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Old March 19th, 2007, 09:45 AM   #1 (permalink)
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Default Tip Of The Week: Traffic and content are both worthless

We’ve seen this discussion pop up lots of times, is traffic king or is content king? Fact of the matter is that they’re both worthless, either by themselves or together, unless you throw in at least one other variable.

Think about it, you need content to get traffic. You need traffic to monetize the content. But wait, how do you actually monetize traffic and content? Did I hear someone say “by using ads”? Why, of course! You need to sell something, be it only click ads or actually selling something for a commission, but without that both your content and your traffic are worthless, unless monetized some other way. This might feel like a natural conclusion to some, which it should be, but the sad reality is that many of us have spent more time bickering about whether traffic or content is king, instead of taking a step back and not worrying about definitions but focusing on profit.

While I’ve always been a critic of giving away the cow when trying to sell the milk, I’ve seen things go from bad to worse in this industry over the years. Many of us, webmasters and sponsors alike, will complain about people stealing content and giving it away for free and then using AFF or Zango to make money off of the generated traffic. But what many don’t realize is that both sponsors and big-time TGP webmasters are the ones primarily responsible for this situation. Confused? Let me illustrate my point.

A few weeks ago a sponsor contacted me and wanted my opinion on a gallery in the works. I made a few color and layout suggestions and proceeded with criticizing the lack of ad links. I think the gallery had a total of TWO links to the tour. The reply I got was that many of their affiliates would complain if FHG’s had too many ads on them and wouldn’t list them. Now, aside from me, does anybody else see what’s wrong with this picture?

The above has been going on for years. First of all, TGP owners started demanding more content and less ads per gallery years ago already. What happened was that the sites giving away the biggest amount of free porn (naturally) ended up with the most traffic. This is fine and dandy, aside from one thing – they started conditioning surfers into getting more and more stuff for free. Now we all know that fewer and fewer TGP’s accept submissions these days, most being powered by FHG’s. So every sponsor saw the opportunity of showing their content to more eyes and started churning out FHG’s like crazy. Again, this is all fine and dandy, but the problems started arising when sponsors had (and many still have) zero clue about what galleries converted, so they asked the abovementioned big-time TGP owners, who suggested to make the FHG’s according to their rules. So what happened is that, instead of FHG’s being used to increase sales for both sponsor and TGP owners, they started being used as literal freeloader magnets and freeloader generators. We have many more galleries out there these days than we did before FHG’s came into the picture. And while back then people were complaining about too much free porn being readily available to surfers, that situation was nothing compared to the one we’re seeing today.

All of the above causes have contributed to membership sales being harder and harder to get. It doesn’t take much brainpower to realize that you can’t sell what you’re giving away for free. Thus we have the increase of using free porn in order to sell something else, such as dating, live cams, sex toys, and so on. Those do sell better in the context of free porn being given away, since they cater to needs which the free porn doesn’t satisfy.

The point I’m trying to make is that the people involved in this industry, webmasters and sponsors alike, need to start thinking more about making sales, instead of creating traffic to expose content. Sure, you need content and you need traffic, they’re both important. But without sales, they’re also both worthless.
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Old March 19th, 2007, 10:24 AM   #2 (permalink)
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Quote:
I know, I know, it's more like tip-of-every-three-months lately, so the "Tip Of The Week" name should probably be changed.
I think it already was changed, my email said this was the "Tip Of The Wee"

looking forward to another great read
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Old March 19th, 2007, 10:26 AM   #3 (permalink)
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i totally agree with you DX,
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Old March 19th, 2007, 10:26 AM   #4 (permalink)
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Great read, and this is not the first time such point is raised. Unfortunately, there has been no action towards giving away less free porn. Only actions to deliver BETTER free porn, with less ads.

Honestly, I don't see that a TGP game has a possibility to stop this. Even (theoretically speaking) if somebody gets big sites to change their rules, and sponsors change their FHGs, somebody will come along, and get that freeloader traffic, which those sites will lose, and become a big site, and all the merry-go-round will start again.

