Farmeronly
D ating a farmer is no joke. Just ask Jerry Miller, founder of FarmersOnly. But Miller is thrilled when people stumble on his delightfully goofy commercials for the site. These days, he can rattle off the celebrities that have gently poked fun at the site and its advertisements from Ellen Degeneres to Carrie Underwood to Carmelo Anthony. Miller, who works in agricultural marketing, got the idea to start the dating service when he kept meeting lonely farmers through his work. Living in a rural area where the nearest neighbor is miles away and everyone knows each other does not leave a lot of dating options.
FarmersOnly Review
We just launched engagement data! Although Peter says he would prefer Match. A few design tweaks would be good think OkCupid's design , but the company is clearly doing something right.
If you are looking for ways to meet someone special online, you're not lacking options. Bumble, Christian Mingle, Tinder, eharmony, and Zoosk are just a few popular dating apps and websites. In today's Pricing Page Teardown we are reviewing two profitable, but very different, dating sites — the generalist Match. Although Match. Whereas Match. Those without a tractor or at least an affinity for the country life need not apply.
Let's take a look at their price strategy and discover how it relates to their buyer personas and registration process. In addition to having different target markets, Match.
The design of Match. However, it takes time to fill out all of the information. By the time you get to the pricing page, the differences are not very clear in terms of package benefits and are somewhat misleading.
For example, Match. But in the small print above, it's discovered that these features are not included in the basic plan. As Peter says, it's a little trickery from a design perspective.
This misleading design tactic is an annoying pattern that is often the case with website sign-ups and another argument for functionality over attractiveness. In addition to being misleading, the plans are also confusing.
Another interesting thing to note with Match is that photos of people already on the site are presented before you even finish signing up.
It serves to play on your emotions. You can only see all of these people if you complete registration. To really do anything on the site such as communicating with other members, you have to pay. It's not difficult to see immediately who FarmersOnly is targeting as the website has a very straightforward design. If the audience is not apparent just based on the company name, the website provides a good indication. Aimed at singles who live in rural areas, FarmersOnly asks for standard contact information and dating preferences before taking you to the pricing page.
Although not extremely beautiful from a design perspective, the process is clear and functional. Benefits are clearly listed at the top of the page for upgrading. It's also not a hassle to sign up, which seems important considering who they are targeting busy farmers and people working outdoors. Both sign-up processes for Match.
If you're looking to find a farmer, rancher, cowboy, cowgirl or animal lover, FarmersOnly claims to be the place to go. While there have been other companies who have tried starting niche dating sites such as for vegans and dog lovers, FarmersOnly has successfully honed in on a specific, but wide audience. That said, there are very stark differences between FarmersOnly and Match in terms of population density. When we asked 2, current and prospective FarmersOnly and Match. It's interesting to find that the rural audience is almost 2X less willing to pay for Match.
This data suggests that the market is only interested in dating sites if they're specialized. We've seen these location-based pricing preferences before. When we tore down The New York Times pricing we found that metro-livers were more willing to pay for the newspaper than country-dwellers. This is more evidence that location is a fundamental component of pricing. Although the site is targeting a wide range audience, Match needs a massive base to justify this, whereas FarmersOnly's niche is easier to defend.
FarmersOnly clearly understands who they are marketing to and shows the power of the niche. The willingness to pay for Match. Again, this data demonstrates how Match is after a generalized audience. In terms of age, we found that, just as with our Tinder vs Bumble comparison, males are typically willing to pay more for dating services, while females are generally more inbound.
As Patrick explains, the range here for females is lower than the range for males, but the FarmersOnly's niche is basically protecting the bottom line and then it becomes a measure of the total adjustable market. This suggests that both genders are willing to pay to find someone who matches their lifestyle, giving FarmersOnly the ability to build a sustainable business.
Match, being generalized, needs to get more people on their site. A bottleneck is created when the female audience is not really willing to pay the upgrade prices. The site can only work effectively if both males and females have similar membership plans. That's why Match, I believe, owns Tinder.
Age plays a significant role with dating websites. As you get older, your willingness to pay for dating increases. Look at the significant range with age on Match. Apps like Tinder and Bumble are aggressively competing for this segment. What's interesting to note with FarmersOnly, the base of the site is lower than those who are older but it has a really good heavy floor.
This demonstrates the power of the niche and why you've seen various niche sites popping up, such as Christian Mingle. Generalized dating sites have to get to a critical mass in order to build a really good business. Sites like Hinge are working to fix their focus and even Bumble is doing things in addition to dating such as looking at the entire relationship.
