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TOKYO, Japan, February 19, 2020

Gartner Says 25 Percent of Customer Service Operations Will Use Virtual Customer Assistants by 2020

Analysts Present Top Predictions for Customer Experience Leaders at the Gartner Customer Experience Summit 2020 in Tokyo, February 19-20

Twenty-five percent of customer service and support operations will integrate virtual customer assistant (VCA) or chatbot technology across engagement channels by 2020, up from less than two percent in 2020, according to Gartner, Inc.

Speaking at the Gartner Customer Experience Summit in Tokyo today, Gene Alvarez, managing vice president at Gartner, said more than half of organizations have already invested in VCAs for customer service, as they realize the advantages of automated self-service, together with the ability to escalate to a human agent in complex situations.

“As more customers engage on digital channels, VCAs are being implemented for handling customer requests on websites, mobile apps, consumer messaging apps and social networks,” Mr. Alvarez said. “This is underpinned by improvements in natural-language processing, machine learning and intent-matching capabilities.”

Organizations report a reduction of up to 70 percent in call, chat and/or email inquiries after implementing a VCA, according to Gartner research. They also report increased customer satisfaction and a 33 percent saving per voice engagement.

“A great VCA offers more than just information,” said Mr. Alvarez. “It should enrich the customer experience, help the customer throughout the interaction and process transactions on behalf of the customer.”

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A 2020 Gartner survey found that 84 percent of organizations expected to increase investments in customer experience (CX) technology in the year ahead. Other Gartner predictions for CX leaders to know when developing a customer strategy include:

By 2020, 20 percent of brands will abandon their mobile apps.

Many brands are finding that mobile applications are not delivering the level of adoption and customer engagement they expected. Original return-on-investment (ROI) calculations are missing the mark due to the cost of support, maintenance, upgrades, customer care and marketing to drive downloads. Brands are now investing to build presence in consumer messaging apps, such as Facebook Messenger and WeChat, to reach customers where they spend a high percentage of their time.

By 2022, two-thirds of all customer experience projects will make use of IT, up from 50 percent in 2020.

As the number of digital channels expands, self-service or digital commerce interactions are increasing, as well as the move away from human face-to-face or voice-based interactions. The proportion of projects using IT to improve the customer experience will steadily rise. Those not using technology tend to be projects related to recruiting, training, governing and managing customer-facing employees.

By 2020, 30 percent of all B2B companies will employ artificial intelligence (AI) to augment at least one of their primary sales processes.

AI in sales allows for more efficiency and effectiveness in business processes, often with up to 30 percent higher conversion rates when engaging prospects or leads, according to Gartner. It is becoming an attractive alternative for sales organizations with high volumes of lead processing, opportunities and forecasting processes because it provides fast and accurate support when performing the different sales stages.

By 2020, more than 40 percent of all data analytics projects will relate to an aspect of customer experience.

Data and analytics is already prominent across marketing, sales, digital commerce, customer service, social media management and field service departments. However, an understanding of the overall condition of the customer’s attitude toward the enterprise is lacking for the majority. What matters is not the customer’s attitude about a store, department, process or product, but the level of trust they have in the organization as a whole and their likely intent to remain loyal.

By 2020, augmented reality, virtual reality and mixed reality immersive solutions will be evaluated and adopted in 20 percent of large enterprises as part of their digital transformation strategy.

Organizations will have the ability to provide employees, customers and suppliers with a means to obtain real-time information, experience virtual environments and engage in social collaboration without a small, limited display and a limited point of view. Consumers already experience some form of immersive technology, such as Snapchat filters and 360-degree video and photos on Facebook.

Gartner Customer Experience Summits

Customer experience trends will be further discussed at the Gartner Customer Experience Summit 2020, February 19-20 in Tokyoand at the Customer Experience & Technologies Summit, May 24-25 in London and June 18-19 in Sydney. Follow news and updates from the event on Twitter at #GartnerCRM.

About Gartner

Gartner, Inc. (NYSE: IT) is the world’s leading research and advisory company and a member of the S&P 500. We equip business leaders with indispensable insights, advice and tools to achieve their mission-critical priorities today and build the successful organizations of tomorrow.