I do understand your point. But I don't see a way out
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Old March 19th, 2007, 10:40 AM   #5 (permalink)
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Well said DamageX, I agree we're heading the wrong way and some things must drastically change if we want to keep making money...
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Old March 19th, 2007, 10:47 AM   #6 (permalink)
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Amen
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Old March 19th, 2007, 10:47 AM   #7 (permalink)
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Interessting! And I agree 100%. Less free porn = more $$$ to us!
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Old March 19th, 2007, 10:57 AM   #8 (permalink)
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Tip of the Wee eh?




great post btw
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Old March 19th, 2007, 11:02 AM   #9 (permalink)
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I agree too.

5 or 6 years ago, there were no FHGs available. And the signup ratio was much higher than these days.

I would like to mention that the problem is also in archive pages. Archives are fine but in normal numbers. Some pages have, for exmpl. anal category in 10 or even more pages with 50 or more galleries on every page. Surfers have tons of free material for jerking off, why the hell would they sign up?
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Old March 19th, 2007, 11:28 AM   #10 (permalink)
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I agree with what you said.. but u have to also take into consideration how much it cost to server bandwith nowadays compare to years ago...

that's the reason why people are still able to survive
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Old March 19th, 2007, 11:53 AM   #11 (permalink)
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Big TGP owners won't complain about lots of ads on a gallery as long as you buy gallery spots.
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Old March 19th, 2007, 12:13 PM   #12 (permalink)
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Interesting post. You've identified the problem well, but the solutions is as elusive as ever. It seems like this was a natural progression, unfortunately, because like you said, he who offers more will get more traffic.

As a guess regarding a solution, I think it would be smart for secondary providers to do a little bit of marketing to stress the difference between free porn and what comes with a membership. The current state of affairs is straining the model that's existed for a while now, namely "hey guys, get your free porn here" while you hope they continue on and sign up. For chrissake, call it free porn, and that's how they're gonna look at it. What about being a little more honest, and saying these are samples to help you find paysites, which are worth joining? Oftentimes, if the sponsor's decent, there is actually a value to joining sites. Why not make that clear? If that loses the surfer, big deal. Yeah, your traffic goes down, but it's not paying traffic anyway.

I know I've personally got a few young folk thinking when I told them that their downloading torrents or surfing small clips for hours is not actually worth it for them if they actually value their time. They save $25 not joining a site, but if they spend more than a few hours surfing around for free scraps, they're not making financial sense. Might as well farm and get free vegetables instead of going to the grocery store.

While you're at it, how about debunking worries about using credit cards/real names for buying porn, which is everyone I know in real life's main concern. Sales are what matter at the end of the day, and the transaction itself is what holds many back, I'm sure. Again, on most sites, not a word is mentioned about this. Sponsors are often guilty of this as well.

Throw up a tgp with a list of thumbs and that's it, and I wouldn't be surprised if you're spending bandwidth costs on a bunch of leechers. All this is why I would guess that (part of) the reason review sites do well and have high prod traffic is that they're addressing buyers.
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Old March 19th, 2007, 12:47 PM   #13 (permalink)
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Quote:
Originally Posted by Simon IA Cash
Interesting post. You've identified the problem well, but the solutions is as elusive as ever. It seems like this was a natural progression, unfortunately, because like you said, he who offers more will get more traffic.

As a guess regarding a solution, I think it would be smart for secondary providers to do a little bit of marketing to stress the difference between free porn and what comes with a membership. The current state of affairs is straining the model that's existed for a while now, namely "hey guys, get your free porn here" while you hope they continue on and sign up. For chrissake, call it free porn, and that's how they're gonna look at it. What about being a little more honest, and saying these are samples to help you find paysites, which are worth joining? Oftentimes, if the sponsor's decent, there is actually a value to joining sites. Why not make that clear? If that loses the surfer, big deal. Yeah, your traffic goes down, but it's not paying traffic anyway.

