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Unless the site is total crap, just looking over the site layout, design, and join pages isn't going to tell you shit about how it will convert. Dead ends, traffic leaks, and crap join pages can kill conversions of course.
Site owners wanting to tweak things should look at..
- How fast the tour loads, even though faster isn't always better.
- A single page tour may convert better than a 3 page tour.
- Different tour styles, some styles work great with some webmasters.
- Quality of presentation, videos, graphic quality, and text.
- 15-second trailers may convert better than 30 second, then again 1 minute HD may do even better, all depends on what you are trying to sell.
- Color/layout to go with your theme. If your hardcore don't have a softcore design..
- Exits/Popups.. Bad code and bad timing can cause conversion issues. Sometimes popunders popup over the tour.
Then join pages.. Tweaking your join page style can really change ratios. No possible way for a webmaster to eyeball this. Join pages can make ratios jump to 1:1000 or 1:200. One style may not work for every site. Try changing your join pages, full style change, different forms, less/more, buttons, remove the price, etc.. Watch the numbers bounce around.
And finally, mistakes.. The amount of programs with bad exit codes, screw ups in galleries, tours, bad spelling, dead links & bad links in the members area can really play on the overall numbers.
So what do I look for? Well I make sure first that the site color/theme goes well with the content being presented. I make sure the tour sells me. Either it has great quality stuff or the design covers everything the site has, number of videos, pictures, type, how often they update.. Then I look at the join page, simple first, I make sure it works and I check to see how it handles errors. I have joined at least one paysite from every program I have ever pushed.
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