Online adult entertainment multiplex XonDemand announced the availability of a 2-minute self-running customer acquisition/education tutorial tool for its Adult Entertainment Online Multiplex.
In targeting an older, more affluent adult population for its pay-per-minute Video-on-Demand (VoD) business, XonDemand said they responded to focus group findings that indicated their potential audience would welcome virtual "hand holding" in learning more about how the Website works.
"We take our market position of being 'the platinum standard' very seriously," director of marketing Larry Charles told AVNOnline.com. "When we tested the beta version of our new Multiplex, older adults with limited computer skills didn't know where to start in the navigation process. This came as a surprise to us as we thought we had a fluid user experience nailed. But then we looked at the site through their eyes, and saw an opportunity to make their introduction to our business easier, more informative and more entertaining. We think our 'Learn More' Flash tutorial is just what the doctor ordered."
In response, XonDemand created this easy-to-understand Website overview as the virtual equivalent of a personal tour. Produced in nine user-friendly message segments with an announcer voiceover, the tour explains XonDemand's exclusive screening rooms concept, how to use the site, links to special interests, and how to find help – all designed to increase new guest conversion rates and heighten customer retention by encouraging re-purchase of viewing minutes packages, priced at $.08 per minute, with no membership fees and no long-term obligation.
"Sometimes you just have to go back to the basics," said XonDemand president Frank Ryan in a statement. "People like personal attention when being introduced to new technologies, especially our targeted audience of older adults.
“Most of this market segment has personal computers and strong connectivity with broadband access, but they aren't as intuitively savvy as the younger population when it comes to using the equipment and online navigation."
In addition to Macromedia, the XonDemand operations model includes a blend of products and services from Microsoft, Red Hat, ObjectCube, and RealNetworks.
