Growth in Dating: How Traffic Company Expanded Its Dating Business
How It All Started
Around two years ago, we noticed an increasing demand for dating offers from our affiliate partners. At the same time, several advertisers approached us asking whether we could deliver dating leads.
This presented us with a bit of a chicken-and-egg situation. Without the right traffic sources, it was difficult to attract advertisers. But without a strong selection of dating offers, it was equally difficult to convince affiliates to start sending traffic.
Rather than waiting for one side to develop, we decided to invest in both.
We started building relationships with advertisers while actively working on expanding our affiliate network within the dating vertical. It took time to find the right combinations, but gradually we started seeing results.
Investing in Our Own Media Buying Team
One of the important steps we took was setting up an in-house media buying team.
This allowed us to test dating offers ourselves, experiment with different traffic sources, and better understand what works and what doesn't.
Instead of relying only on feedback from affiliates, we now have our own data and experience to work with. This gives us a better understanding of conversion rates, user behaviour, and the differences between traffic sources.
More importantly, we can share these insights with our affiliate partners and help them improve their campaigns.
Of course what works for one traffic source doesn't automatically work for another, but having our own media buying experience helps us identify opportunities much faster.
Developing Our Own Dating Product
As our dating business continued to grow, we decided to take things one step further by developing our own in-house dating product.
Having our own product gives us more control over the user experience, conversion flow, and ongoing optimisation.
It also allows us to test changes directly and see how they affect performance, rather than depending entirely on external advertisers to make adjustments.
The experience we've gained from developing and optimising our own product is also valuable when working with other advertisers.
We understand better where improvements can be made and can provide more practical feedback on landing pages, registration flows, and overall conversion performance.
Ultimately, this helps us create better results for both our traffic partners and advertisers.
Traffic Sources We Work With
Today, we work with a variety of traffic sources within the dating vertical, including:
- Social traffic
- Member area traffic
- Email traffic
- Review and comparison websites
- Pop-up and pop-under traffic
- Native advertising
Not all traffic sources perform the same way, and we don't treat them as if they do.
Each source has its own characteristics in terms of conversion rates, lead quality, user engagement, and advertiser expectations.
For that reason, we evaluate traffic sources individually and work closely with our partners to find the right match between traffic and offers.
A campaign that performs well with email traffic, for example, might require a completely different approach when running on social or native traffic.
Understanding these differences has become an important part of how we operate.
Quality Comes First
As our dating business has grown, maintaining traffic quality has become increasingly important.
We want to make sure that our advertisers receive leads that meet their expectations, while affiliates have access to offers that can perform consistently.
That's why we have introduced an internal quality control process for onboarding new affiliates and evaluating traffic sources.
Rather than accepting every new partner, we take the time to understand where their traffic comes from and whether it is suitable for our advertisers.
We also continue to monitor performance after onboarding. This helps us identify potential issues early and maintain a healthy balance between volume and quality.
For us, growing the dating business isn't simply about generating more leads. It's about generating the right leads.
What's Next?
Dating has become an important part of Traffic Company's business, and we see plenty of opportunities to continue expanding.
We will keep investing in our own products, testing new traffic sources, and building relationships with affiliates and advertisers who want to grow with us.
What started with a few requests from affiliates and advertisers has developed into a business we continue to invest in.
Are you an affiliate looking for dating offers, or an advertiser interested in additional lead volume?
Feel free to get in touch with our team. We'd be happy to discuss the possibilities and see how we can work together.
