Frequently Asked Questions

Testing & Optimization

How we test, measure and optimize your client's dating profiles.

How do you do your research?

We've learned what works by:

  • Measuring client results (qualitatively & quantitatively)
  • Working with dating coaches & matchmakers
  • Utilizing sites like Photofeeler
  • Hiring swiping panels

When we first started this initiative we had no idea what we were doing. We thought "Our clients just need new photos, right? Easy" but boy were we wrong.

Over time we learned that it's not that simple. Certain approaches and photography styles work way better than others, while other styles can actually hurt your success on Tinder. Here's how we're constantly learning what works (and what doesn't) when it comes to photos for online dating.

Testing & Optimization Framework

Our background is in digital marketing so we have a decent amount of experience in testing & optimization. That's why we give every client a testing & optimization framework to follow along with their photos. Most dating apps don't have rich analytics built in, so this framework is the closest thing we have to scientifically testing your photos with minimal variables.

After 6 weeks we follow up with our clients to learn what worked, what didn't and **exactly which photo got the highest number of matches. **We look for trends using variables poses, editing styles, backgrounds and facial expressions to learn what works (and what doesn't). We've gained a ton of insight from this and even picked up a few tricks to help sell the candid nature of our photos.

We've Interviewed Countless People

We used to conduct these interviews in-person, but now it's easy enough to conduct them over Zoom. After dozens of 1-on-1 interviews (across multiple cities) we feel extremely confident in what people are actually looking for. And luckily, it's not complicated.

We've Hired Swipe Panels

What happens when you bring together people from different ages, races, backgrounds and genders to talk about their online dating preferences? You learn, a lot. Some things really surprised us, like the fact that most guys prefer photos where they look "cool" or "badass"... and how most women on the panel found those same photos to be "lame" and "try-hard".

We've used sites like

This is an effective method to get more general insights, but it has a few caveats. The first is that the audience is distributed across the globe. This is a challenge as people from city to city tend to have different swiping preferences and biases. We prefer to gather data locally in each city to get a better understanding of what actually works in your geographic area.

How important are photos in online dating?

Since most dating apps focus on the visual aspect, photos are the most important factor in online dating. By improving your photos you can increase both the quality and quantity of your matches.

Most people make their swiping decisions in less than 6.2 seconds... that means your first impression is absolutely crucial. On apps like Tinder, most people are forced to judge a book by it's cover, meaning your photos will often make or break your profile.

Having a well-crafted profile with authentic, stunning photos is by far the quickest and most effective way to increase your matches and connect with more people. The effects are immediate and substantial.

Here are a few ways good photos can increase your success online:

  • Instantly stand out from the crowd of bathroom selfies
  • Communicate your charisma, confidence and energy instantly
  • Demonstrate your self-awareness and self-worth
  • Show off your best features (like your eyes or devilish smile)
  • Immediately communicate your unique vibe or sense of style

What if I'm using apps besides Tinder (like Bumble, Hinge,, etc.)

Your photos are designed to showcase all your positive traits - from your cheeky smile to your charisma. Your photos will work well across all major dating apps including Bumble, Hinge and

In fact, most clients love their photos so much they'll also use them on apps like LinkedIn, Facebook, Instagram, Twitter, Youtube, or their own personal websites. You get unlimited global personal usage rights to the photos, so you can use them wherever you want.

Will you teach me how to test/optimize my profiles?

Yes! Included in every photoshoot is an implementation guide, which teaches you how to structure your profile for success, and a testing framework to continuously optimize your profile.

Our testing and implementation guide goes into this in detail.

What photos work best on dating apps?

Our testing shows that candid/lifestyle portraits work best for dating. Unstaged photos that are shot outdoors (with natural light) and grounded in real-world scenarios (like grabbing coffee).

After testing with hundreds of clients (and thousands of photos) we've got really good at knowing what works and what doesn't on dating apps like Tinder. Here are the main factors that go into a high-converting photo:

• Confidence is extremely attractive, regardless of age, race or gender

• Charisma can be conveyed to help you look interesting, fun and exciting

• Natural smiles and laughing photos get more matches every single time we test them

• Positivity and happiness when conveyed in a photo makes people feel at ease and trusting

• Candid photos work really, really well because they show you in a more natural and relaxed state

• Authenticity. This is a big one. If your photo looks like it was obviously staged (ie. actor headshots) it's implied that the photo is not authentic, or that it has been touched up. The best photos look organic, effortless and authentic. There's certain poses, props and situations we'll put you in to sell the authenticity (like having a coffee, smiling and looking away).

Our secret sauce is in getting you to open up, laugh, have fun and enjoy yourself during the shoot. We're experts at not only finding your good side, but showcasing the various aspects of your confidence and charisma.

Even if you're not a super confident person, there's ways we can pull it out of you. That looks a little different for each person, but trust us when we say everyone has these elements in with their personality in some capacity.

As long as we cover these bases, you're bound to see positive results. We'll intuitively guide you on the other elements (poses, editing styles, backgrounds) based on what you're wearing, your surroundings, your personality and individual style.