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Speaking as the designer who babbles on about guaranteeing conversion rates and all...
It all starts with the content. How you design around it will make a difference indeed but the content is what gets the client hard and ready to pay to see more. It's kinda like this:
1) Member joins most likely to masturbate.
2) Graphics don't get anyone hard (except maybe me and some other designers here =])
3) Designing around good content you can direct a potential member to see your content is such a way as to have the max chance of giving him said boner,
4) Once you got 1 & 3 covered it becomes all about traffic.
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Retired Pornosticator
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