Our unmatched combination of expert-led, practitioner-sourced and data-driven research steers clients toward the right decisions on the issues that matter most. We are a trusted advisor and an objective resource for more than 15,000 enterprises in more than 100 countries — across all major functions, in every industry and enterprise size.

How to Use Customer Testimonials to Generate 62% More Revenue From Every Customer, Every Visit

92% of consumers read online reviews and testimonials when considering a purchase. 88% of consumers trust online reviews as much as personal recommendations. 72% of them say positive reviews and testimonials make them trust a business more.

All of those stats are net positive for online businesses in terms of earning a customer’s cash. But product reviews aren’t beneficial only for conversion. They can also drive traffic by increasing SEO and up-sell and cross-sell additional products to both existing and potential customer cohorts.

Here’s what we know in those arenas:

  • Increasing review volume leads to higher conversion rates – even at high volume levels: 50 or more reviews per product can mean a 4.6% increase in conversion rates.
  • Fresh, product-specific review content drives search traffic and keyword rankings, specifically when a business earns 10 or more reviews –– resulting in 15-20% increase in search traffic.
  • 3- and 4-star reviews contain 2x as many product suggestions as others –– informing brands of products that work, and which do not.

Bazaarvoice’s Conversion Index Volume 8 explains how an increasing volume of reviews affects first conversions, then SEO (and organic traffic), followed by product and business insights gathered from crowdsourcing.

Driving review volume is clearly important. After all, we live in the post-Amazon age. But the most striking data isn’t about traffic, product insights or even bottom of the funnel conversion. It’s about interaction, and how social proof (i.e. customer reviews) affect your conversion rates across the board –– in all industries and on all channels.

When a consumer interacts with your review, three things happen. They:

  • Are 58% more likely to convert
  • Generate 62% more revenue per site visitor
  • Buy 3% more per order (AOV)

Those numbers in hand, what if you could pre-plant positive reviews across the web to drive not only increased conversions, but increased AOV and return-on-ad-spend (ROAS)?

We already know Google and Amazon heavily merit positive customer reviews. They increase your search ranking on both platforms, and both companies strictly control the process in favor of the customer.

We also know that agencies like the Better Business Bureau affect consumer trust, with the BBB’s security seal coming in 3rd on the Baymard’s survey of consumer-rated trust in checkout seals.

And, of course, take your own personal use case. Do you buy items with no reviews? Do you buy items with low-star reviews? Do you care?

I’d venture to guess those answers are, respectively: not often, rarely and yeah –– I do care.

So then, the next logical step is to begin using the product reviews you are generating on your site more broadly in your advertising across the web. This concept is not new. Best Buy began doing it in 2008. Amazon takes it to a whole new level with their brick-and-mortar bookstores, using floorspace as advertising space for online customer reviews.

Everything is data drive and agile. Books are sold alongside customer reviews within the displays. pic.twitter.com/mW6aBdvgGn

Here are how other brands are making this work for them –– and how you can begin incorporating your own product reviews and testimonials into your marketing and advertising strategy to lower your cost of acquisition and increase your ROAS. In general, we’ll be talking about how to take customer reviews and use them strategically as customer testimonials.

Where to Use Customer Testimonials to Increase Acquisition

Social Media

There’s no better place to share customer testimonials than across your social channels.

Brands that share authentic user-generated content are constantly building more trust with their social audience. Instagram, Facebook and LinkedIn are ideal opportunities to post customer testimonials alongside customer photos and profiles.

Check out how Fugoo intersperses review content and regular lifestyle images of customers using the speaker on their Facebook page.

Or, take a note from Onzie, which shares quotes along with customer-submitted images in a very authentic, human way – the same way you or I would tell our own social networks about a brand we can’t get enough of.

Instead of sharing a 300-word review that speaks to all of the technical or design features of the product, this sparks just enough curiosity to entice new customers to visit the site to learn more.

Even media reviews can be used, like Native Union did here.

The average AdWords click-through rate across all industries peaks at 1.91% for search ads, and 0.35% for display ads. But, an AdWords ad that includes a customer review extension sees an increased click-through of up to 10%.

