Paysites - Please explain the purpose of generic join pages
 

I've been working on conversion rate optimization in this industry for years now, which usally just means testing join pages and price points. Over the past year or so I've started using advanced a/b testing software that allows me to optimize all pages to improve traffic flow through tour pages and through the join process itself. This has given me a lot of new insight into surfer experience and into the join process as a whole.

So anyways, I've always wondered why most paysites still use generic white pages for their gateway join forms?

I get that 3rd party billers like Epoch and CCBill could have standardized the generic white page for their own reasons. But now when so many of us have merchant accounts, why continue the generic white trend?

I think all the big mainstream sites have already created an expectation of seamless transition through all pages in the join process. Every page looks the same, is well branded and minimizes every step as much as possible. So I don't understand why so many of us still insist on sending surfers from a beautifully designed and branded pre-join page to a generic white page with a long form to fill out, sometimes in multiple columns and with tiny font.

Wouldn't it improve ovearll ratios if surfers were given the same seamless join process that they get virtually everywhere else? If anything, it could remove some uncertainty and skepticism that a lot of people already have about adult sites.

Or does the generic style actually convey trust, since it looks more official maybe?

I think the generic white background signup page gives the surfer some confidence that their credit card is being processed by a legit processing operation.

My CCBILL signup pages are all customized to look like my tour design and personalized - I have no idea if it helps - I suspect it doesn't, I'm just a design whore type guy.

bump for you :)

Join page should be branded and marry in with the rest of the marketing pitch seamlessly.

We have tested it and there is not even a question about it.

Definitely, considering it is the most important page of the whole tour - even more critical than the landing page - since it is where people will actually spend their hard earned money - there should be a connection to the rest of the tour. That is what cements the deal and a generic page pretty much loses that. That branded join page is the last big chance to convert those customers.

:2 cents: x :2 cents: = common sense

The only way to know for certain is to split test them, both versions on your live traffic simultaneously.

I agree :)

What software are you using to do this?

http://www.adultseotools.com/VWO

It's the best tool for A/B Testing that I've found, and one of the few that's adult-friendly.

my understanding is white converts the best

Would you like to feel like you're holding your credit card going to cash out at a nice well lit counter or would you like someone to take your credit card in the dark broom closet in the back of the store?

This.

:2 cents:

Some are just to lazy to create custom join forms.

I have always felt this way as well.

Are yu talking about the CCBill (or whomever) Join form THEY host or the ones I (or a paysite) hosts?

Like this:

http://www.erosexotica.com/join.html
http://www.misterpeabodyworld.com/join.html
www.chubbyblondy.com/join.html

?

I'm looking at gateway join pages that use merchant accounts. They're normally the second stage in the join process.

Thanks Adrian :thumbsup

When it comes to conversions, clarity always beats pretty. That's simply not disputable.

To work well a join page needs to be clear and concise and convey trust. It doesn't need to be generic or not match the rest of the site in order to do this.

We see the plain join page thing a lot with our own pay site CMS customers. I believe a lot of people just throw up a join page and don't give a lot of thought to its importance in the sale process. I also believe a lot of people don't know where to begin when it comes to creating a solid page or optimizing this sort of stuff. :2 cents:

That's a great point, thanks A.J.

How is this different from google's multi variate testing tool Adrian? Does it have features that aren't found with google?

So what are some great join pages? Any good join page designers?