educational

Comprehending Conversions: 1

In this first installment of a 2 part series, Quentin Boyer will provide us with a sponsor's view of conversion ratios, and how traffic quality and your advertising approach can influence sales:

Myths, Marketing and Misconceptions
We've all seen posts on the webmaster boards that go something like this: "Does anyone know if the 'XXX Widget Cash' sites convert well?" The thread usually continues with replies from angry webmasters who have experienced poor conversions with XXX Widget Cash sites and are now convinced that sending traffic to their sites is a waste of time, followed by claims to the contrary posted by webmasters using XXX Widget Cash that think they're just great. Is the first group of webmasters simply a bunch of bellyachers? Are their opposing peers just towing the line for their sponsor, or perhaps hoping that readers will click the affiliate link in their sig? Usually, the whole issue hinges on a much referenced but little understood figure; the "conversion ratio."

Virtually everyone knows what is meant by the term — the number of clicks sent divided by the number of sales generated = the conversion ratio. Many webmasters, though, seem to be under the impression that the only factor involved in the conversion ratio is the quality of the site they are sending the traffic to, or the effectiveness of that site's advertising pitch. Ahh, if it was only that simple!

Sure, the advertising pitch of the site you are referring traffic to is important; but there's a multitude of other variables to consider, and many of them have nothing to do with the site you're sending traffic to. There are far too many contributing factors to cover in one article, so I'll focus on the variables that you, the referring webmaster, can control directly.

(By the way: these tips are directed to webmasters whose income is dependent upon generating sales, and / or whose income is tied to their traffic's conversion ratio. If you are being paid strictly by the click, or getting paid the same amount per signup regardless of your overall ratio, then the conversion ratio isn't as much of an issue for you. You'll find that most click-through programs do require a minimum conversion ratio to be paid at their published rates. No one can afford to pay premium rates for junk traffic, at least not for very long:.)

The TGP Dilemma
As you are no doubt aware, thumbnail gallery post and video post sites can push along traffic in very high quantities. It's also true that this type of traffic often produces fewer conversions than a Mormon missionary at an outlaw biker rally. I don't want to discourage you from posting at the TGPs entirely, but you need to have a balance in your traffic sources. I've been tracking traffic from TGPs since 1998, across multiple sites and multiple traffic programs, and it's not all that uncommon for TGP traffic to convert worse than 1:7500 (for those that aren't sure, that's bad).

If your rate of pay is dependent on the conversion ratio at all, you probably don't want to go too heavy on the TGP traffic. That said, some webmasters do quite well with TGP traffic, and the traffic has other uses too — like increasing your overall traffic levels, thereby making your site more appealing for traffic trades.

One more word on the TGPs; these days, there are a lot of niche TGPs, like maturepost.com, facialpost.com, etc. If you have a site in a specific niche, try posting to TGPs that focus on that same niche. The conversions on the traffic you refer along should be at least a little better. Credibility matters; it doesn't matter if you're selling propane or porn, no one wants to buy from a charlatan.

Trick Banners = Ticked Surfers
The use of "trick" banners (banners that have fake scroll bars on them, or that masquerade as error messages, etc.) has been prevalent in the online adult industry for years now, and we all know why; these ads draw clicks much better than the "traditional" horizontal banners that are clearly advertisements.

Trick banners might be great if you're being paid by the click, but if you're being paid for generating sales, these types of banners are actually working against you. Credibility matters; it doesn't matter if you're selling propane or porn, no one wants to buy from a charlatan. Looked at from another perspective, how likely is it that a surfer is going to be a purchaser if you had to trick him into clicking in the first place? You're better off sending less traffic of higher quality.

In his next installment, Quentin will reveal more conversion ratio insights. Stay tuned!

Copyright © 2024 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More Articles

opinion

To Cloud or Not to Cloud, That Is the Question

Let’s be honest. It just sounds way cooler to say your business is “in the cloud,” right? Buzzwords make everything sound chic and relevant. In fact, someone uninformed might even assume that any hosting that is not in the cloud is inferior. So what’s the truth?

Brad Mitchell ·
opinion

Upcoming Visa Price Changes to Registration, Transaction Fees

Visa is updating its fee structure. Effective April 1, both the card brand’s initial nonrefundable application fee and annual renewal fee will increase from $500 to $950. Visa is also introducing a fee of 10 cents for each transaction, and 10 basis points — 0.1% — on the payment volume of certain merchant accounts.

Jonathan Corona ·
opinion

Unpacking the New Digital Services Act

Do you hear the word “regulation” and get nervous? When it comes to the EU’s Digital Services Act (DSA), you shouldn’t worry. If you’re complying with the most up-to-date card brand regulations, you can breathe a sigh of relief.

Cathy Beardsley ·
opinion

The Perils of Relying on ChatGPT for Legal Advice

It surprised me how many people admitted that they had used ChatGPT or similar services either to draft legal documents or to provide legal advice. “Surprised” is probably an understatement of my reaction to learning about this, as “horrified” more accurately describes my emotional response.

Corey D. Silverstein ·
profile

WIA Profile: Holly Randall

If you’re one of the many regular listeners to Holly Randall’s celebrated podcast, you are already familiar with her charming intro spiel: “Hi, I’m Holly Randall and welcome to my podcast, ‘Holly Randall Unfiltered.’ This is the show about sex, the adult industry and the people in it.

Women In Adult ·
trends

What's Hot Now: Leading Content Players on Trending Genres, Monetization Strategies

The juggernaut creator economy hurtles along, fueled by ever-ascendant demand for personality-based authenticity and intimacy — yet any reports of the demise of the traditional paysite are greatly exaggerated.

Alejandro Freixes ·
opinion

An Ethical Approach to Global Tech Staffing

One thing my 24-year career as a technologist working to support the online adult entertainment industry has taught me about is the power of global staffing. Without a doubt, I have achieved significantly more business success as a direct result of hiring abroad.

Brad Mitchell ·
opinion

Finding the Right Payment Partner

Whenever I am talking with businesses that are just getting started, one particular question comes up a lot: “How do I get a merchant account?” It’s a simple question, but it has a complicated answer.

Jonathan Corona ·
opinion

The Taxman Cometh for Every Business

February may be the month of romance, but it is also a time when we need to think about something that inspires very little love: taxes. April is not far away, and the taxman is always waiting. This year, federal and most state income taxes are due Monday, April 15.

Cathy Beardsley ·
opinion

The Continuous Journey of Legal Compliance in Adult

The adult entertainment industry is teeming with opportunity but is also fraught with challenges, from anticipating consumer behavior to keeping up with technological innovation. The most labyrinthine of all challenges, however, is the world of legal compliance.

Corey D. Silverstein ·
Show More