Dating Advertisers: Conversion Models?

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BRB_fapping

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May 28, 2011
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Are you getting the most conversions in the same session where the user is signing up, or will he pull his CC only after his 5th or 10th visit?

There are so many possible models, and actually badoo is quite an exception (you can chat for free, but it sucks lol) however I consider them the most successful dating site ever.
And it seems to me that all major dating sites are optimized for the first scenario (trying to force conversion in first session).

Well, I will test it all anyway, just wondering about your experiences!
 


There is the traditional (free members to subscription) model that most of the big time dating players (Match, eHarmony, etc) use. And then there is the credit base model that POF, Zoosk use.

With the traditional model, you can't expect the user to pull out his CC in his first visit... this is where the 'free trial' hook comes in. Grant the user full access for 14 days, 30 days and bill him when the 'free trial' ends.

Obviously, there are lots of efforts that need to be done in the CRM to turn a free member and into a 'paid' member.
 
Can't speak for any others, but I've consulted with a Russian dating offer since the offer went live on CPA networks (about 4 years now), and their model is a little different than some. They have the free 3-day trial like a lot of other dating sites, but the back end money is made on an extremely small percentage of "super users" who get really invested in Russian dating. The vast majority (90% or so) don't spend anything, then the bulk of what's left are people who might pay for a few things, but definitely not a huge amount. A very small number of users, though, will go on to spend hundreds or thousands of dollars over months or even years.

As a result, it's nearly impossible to check affiliate quality in anything less than 60-90 days (unless the quality is REALLY good or REALLY bad). They spend a lot of time and energy locating scammers and detecting THAT before serious time elapses, but it's much harder to tell who's sending lots of average users vs. who's sending super users.
 
The most popular conversion model is 3days free trial, or just 3days trial per a couple of bucks. The point here is if you do not unsubscribe after 3days spent you will be automatically charged on whole month price.

stefanie said:
As a result, it's nearly impossible to check affiliate quality in anything less than 60-90 days (unless the quality is REALLY good or REALLY bad). They spend a lot of time and energy locating scammers and detecting THAT before serious time elapses, but it's much harder to tell who's sending lots of average users vs. who's sending super users.
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Thats all can be checked, there are exist calculations with help of which you can do it. Of course there is some part of possibilty, but mostly all this is correct, they based on the accumulation of traffic revenue from previous monthes, I can explain you if you want, please PM
 
Skilla said:
Thats all can be checked, there are exist calculations with help of which you can do it. Of course there is some part of possibilty, but mostly all this is correct, they based on the accumulation of traffic revenue from previous monthes, I can explain you if you want, please PM
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In this case, it's not so much monthly subscription as it's a matter of purchasing credits to use for chat, video chat, etc. In this particular situation, there's no auto-bill because the 3-day trial doesn't require payment details to be submitted.

Being an ex econ-nerd, I've played around with a few different models that weighed the impact of different types of site participation to try to predict future spending on the site - but even with a significant amount of historic data, it's hard to be *too* accurate, particularly if you're trying to draw conclusions about just one affiliate's quality and how much they'll bring in over the long run. We do have some rough numbers, but the bulk of affiliates usually fall somewhere in the "hard to predict" range so we usually have to wait it out for a couple months to be sure it's not a bad idea to cut someone. It's a lot less risky to hold onto someone iffy than to cut someone who could generate tons of revenue in the future - since nearly all the top affiliates end up running the offer for years.

Also - just remembered to mention that most all dating sites will market OTHER dating sites to the "dud" users that don't end up spending anything after a certain amount of time. MarketLeverage offers to monetize your duds for a cut of the profit in some cases, but it's usually easier to just pick your own offers or form partnerships with other advertisers.

All that said - I'm always open to the possibility that there's something I'm missing, so I'd love to hear what you have to say about it. I posted this here on the off chance that it's interesting to others who might be following this thread, but I'll definitely PM you to follow up :)
 
the main thing is coefficient revenue change so you can calculate the ROI for future monthes
 
Stefanie, thanks for posting that, quite interesting.

Skilla, the point is, will they pull the CC (no matter if for direct charge or trial/rebill model) on their first visit, or only after they made some good experience with the website and after you have harassed them for two weeks with email notifications?
 
seolinker said:
^
In adult it may take monthes before sale...after free join
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I understand..

Stupid question, but those adult sites like Fling or AFF are mainly consisting of fake profiles. Given there are over 19thousands cities just in the US alone, how do they come up with all those gazillion profiles?
 
BRB_fapping said:
Stefanie, thanks for posting that, quite interesting.

Skilla, the point is, will they pull the CC (no matter if for direct charge or trial/rebill model) on their first visit, or only after they made some good experience with the website and after you have harassed them for two weeks with email notifications?
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Anyway statistics are saying almost the same every time so if you buy the same traffic (I mean FB PPC for instance) you will get almost the same revenue month by month and the same accumulations of this revenue. So in conditions the same performing website and the same traffic structure you will get the same ROI. So when I calculate the ROI i always consider the revenue which will come to me in a few month. And it really does.
 
We use several conversion periods.

Same day conversion - 10% - (conversions that happened on the same day as free signup)
7 day conversion - about 40% (conversions that take place during 7 days from registration)
30 day - about 80%

Networks (general, mature, adult) they have they own conversion spread over time, but it's not much different form what I wrote above.

Short answer is you have to have enough money to cover all the costs plus keep investing for a couple of month before you'll stable revenue stream.
 
No.

I'm saying that 80% of all conversions that will ever happen usually happens during first 30 days.

Total conversions (100%) may be let's say 10% of all leads (depending on many factors, but good enough for this example), so 80% of total conversions will happen during first month.

Now using numbers instead of percentages.
Let's say you drive 100 leads (free signups) a day, and let's say your total conversion free to full membership is 10% then:
You'll get 10% of your total conversions on the very same day (10%) - and that will be one full member.

Then imagine you stop advertising.
you check your stats and after 7 days you'll have 4 full members and 8 members after a month (80% of all conversions).

Additional 20% will happen occasionally after a bit longer time, however I must say I'm not interested in anything after 30 days. Customer care and retention team should fight for those.

I hope it's clear now...
 
They have the free 3-day test like many of other going out with sites, but the back end cash is made on an exceedingly little percentage of "super users" who get actually bought into in Russian dating. The huge most (90% or so) don't spend any thing, then the bulk of what's left are persons who might yield for a couple of things, but decisively not a gigantic amount. A very little number of users, though, will proceed on to spend hundreds or thousands of dollars over months or even years.
 
so basically the user wants to test the waters first, make sure there are no fake profiles and real chicks they might be able to bang before they buy and that the site is easy to use...

now...how many real female profiles do you think you need to give the male user a good enough experience to actually pay for your service?
 
canucksfan19 said:
so basically the user wants to test the waters first, make sure there are no fake profiles and real chicks they might be able to bang before they buy and that the site is easy to use...

now...how many real female profiles do you think you need to give the male user a good enough experience to actually pay for your service?
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And don't forget that the females have to be near him, or he probably won't sign up
 
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