Posted by tina on Sep 22, 2015

 

online dating merchant accounts

Online dating merchant accounts.  Get the payment processing you need to protect and grow your business.

Online Dating is Mainstream

Finding a partner through a dating website is increasingly common and socially acceptable. Not long ago, online dating had a certain amount of stigma associated with it. However, perceptions have changed considerably in the past years.

According to a Pew Research Center poll, in 2005, 44% of the people included in the study believed that online dating is a good means of meeting people. In 2013, when the same question was asked, 59% of respondents had a favorable opinion of online dating.

Another intriguing development that brings online dating into the mainstream is that in 2005, only 43% of users met in person with someone they found on a dating website, while in 2013, the percentage increased to 66%.  

The bumpy road of online dating is still not over, as its widespread use means that it attracts some unsavory “patrons” as well.  In spite of the best efforts of website administrators, dating scams are everywhere. Thankfully, scammers rarely display creativity in their endeavors, so the vigilant, informed users using well-run online dating sites will find little problem in avoiding them and enjoying the benefits of the online dating.  

In short, the popularity of online dating has increased steadily, especially among people in the 25-34 age group which accounts for 22% of the total number of users.

Dating Sites & High Risk Payment Processing

Dating sites need to accept card payments.  Yet many banks consider online dating to be a high risk industry due to potential risk for chargebacks.  

Fee-based dating websites have a large pool of users who feel motivated to participate, pursue, and develop their relationships because of the investment they make when joining the site. In addition, the versatile partner search options creates a better overall experience.  Paid online dating websites are seldom targeted by fraudsters because users need to provide card information and their identity can be verified. 

The bigger issue is "friendly fraud".  This occurs when members of the dating site chargeback a legitimate transaction claiming it was not authorized or the product was not as advertised. Imagine how many people get frustrated when trying to meet a mate online and then blame it on the dating site.   

Let's face it, these days many consumers know how to play the chargeback game.  And merchants are left holding the bag.   

In addition, most dating sites have business models based on recurring billing .  Recurring payments increase customer satisfaction and give you a steady cash flow.  Yet, if not correctly implemented, recurring payments can lead to chargebacks from customers who do not want to use the service anymore and claim they were not aware payments were recurring. 

Increase Retention with Echecks 

Most dating sites have recurring billing models.  Members pay for membership on a time interval basis, generally a monthly subscription.  

Electronic checks increase the lifetime value of customers to you.  Bank accounts are rarely changed.  Meaning that recurring payments continue without interruption.  

Compare this with card payments.

Each year, one in five cards are reissued.  Each time a card is reissued you need to get updated payment information for a recurring billing transaction to be approved.  

It takes time, effort, and money on your part to update payment information.  And each time members are contacted, it gives them an unnecessary opportunity to cancel their membership.   

Conclusion

Online dating is now mainstream.  Millions of couples meet online every day.

Fast, reliable online payments is are essential for the success of your dating website. Yet, dating sites are considered high risk merchants by banks and processors.  

Diversification of accounts is a prudent strategy for high risk merchants.  Helping assure you'll always have the payment processing volumes you require to run your business.  

Accepting echecks at checkout in addition to cards gives members another convenient way to pay.  And increases the lifetime value of customers by stabilizing cash flow from recurring payments.    

Do you need payment processing for your online dating site?  

Contact info@paynetsecure.net today.