Those ratings show up in Ads automatically when a review threshold is met. Those are:

  • 30 unique reviews over the last 12 months
  • Reviews must average at least 3.5 stars or higher

Tools to Drive Increased Reviews

BigCommerce offers plenty of one-click apps and integrations for brands looking to increase their review volume. Here are a few:

Social proof is an important component of any marketing campaign, and paid media is certainly no exception.

Search Engine Optimization

Search engines are placing more weight than ever on customer testimonials for a number of reasons.

  1. Testimonials create fresh, ever-changing, and relevant content that proves to search engines customers are interacting with your brand.
  2. Reviews are naturally filled with long-tail keywords that customers are actually searching for.

Customer review and user-generated content software Yotpo performed their own research to see how testimonials could impact SEO rankings. They tested 30,000 ecommerce businesses of all sizes and industries to “see how SEO traffic increased when the only common denominator was adding reviews to their site.

Over the course of nine months, they found that, on average, a site using customer reviews increases site traffic about 45%.

A few tips to make sure the customer testimonials on your site are optimized for search:

  1. Place testimonials in plain HTML instead of Java or Flash so they are readable by search engines.
  2. Use schema markups or rich snippets to help search engines sort and make sense of testimonials, and share relevant information on search engine result pages.
  3. Encourage longer testimonials by creating a number of fields or asking a series of questions for the customer to describe your product or service.

Consider StoreYourBoard. In August of 2020, the company optimized their on-site review system utilizing product reviews as well as FAQs. In September, their revenue for search traffic jumped from $1.5K to more than $30K. Today, search traffic drives hundreds of thousands in revenue, just behind AdWords and Direct.

StoreYourBoard Wins Grand Prize in BigCommerce Innovation Awards

See why StoreYourBoard won 2020’s Most Innovative Brand awards (hint: their product review process is much more sophisticated than meets the eye).

Homepage

Engagement is a key factor for increased search ranking. It is also a key factor for any landing page (like your homepage) in moving consumers through from top of funnel to final sale. Customer testimonials can aid here in both SEO as well as merchandising to drive more traffic (thanks to on-site clicks) and move consumers through the funnel.

Homepage testimonial examples

Let’s look at a few examples. First is NatoMounts, which uses customer testimonials at the end of their landing page-like Homepage, in the case a customer needs a final push to purchase.

3x Your Conversions with These Psychological Tactics

Badass Beard Care also uses customer testimonials on their homepage, as well as a loyalty program and incentives for engagement on social.

How Badass Beard Care Became So . Badass

Here’s an example of a much shorter homepage that uses only product imagery and customer reviews to drive conversions.

18 Health + Beauty Brands Turning Heads on the Web

Using Customer Testimonials to Increase Conversions

Customer Testimonial Videos

One of the best ways to utilize a testimonial from a happy customer is to create a video. Testimonial videos, when done right, provide a more human and authentic connection than the typical promotional videos.

You can use product review videos like NaturallyCurly does here:

Or help to promote testimonial videos made but your customers,like Native Union does here:

Even better, check out the ads for the exact product available underneath the video.

Testimonial Page

Once you have a collection of happy customers, you’ll need to perfect the way you share their reviews on your website. And it doesn’t have to be complicated.

The Dairy Fairy compiles customer reviews onto a single page, this one for “Mama’s Reviews.” She’ll soon have similar pages for Blog reviews and Media reviews as well.

Remember that press mentions are also great to highlight on a page similarly to customer reviews. See how Vivino does it below.

If you don’t want to reuse your customer reviews, here is a great example of how to combine social media posts onto an interactive page. You can gather these by encouraging customers to use a specific hashtag when they post to Instagram.

Shabby Apple Grows Revenue with Move from Magento to BigCommerce

“We were always in crises mode with Magento. Now, we’re able to focus on our business.” – Carl LeSueur, Co-owner, Shabby Apple

Case Studies

Case studies are not the best use case for every ecommerce company. Technology companies use case studies often to prove value and earn customer testimonials. This works well for businesses selling solutions.