I know I've personally got a few young folk thinking when I told them that their downloading torrents or surfing small clips for hours is not actually worth it for them if they actually value their time. They save $25 not joining a site, but if they spend more than a few hours surfing around for free scraps, they're not making financial sense. Might as well farm and get free vegetables instead of going to the grocery store.

While you're at it, how about debunking worries about using credit cards/real names for buying porn, which is everyone I know in real life's main concern. Sales are what matter at the end of the day, and the transaction itself is what holds many back, I'm sure. Again, on most sites, not a word is mentioned about this. Sponsors are often guilty of this as well.

Throw up a tgp with a list of thumbs and that's it, and I wouldn't be surprised if you're spending bandwidth costs on a bunch of leechers. All this is why I would guess that (part of) the reason review sites do well and have high prod traffic is that they're addressing buyers.
Hehe, funny you should mention the FREE approach. Here's a rant I had on AWI about that, some four years ago:

Quote:
Originally Posted by DamageX
This has been adressed before within TGP2 and it has, partly, been dealt with.

What I'm talking about? I'm talking about FREE! Everywhere you go you get free porn, free pics, free sex, free galleries, free tour, free everything!

Well, if the surfer sees FREE all over the place, do you think his mind is set to BUY something? Hell no, he'll just rub his hands and start searching for all that FREE shit y'allz promise him! Nevermind that only the tour is FREE, his mind will be set NOT to buy anything, since that's what you told him in the first place! You make the surfer anticipate all that free stuff, how the fuck do you expect him to want to pay for anything?

Marketing 101 definition of customer satisfaction: customer-perceived product value equals or exceeds the expectations created by the advertising of that product. Now you promise the surfer he'll get free porn. Or free galleries. Or free tours. Then he finds out he actually has to pay for it. Or gets console-raped. Or whatever to help him realize "this ain't fucken' free, pardner!" You think he'll pull the plastic or will he move on? Some of the savvy ones maybe will, or some of those who get so horny on a set that they just need to join the paysite advertised so they can get off. But most won't. And it's not so much the amount of readily available free porn, as it's the mindset YOU put your surfers in.

I'm not saying the amount of free porn on the net isn't a cause for the dropping conversions. It is. But it's not the only one and it's DEFINITELY not the biggest one.

What you should do? Stop using the word FREE on your sites, galleries, free sites, AVS sites, anything. Just stop fucking using it, how hard can it be? Maybe your CTR to sponsor will drop, but your conversion ratio will increase for sure! And stop using e-mail programs and programs such as Amateur Pages ClickPic that actually REQUIRE you to use the word FREE in your textlinks ("Click here to see my free pics"). I'm sure the sponsors will be thrilled in the end as well. Not only will their conversions get better, but overhead will drop along with bandwidth usage.

I took a quick look at 20-something galleries in the TGP2 pool. About half of them used the word FREE. This is way better than the regular TGP galleries. But it's way worse than what it SHOULD be.

I chose not to name my TGP2 anything with FREE in it. I know, the most traffic comes in looking for FREE stuff, so I could've named it FREE PORN GALLERIES, FREE DAILY PORN, DAILY UPDATED FREE PICS and so on. But I didn't. Why? Because I don't want the fuckers looking for free stuff on my site. I want those who will understand that the best porn is the one you pay for. I want those anticipating to buy porn, not to freeload on my sites. I want those who haven't yet set their minds on NOT paying for porn, since it's free, thus leaving me no choice but to trick them into joining a site, using means such as free trials, free membership with credit card age verification, free memberships with e-mail address, free dialer downloads and so on. These you cannot convert unless you resort to some fucking of some kind. They're set on not paying.

