Excerpt from this article:
…As it turns out, success begins with picking a user name. While men are drawn to names linked to physical traits (e.g., Cutie), the researchers found, women prefer ones that indicate intelligence (e.g., Cultured). Both sexes respond well to playful names (e.g. Fun2bwith) and shy away from ones with negative connotations (e.g., Bugg).
User names that begin with letters from the first half of the alphabet do better than those from the latter half. “As human beings, we have a tendency to give things at the top of a pile more value,” Dr. Khan said.
The most successful online profiles featured content divided 70:30 between personal information and a description of the ideal desired partner, the scientists found. Honest, likable and succinct profiles written with a touch of humor — particularly those that did not self-aggrandize or use rhetorical flourishes — elicit the best results. Photographs showing the user smiling and standing in the center of the frame surrounded by others work best.