OKCupid on Monday published results of three experiments it recently conducted on users. In one test, it obscured profile pictures. In another, the site hid profile text to see how it affected personality ratings. And in a third, it told some hopeful daters that they were a better or worse potential match with someone than the company’s software actually determined.
“If you use the Internet, you’re the subject of hundreds of experiments at any given time, on every site,” Christian Rudder, president of OKCupid, wrote on the company's blog. “That’s how websites work.”
The research found that if an OKCupid user was told that another user had a high compatibility score instead of a low one — the numbers are based on a mathematical formula created by the company — the user was slightly more likely to reach out with a message. Those who believed they were corresponding with a good match were almost twice as likely to send at least four messages compared with people who were told they were a low match.