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EHarmony mobile conversions up nearly 40pc year-over-year

EHarmony is seeing a significant increase in mobile registrants who buy a subscription.

Additionally, the company saw a 25 percent increase in the number of times users accessed one of its apps compared to this time last year. According to eHarmony, the increase in mobile growth is due in large part to consumers becoming more comfortable making purchases using their smartphone devices.

?The improvement in mobile conversion can be attributed to a few main factors,? said Ashley Lewis, director of product management of mobile group, eHarmony. ?First, we've done a lot to optimize the mobile acquisition channel including marketing opportunities along with an improved sign up and purchase flow.

?Second, we've launched an entirely revamped version of our iPhone application focused on delivering a premier user experience,? she said. ?Finally, the continued growth of the mobile ecosystem is driving users to feel increasingly comfortable making purchases using their mobile device.

?We expect to see continued improvement as we iterate on our Mobile Web and Android experiences and grow our tablet support.?

Mobile growth
Over the past year, eHarmony has been looking at ways to make the mobile experience seamless for its subscribers.

The company?s mobile repertoire includes an optimized site. EHarmony also rolled out a mobile application update a few weeks ago. The company first launched its app in 2010. 

According to the company, creating user experiences optimized for format ? including smartphones and tablets ? is essential in driving subscriptions.

?We are seeing a growing number of subscribers accessing their accounts through their mobile devices with more conversations taking place through mobile,? Ms. Lewis said.

EHarmony has seen a boost in mobile registration and has found its subscribers interacting with the company more through their mobile devices.

This year, more than 50 percent of the communications sent and responded to were from mobile devices.

Additionally, the span of time that people are able to check in on their matches and communication has changed from twice a day from their home computer to over 5 or more times a day through mobile.

These sessions are generally shorter than desktop sessions, but lead to quicker response times and increased communication activity, per eHarmony.

?Mobile is very important to eHarmony's overall initiatives,? Ms. Lewis said. ?We want our users to be able to communicate with their matches in whatever manner is most convenient for them ? whether that's on their smart phone while on the go or on their tablet at home.

?We want to be everywhere that our users are, and we continue to invest in ensuring multi-platform support,? she said.

?As we continue to see the rise in smart phone adoption and mobile search, we see this as a vital platform for future growth of the business.?

Final Take
Rimma Kats is associate editor on Mobile Marketer, New York