For instance, Bright Agrotech has a case studies page featuring the farmers (both new and legacy) using their system. The page is a great resources for their various customer groups to see how success their solution is.

If you sell a solution, you can create case studies by hopping on calls with customers who have already expressed positive feedback. Ask if they’d be willing to tell their story. You can send them a survey via Google Surveys, or use a free service like Uber Conference to record and transcribe interviews.

Here are a few questions you’ll want to ask:

  1. What were the main challenges and pain points that lead you to look for a solution?
  2. What lead you to our business, and how did we stand out against the competition?
  3. What were your goals in the beginning of our engagement/project/purchase?
  4. What benefits did you experience from using our product/service? Ask for quantitative data here.
  5. What would you tell other customers suffering from the same challenges you were struggling with?

BigCommerce Case Studies

With 10 new case studies each month, the BigCommerce Case Study page is one to keep bookmarked.

Highlight Target Customers

“Like-me” audiences resonate more with customers. If your target audience is women with young children, use testimonials from women with young children (and include their ages –– not names! –– in the review, too).

See below how Georg Roth Los Angeles uses everyday Yelp reviews on Facebook and LinkedIn.

Third-party review sites like Yelp are 81% more trustworthy than brand-owned channels, according to consumers.

Influencer Marketing

Plain and simple, influencer marketing works. (Just ask Spellbinders, who built an influencer marketing strategy within 6 months that grew their brand awareness 167%.) According to AdWeek, marketers say the most valuable aspect of an influencer marketing campaign is:

  • 87% –– creating authentic content about their brand
  • 77% –– driving engagement around their brand
  • 56% –– driving traffic to their websites or landing pages

Find the influencers in your space and work to forge solid relationships with them. Or, if budget allows, pay them outright. Costs are estimated at $25,000 to $50,000 per campaign.

Either way, people trust people they like –– and influencers have a lot of power here. These campaigns work best is done on Facebook or Instagram, where 87% of marketers say the campaigns worked. Popular blogs also have influence, where 50% of marketers say the campaigns worked.

Marucci is hands down one of the best when it comes to influencer marketing. Professional baseball players sue their products regularly, and the brand takes advantage of that loyalty.

See here how they use influencer marketing on their homepage:

And on Instagram:

And on Facebook:

Your brand doesn’t have to be this holistic about influencer marketing, though. You can always do one-off campaigns like Flash Tattoos –– who partnered with Beyonce in 2020.

How Beyonce and Flash Tattoos Made Influencer Marketing History

Marketing Materials

Include customer testimonials in as much of your marketing material as possible. This includes:

  • Emails
  • Physical mailers
  • Packages
  • Social media posts
  • Events
  • Ads

Why? Well, this goes back to an old rule of thumb in advertising called the “Rule of Sevens,” and unfortunately there is no exact date to back it up.

Call it an old wives tales –– at least getting to the exact number 7. There are studies, though, that show increased exposure sticks better in someone’s memory. Some studies even point to a “Rule of Threes:”

Krugman (1972; 1977) captured the imagination of the industry with his three-exposure theory, which described an intuitively appealing sequence of consumer responses to television advertising that appeared to be consistent with a communication threshold. He suggested that the first exposure causes consumers to ask, “What is it?” The second causes them to ask, “What of it?” The third exposure is both a reminder and the beginning of disengagement. … The magic number “three” came to be a commonly accepted industry standard (Lancaster, Kreshel and Harris 1986). [Cannon and Leckenby]

Either way, your customer testimonials help to move consumers through your funnel. Find testimonials that fit each cohort –– both in terms of demographic as well as purchasing cycle. That means you will need testimonials that fit top of funnel, mid-funnel and bottom of funnel — and likely multiple iterations of each.

Where do you use those? In all of your marketing materials.

Using Testimonials to Increase Retention

Providing Incentives

Incentivizing customers to review their purchase is a sensitive area. Offer too much, or ask too frequently, and it can easily seem as though you’re coercing positive feedback. With some creativity, however, you can build testimonials into your retention strategies so that customers want to leave positive reviews about your brand.

