well as criteria such as height and age.
As a dating site, Soulmates’ primary goal is to convert visitors into paid subscribers.
They drive a majority of their traffic directly from ads placed on The Guardian’s news pages.
All profiles are screened before they’re put up on the site. In order to be approved you have to have an annual income of at least 500,000 kronor and assets of at least 3 million.
Founded in 2012 in Sweden, Mindalike has been described as a kind of “exclusive club”, and no wonder. Your credentials and income will then be checked out by the site’s staff.
The Guardian uses A/B testing across many of its webpages and properties.