The three latest changes, the Archived tab and the removal of Close reasons and Final Messages, were tested throughout eHarmony Australia for several weeks before they were brought to the USA site and all other country sites.
In this final installment of our coverage of these site changes, I’ll tell you why a Purgatory tab keeps rearing its head on us eHarmony users. Before the simpler Archived tab, there were the clunky Interested/Maybe tabs. Before those is the Hold tab.
Purgatory tabs extend the life of subscriber profiles in the lists of non-subscribers.
TrekRyder10 says, “They’re trying to get people to not pull the close trigger so quickly on photo less and incomplete profiles”.
So when a dead account sees a Free Communication Weekend commercial and returns from hiatus, she sees Icebreakers and communication requests, instead of hundreds of closed messages. She’s 100% likely to subscribe.
Understandable: eHarmony spends inordinate amounts of computer energy to match “highly compatible” active and dead accounts, but the active accounts, few though as they are, waste this when they close the dead ones. How can the dead accounts turn into money if they keep letting this happen? They’ve got to stop it.
That’s the ingenuity of the Purgatory tab, so expect it to stay. Sure they have to bear a minority of complaining users for a while, but they expect total customer turnover every 4-6 months anyway. In six months, most of their users won’t even know there was an old way.
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