Before you do anything though –– just ask your customer to review the product. Once they have received their order, shoot them an email a week later to ask about their experience.

If that doesn’t work, play on a loyalty program and give those who review your products a discount or points incentive for doing so.

In other words, don’t give up the discount too early.

Responding To Testimonials

While responding to customers’ testimonials may seem like a given, the way in which you respond can make a difference. The key is to always invite customers back for another purchase. Here are a few steps on how to respond to both positive and negative reviews that will lead customers back again.

When responding to positive customer testimonials:

  1. Thank them
  2. Make it personal
  3. Invite them back for more

When responding to negative customer testimonials:

  1. Apologize
  2. Own up to it, and if applicable, try explaining the situation
  3. Share the steps you are taking to remedy and improve the customer experience for next time
  4. Invite them back again

Final Thoughts

Expect to receive testimonials across all of your sales channels (and even places where you do not sell!). These includes your social channels, Amazon and eBay, your webstore, Yelp, Google, Glassdoor and many others. Be sure to monitor all customer touchpoints daily so you never miss the chance to respond, engage, drive loyalty and build customer lifetime value (as well as SEO and ad copy for the future!).

As digital marketing continues to become more of a challenge every day, utilizing testimonials will help your business stand out among the rest — becoming a representation of your customer service in the process. Also, be sure to check out our guide about selling on Amazon!

Want more insights like this?

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EliteSingles Review April 2020

  • Dating site for educated professionals to find their match
  • Personality survey for highly compatible matches
  • Profiles are verified by Customer Care
  • Limited functionality without a paid membership
  • 82% of the members are university educated
  • Over 90% of members aged 30+
Signing Up: 4.0/5
Making Contact: 3.0/5
Profile Quality: 4.0/5
App: 3.5/5
Real Life Review: 4.5/5

Our Review

EliteSingles is one of the US’ leading dating services for educated singles who are looking for a serious relationship. Globally, the site has 65,000 new members joining per week and an average of 2,000 new couples each month in more than 20 countries.

Members of EliteSingles are more likely to be academics with more than 80% having a university degree. It is perfect for those who prefer a more intellectual individual.

The site is a matchmaker service, suggesting matches based on an in-depth personality survey that EliteSingles uses to identify highly compatible matches. This allows the site to give you better matches that are most compatible with your personality.

Despite the site’s good reputation, we still took the liberty to confirm if it lives up to the expectations. Does this site really deliver good matches? In this review, we took a closer look at EliteSingles to see if it is worth upgrading or now. Read on below.

Member Structure

  • Has millions of members from all across the globe
  • Most of the site’s members are educated
  • The majority are men from ages 30 and above
  • Site traffic is usually from the United States, Canada, and the United Kingdom
  • Members are quite active

EliteSingles is a matchmaking service that is focused on pairing up singles who are not only matched intellectually but also financially. Its members are diverse since the site is widely used by people from all over the world. The site has reported over five million active users in the US alone.

It caters to an educated and matured audience. Nearly 90% of its population are people ages 30 and above. Finding a match here is quite easy since its population has an equal gender distribution, making it possible for each man to find their perfect match (and vice versa).

Age Distribution

  • 18-24
  • 25-34
  • 35-44
  • 45-54
  • 55+

Signing Up

  • The registration process is easy
  • Requires filling out some basic information
  • Sign up involves a detailed personality survey
  • You receive a personality report for free
  • Signing up takes approx. 20 mins

Signing up to EliteSingles is a lengthier process compared to some other dating sites that only require basic information upon registration. This is because they really want to get to know you and understand your personality to match you with a like-minded individual. By answering a few simple questions, you finetune the search for your possible matches.

EliteSingles’ personality test has been developed by psychologists to analyze 29 personality traits. After providing some basic questions such as age, sex, location, you then proceed to the personality survey which will take approximately 20 minutes. Fortunately, you can save your progress mid-session and return to complete the survey at another time if needed.

The questions ask you to rate yourself against statements if it is completely applicable to you, slightly applicable, or doesn’t apply at all. You will be asked about characteristics if you always follow a plan, if you seek adventure, if you leave clutter around your home, if you feel stress easily, and other questions such as, “Would you describe yourself as warm, clever, dominant, etc?” After answering these questionnaires you will be redirected to a page where you can find a list of members who are qualified and compatible according to your standards.

