Franck's point is well taken.
If your expectation of conversions to sales comes from your experiences with non-dating-adult sponsors, you're going to be very surprised with dating performance.
Number one, adult content pay sites don't really have a "free join". Sure, there's a tour of some sort, and an opportunity to "sample" the benefits of paid membership. But the sample-set is usually no more than a few dozen pix or clips, with a limited number of models/scenes, or maybe just one model, in the case of a single-girl site.
By contrast, dating sites DO offer their "free" members an opportunity to become acquainted with the site features, and to (most importantly) find the person in the DB with whom they simply MUST get in touch. Since they can do most things EXCEPT get in touch with other members, this "trial" period may last for weeks before they decide to become a paid member. For content pay sites, the arrival-to-paid span is usually just a few minutes. If they're ever gonna pay, they'll most likely do it immediately -- to satisfy the impulse while the impulse is still intense.
So, this means that you should temper your expectations as regards both the RATE of paid joins, AND their magnitude. What distinguishes a really GOOD dating site from other kinds of adult programs and lesser dating sites is how well they convey to the prospective paid member the benefits of membership BEFORE they pay.
This is why one-year orders, and staggering month-to-month recursions are not uncommon with the best sites.
Humble/impartial
j-