opinion

Navigating Traffic as a Payment Processor

Navigating Traffic as a Payment Processor

Drivers commute in traffic every day. Sometimes it moves, sometimes you don’t go anywhere and sometimes you hit a pot hole and throw out your alignment. Payment processors deal with the unpredictability of traffic, too.

Navigating through traffic is challenging. As consumers come to Segpay payment pages, we play the role of traffic cop, trying to get everyone where they need to go quickly, and flagging down the cars that are a danger to everyone. Of course, every merchant wants the traffic they send us to be converted into sales, but not all traffic is good traffic.

Our merchants’ growth is dependent on good traffic and good conversions. It’s important for us to find the clearest route, because if we are not converting their good traffic, an affiliate will choose to work with another merchant.

So, first we have to determine a few things, such as … can we convert the traffic to begin with? Was the traffic already declined by another processor? What geographic location is the traffic coming from? Is an affiliate trying to take you for a ride?

Ultimately, we are measured by our ability to convert traffic at a high rate to help merchants drive business. Our merchants’ growth is dependent on good traffic and good conversions. It’s important for us to find the clearest route, because if we are not converting their good traffic, an affiliate will choose to work with another merchant. We want our merchants to be successful, so here’s a look into how we navigate through the good and bad.

Segpay typically gives the green light to traffic when it comes from well-vetted affiliates. We’ll caution merchants against bad traffic; for example, a high volume of referrals due to low-dollar trial offers can lead to lots of fraud. On the other hand, offers that pay the affiliate based on successful conversions get a green light — as does traffic that is well-targeted towards a specific campaign or geo location. When it comes to traffic referred via desktop versus mobile, there is a big difference. Mobile traffic often generates lots of hits but, in the end, results in fewer conversions than traffic that comes via desktop.

There are other forms of bad traffic to be aware of, with the biggest offender being any traffic coming through offers that attempt to mislead consumers. Beware of traffic from countries with low credit card penetration, or where relatively few consumers can afford a $29.95 membership. Another prime example is “decline” traffic, which was already vetted and declined by a primary processor, but still sent to a secondary processor in a cascading setup. Merchants may believe there’s nothing to lose in re-trying these declines, but they will rarely, if ever succeed, severely dragging down conversion rates.

That is why Segpay requires merchants to send in an affiliate ID to help us identify and report on campaigns. We notify merchants when campaigns or affiliates produce a high number of chargebacks, refunds or other anomalies. Of course, merchants never like to see low conversion rates but, in the end, we need to pay close attention to potential warning signs and help our merchants avoid major bumps in the road — like a good traffic cop.

It took only three years for Cathy Beardsley to turn startup Segpay into a profitable company. As president and CEO, Beardsley oversees the day-to-day operations and long-term strategic planning for the company. Segpay is one of four companies approved by Visa USA to operate as a high-risk internet payment service provider in the U.S. Since 2005, Segpay has offered online merchants a state-of-the-art billing platform that provides realtime payment processing around the globe.

Related:  

Copyright © 2025 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

WIA Profile: Lainie Speiser

With her fiery red hair and a laugh that practically hugs you, Lainie Speiser is impossible to miss. Having repped some of adult’s biggest stars during her 30-plus years in the business, the veteran publicist is also a treasure trove of tales dating back to the days when print was king and social media not even a glimmer in the industry’s eye.

Women in Adult ·
opinion

Fighting Back Against AI-Fueled Fake Takedown Notices

The digital landscape is increasingly being shaped by artificial intelligence, and while AI offers immense potential, it’s also being weaponized. One disturbing trend that directly impacts adult businesses is AI-powered “DMCA takedown services” generating a flood of fraudulent Digital Millennium Copyright Act (DMCA) notices.

Corey D. Silverstein ·
opinion

Building Seamless Checkout Flows for High-Risk Merchants

For high-risk merchants such as adult businesses, crypto payments are no longer just a backup plan — they’re fast becoming a first choice. More and more businesses are embracing Bitcoin and other digital currencies for consumer transactions.

Jonathan Corona ·
opinion

What the New SCOTUS Ruling Means for AV Laws and Free Speech

On June 27, 2025, the United States Supreme Court handed down its landmark decision in Free Speech Coalition v. Paxton, upholding Texas’ age verification law in the face of a constitutional challenge and setting a new precedent that bolsters similar laws around the country.

Lawrence G. Walters ·
opinion

What You Need to Know Before Relocating Your Adult Business Abroad

Over the last several months, a noticeable trend has emerged: several of our U.S.-based merchants have decided to “pick up shop” and relocate to European countries. On the surface, this sounds idyllic. I imagine some of my favorite clients sipping coffee or wine at sidewalk cafés, embracing a slower pace of life.

Cathy Beardsley ·
profile

WIA Profile: Salima

When Salima first entered the adult space in her mid-20s, becoming a power player wasn’t even on her radar. She was simply looking to learn. Over the years, however, her instinct for strategy, trust in her teams and commitment to creator-first innovation led her from the trade show floor to the executive suite.

Women in Adult ·
opinion

How the Interstate Obscenity Definition Act Could Impact Adult Businesses

Congress is considering a bill that would change the well-settled definition of obscenity and create extensive new risks for the adult industry. The Interstate Obscenity Definition Act, introduced by Sen. Mike Lee, makes a mockery of the First Amendment and should be roundly rejected.

Lawrence G. Walters ·
opinion

What US Sites Need to Know About UK's Online Safety Act

In a high-risk space like the adult industry, overlooking or ignoring ever-changing rules and regulations can cost you dearly. In the United Kingdom, significant change has now arrived in the form of the Online Safety Act — and failure to comply with its requirements could cost merchants millions of dollars in fines.

Cathy Beardsley ·
opinion

Understanding the MATCH List and How to Avoid Getting Blacklisted

Business is booming, sales are steady and your customer base is growing. Everything seems to be running smoothly — until suddenly, Stripe pulls the plug. With one cold, automated email, your payment processing is shut down. No warning, no explanation.

Jonathan Corona ·
profile

WIA Profile: Leah Koons

If you’ve been to an industry event lately, odds are you’ve heard Leah Koons even before you’ve seen her. As Fansly’s director of marketing, Koons helps steer one of the fastest-growing creator platforms on the web.

Women in Adult ·
Show More