It is not uncommon to have people lie about their looks, financial situations and location online. For dating sites to scale in Nigeria, they would have to subdue the legendary Nigerian trust issues by ensuring the safety of their subscribers — which could be a daunting task. Really, how do you filter people based on their intentions?
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And so meeting people online would forever be a gamble. A gamble that only a few people would be willing to take.
Although there are genuine relationship-seeking people on dating sites, there are also plenty people looking for casual sex. In order to keep this line as distinct as possible, many dating sites charge users a monthly subscription to filter out unserious people with bad intentions. On one hand, Nigerian dating sites cannot afford to charge their members this high if they are to charge them at all. Mostly because Nigerians are still averse to paying for stuff online, especially since they have free alternatives.
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On the other hand, running a free dating site or charging users next to nothing would only attract people looking for hookups as it is already seen with runs girls taking over popular dating sites in Nigeria. Therefore, people looking for serious relationships are less inclined to sign up. And Judging by this, it is no wonder that Nigerian dating sites are struggling to scale. A bad UX can kill a great startup.
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The typical Nigerian dating site is an embodiment of bad user experience. Imagine the front page of a dating site for Nigerians covered with a stock photo of a white couple. They are also characterised by dull layouts which users find unattractive, leading them to write off the platform completely. These impact negatively on conversion and retention and so, less people are inclined to sign up on the sites.
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