Making Contact

  • Get acquainted with ‘5 Questions’
  • Compare Likes and Dislikes
  • Reading messages is not for free
  • Only paid members can send and reply to messages
  • Send a wink to anyone

There are various ways to make contact with your matches on the EliteSingles. It allows you to like and comment on your matches’ profile photos. Most of its features are only available for those with a paid membership, especially the ones that involve any two-way communication. However, if you’re a standard member, The site allows standard members to send winks to their matches. You can also use a search filter for easy browsing.

Sending, reading, and replying to emails are paid features for EliteSingles. If a member does not have a paid membership, they cannot reply to a paid user that sent them a message unless they upgrade, too. Premium accounts also have the privilege to be highlighted and prioritized

Elite Singles also offers a feature that is somewhat similar to the swiping function available on other online dating apps. It is called the “Have You Met?” section. On this page, you are presented with an overview of a person’s profile. From that, you decide whether you like them or not by clicking the wink or the X icon.

Profile Quality

  • Viewing images is not for free
  • Question answers from other members that match yours are highlighted to show compatibility
  • Unable to see pictures of matches without a paid membership
  • The profiles are quite detailed
  • The profile information can be changed later
  • Profile pictures are visible to nobody for free

EliteSingles has one of the most informative profile sections. Though the site only uses basic personal information like your first name and your age, they are still able to provide important details about a person’s dating preferences as well as other subjective personal information.

When signing up for an account on Elite Singles, you are asked to answer some questions. These questions are not only relevant for the matching process but are also useful in filling out some of the information needed on your profile.

When visiting a member’s profile, you will immediately see the actions you can take in order for them to notice you. You will also find details on their physical characteristics on the upper part of the profile page.

The information that you might want to know is not just found on the About page. If you look at the left part of the profile page, you will find a tab named “Personality Profile.” Here you will find all the facts about a member’s personality traits. Most of the items you’ve answered from the personality test are found here.

  • Convenient to use and easy to navigate
  • Has all the functionalities that are available on the site
  • Easy to review matches and send messages
  • Available on Apple iOS and Android
  • Light file and compatible with most phones

Elite Singles has an app that is free for anyone to download on the App Store or on Google Play. It is well designed and is easy to navigate. It has pages that allow you to easily view your matches in a convenient way.

The EliteSingles App has all the features that are available on its desktop version. With the app, you are able to send messages, send winks, create a favorites list, like profiles, etc. You can also sign up using the app; it has a similar process when signing up using the website, like answering personality tests that are required for new members to fill out.

The app does not take up a lot of space and is compatible with most cellphones or tablets.

Real Life Review

“I joined EliteSingles after deciding it was time to get serious and find someone that I would want to commit to. I had been very career focused since my early 30’s and I didn’t really have time for a relationship, so I was just casually dating here and there. When I turned 38 I decided to check out various online dating sites, but on most, I found I wasn’t really connecting with the women. I really appreciate a sharp mind, so when I saw that EliteSingles had a high proportion of highly educated singles, I decided to give it a go. I matched with a number of women in the first few weeks and after chatting with a few, I realized one was very similar to me and we organized to meet up. On our first date, we chatted for 4 hours about anything and everything and really ‘clicked’. We’ve been dating for 18 months and on our overseas holiday next month I plan to propose!” – Alan, CFO, 39

Design and Usability

EliteSingles is a well-designed site that is crisp, clean, and quite easy to navigate. Unlike other dating sites, Elite Singles’ interface is quite modern and easy on the eye. Its sleek and smart design matches its target market, professional singles.

Its layout is quite convenient for any new members regardless of the age and level of computer literacy. The menu bars are well-labeled and do not have a lot of drop downs that may cause confusion. All its features are laid out well and are placed easily on places where you’ll find the most useful.

Both the app and the desktop version was well designed. They are both compatible with the site’s personality survey that you can easily choose to answer from your app or through the website itself.

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