Gender Gating: A Tiny Filter That Elevates Online Matchmaking
Researchers at George Mason University found that a simple design change—gender gating, which shows women’s profiles only to men who meet certain education, income, and age criteria—greatly improved the user experience on a large Indian matrimonial platform by reducing overwhelmed responses for women and boosting match quality. In a two-state experiment, women experienced a 72% rise in matching efficacy, with even larger gains for those over 25 (103%), while post-intervention expressions of interest to women fell about 6%; the platform later rolled the change out to all users, suggesting such criteria-based sorting could enhance other people-to-people matching systems.