Think about it! And if you're smart enough for your own good, you'll see to it that the word FREE will never, EVER appear again on any html page created by you. FREE doesn't pay your rent. FREE doesn't sell. It just creates freeloaders.
As for educating surfers, that's not always an easy thing to do. However, I'd settle for us not MISEDUCATING them, I think that would be a huge step forward.
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Old March 19th, 2007, 01:01 PM   #14 (permalink)
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Hahah your rant is definitely angrier than mine. Actually, mine's not much of a rant at all anymore, heh. That, and it's 4 years late. Makes the point, though, that not much has changed since...

...Well, no more tgp2
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Old March 19th, 2007, 01:09 PM   #15 (permalink)
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Quote:
Originally Posted by Simon IA Cash
That, and it's 4 years late. Makes the point, though, that not much has changed since...

...Well, no more tgp2
Actually TGP2 is still around, but it doesn't have a lot of active followers anymore. Regardless, I know people who made TGP2 galleries six years ago and they're still making sales from them.
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Old March 19th, 2007, 01:11 PM   #16 (permalink)
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I, as a gallery builder I started in with 3*10 sec clips. then to continue getting listed I was forced to do 3x15s, then 3x20s and now I'm at 4x20s. this is more than enough on a gallery.

but things don't stop here. recently I've seen one of my direct competitors do 6x20s/gallery. the first thing I did was contacting the sponsors rep. and the guy answered "what's wrong with 6 clips per gallery?" . wtf!?! 2 minutes of free porn and the guy asks what's wrong?!?! I didn't expect that from a sponsor rep. I had to take this problem to the owner of the program and agreed that not more than 4 clips/gallery are allowed.

now I'm curious to see when all the smart asses will start putting up 4x30s galleries

my opinion is that sponsors should not allow/make galleries with more than 3x15s. period.
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Old March 19th, 2007, 01:36 PM   #17 (permalink)
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Every one is probably going to flame me, but it's kinda funny talking about too much free porn being given away, on a, tgp board. I agree it has gotten worst, but seems tgp, for the most part was the start of giving away alot of free porn in the first place, or a big part of it.

The other thing I dont think webmasters seem to even think about, with all the sponsor provided content, galleries, sites, ect. Every picture and clip has the paysite url plastered on them, easy fo the surfer to just type it in and bypass the affiliate, and even more so, with so much more sponsor provided pages out there. So sure, sponsors are more than happy to deal out tons of hosted stuff. Not to mention all the branding webmasters are doing for them.

I think tgp2 was good for this biz, but none of the big guys stepped up to the plate to change things. They have the traffic and the sales, why shouild they?

You could also say, what if webmasters had to pay for all of their content, how much free stuff would be out there?
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Old March 19th, 2007, 01:40 PM   #18 (permalink)
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Quote:
Originally Posted by ronnie
Every one is probably going to flame me, but it's kinda funny talking about too much free porn being given away, on a, tgp board. I agree it has gotten worst, but seems tgp, for the most part was the start of giving away alot of free porn in the first place, or a big part of it.
I did state that TGP owners were in part responsible for this. Just because this is primarily a TGP board doesn't mean that we should do our utmost to shoot ourselves in the foot.
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Old March 19th, 2007, 01:43 PM   #19 (permalink)
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pretty good post, thanks DX!

yeah and i am on same thinking as you.
For me TGPs are just wasted types of sites already by all of us.

Less free stuff results in more money at the end.
A pretty good example is blogs. Surfers mainly come directly from SEs or other blogs and they are used to see just few pics or whatso on the blog and when they click, they go to the sponsored tour. So what you have - small traffic, little free content, but good sales and money in your pocket accordingly!
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Old March 19th, 2007, 01:45 PM   #20 (permalink)
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Quote:
Originally Posted by DamageX
I did state that TGP owners were in part responsible for this. Just because this is primarily a TGP board doesn't mean that we should do our utmost to shoot ourselves in the foot.
Guess I did'nt read your post very well...

Look at mainstream, non-adult, what do you get for free? A little taste, just a tease. You can't legally download hours of mp3's, but you can legally and very easily download hours of free porn video.
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