Most dating sites and apps, rather than going completely niche, are going niche from an experience standpoint. Lesson learned: Don't be afraid of the niche. If you have a high enough target market, there can be a higher willingness to pay than the general type of user. FarmersOnly can use this knowledge to go into different niches. Founder Jerry Miller has already created another niche dating site called CurvesConnect for people with extra curves. Also, understand the segments of your customers and their willingness to pay.
As with FarmersOnly, this will guide how you advertise, your content, policies, etc. Tags: design , price localization , buyer personas , pricing tiers , pricing page teardown.
About Plans Blog. Tearing Down the Pricing of FarmersOnly. The Anatomy of Pricing Strategy An in-depth guide to understanding and optimizing your recurring revenue pricing strategy.
Farmers, ranchers, agriculture students and livestock owners can meet on rainbowconnections.co.nz, a social network that has made at least (farmer) marriages. Miller explained to me that the reason he started Farmers Only in the first place was because of a female farmer he met. She had trouble meeting.
Mullet Mating Got a mullet, want to date someone with a mullet or both? No one will judge your funky 'do on MulletPassions. With the "Twilight" craze upon us, there's no denying that there are real? They find each other on VampireSocial.
BBB serves as a place to resolve marketplace issues between businesses and their customers. During the current COVID state of emergency, BBB will focus its efforts on dispute resolution and reviews about transactions and services the business can control.
FarmersOnly is a niche dating site that aims to help rural dwellers find dates with singles who understand their lifestyle and uphold the same values. FarmersOnly, launched in , was conceptualized to bring together people who enjoy "wide open spaces and blue skies".
FarmersOnly Review May 2020
By the way, that tagline's totally not fair to say because plenty of city folks like me were once country bumpkins themselves. But listen, I get it. When a friend told me about the dating site recently as a joke, I thought it sounded hilarious, sure, but I was also intrigued. One of the many types of men I've always thought would make a great match for me is a nice southern boy, the kind who looks hot in a plaid shirt, plays guitar, and loves his mama more than sweet tea. Why is he chewing wheat? I don't know.
FarmersOnly.com TV Commercials
Niche dating site Farmers Only initially gained traction through a series of YouTube videos that showed official advertisements for the site in Although mainstream media and celebrities poked fun at the ads, they did broadcast the site nationally, and gained the dating service over 5 million users to date. The online dating site features an incredibly simple, 4-question registration process, making it easy to get up and running in less than a minute. Once logged in, users receive an auto-generated username, which can later be changed, and have the option to add more details about themselves and who they are looking to meet in their profile. The site provides a decent number of filters to search by, such as body type and religion, allowing users to really narrow down their search results to profiles of members they want to see. The dating platform features both Android and Apple apps, while the mobile and desktop site alone attract 2. The iOS app has a 5 out of 5 star rating based on reviews, while the Android version holds 3 out of 5 stars based on reviews. Farmers Only is one of those dating site that is designed exactly for what its name entails. The site boasts an impressive blog full of success stories, tips, recipes, and more, as well as an online store where users can purchase Farmers Only gear. Finally, a FarmPhone secure texting service is available that allows users to text message each other while maintaining the privacy of their phone number and converts on-site messages into texts so users can quickly respond to incoming interactions.
We just launched engagement data!
Reasons for BBB Rating. We go out of our way on the upgrade page to show you exactly how much you will be charged up upon completion of the transaction.
Farmers Only Review
In the service really got a boost when their YouTube videos showcasing comical TV commercials got picked up by the mainstream media. With the increased publicity FarmersOnly went viral and now has over 5 million members since launch from all over the United States and Canada. It is popular with ranchers, farmers, and just plain country folk who enjoy the outdoor rural lifestyle. If you are a city slicker don't bother joining, as this dating site is not for you. Living in the country means your neighbors can be far away making it more difficult to find a compatible partner. FarmersOnly solves this problem by allowing members to find the singles closest to their location using technology to bring people together instead of relying on traditional methods of meeting other singles through family or friends. FarmersOnly have hundreds of current success stories published on their blog showcasing the fact that their dating service works and is popular with those who are outdoors-oriented and enjoy the traditional farmer lifestyle and values. From our research, Farmers Only is the most popular dating service in its niche with Farmers Match and Farmers Dating being the main competition. An app for Android is also available and has a 4. There are usually at least 20, users online at FarmersOnly at any time. A user is considered online if they are logged in. It is unclear if the user has to be actual active within a certain time period to be considered online.