As the marketing manager for an adult mall program, much of my time is spent working on and analyzing how my affiliates are sending their traffic to their own adult mall. More often than not, affiliates don't realize throwing up a link and calling it "sex toys" isn't the best way to market a store. Surfers are more likely to believe it is a gallery of girls using sex toys and become disappointed when they see that link goes to a store - leaving the Webmaster to wonder why they have received so many uniques without a purchase.
In this article, I will discuss the finer points of qualifying a customer to your adult mall.
BUILD YOUR STORE TO LOOK LIKE YOUR SITE
Many times I'll check an affiliate's store and it doesn't even come close to looking like their Website or member's area. Remember, a customer is more likely to buy if the look of the store matches the site.
Many adult mall programs offer customizable store themes that will generally come close to the look and feel of your own site. This is an easy process, and typically takes just a few minutes. Bare minimum, the colors and logos should match; with as much time as you've spent on your site or member's area, you should want your store to have an integrated look.
To go that "extra mile" in customization, many programs also include second-level domain masking. I encourage all of our Webmasters to use second-level domains (sometimes referred to as a "sub domain" or "c-name"). Sub domains are easy to set up and keep your domain in the linking, and the store will look seamless to the consumer. For example, if your domain is www.xxxpresstoys.com, your sub domain might be shop.xxxpresstoys.com.
TARGET SHOPPERS
It's imperative to have the correct verbiage on your link to the store. You have the surfer at your site, so don't be afraid to blatantly label your store. You want them to come and shop on their terms, not to be disappointed that they thought it was a stream or a gallery. Use text like "Purchase DVDs Here," "Shop for Sex Toys," "Buy Vibrators Here," or "Great Deals on Lube."
Don't be afraid to add text links around the site, too. You can effectively remind your surfers or members that you have an adult mall and what your adult mall offers. Throw in some text links like: "Double your pleasure with a pocket pussy," "Learn the ways of Kama Sutra," "Last longer with climax controlled condoms," and "Tie him/her up with furry cuffs."
Give surfers what they want by showing them where they can buy your products and you've all but made the sale.
MARKETING TIPS
I hear a lot from Webmasters that adult stores don't make them any money, and when I ask why, they say they usually don't know. When I dig deeper, I usually find they've put up one link and have it buried in their site somewhere. The store shouldn't be a standalone section, but should be incorporated throughout other areas of the site in order to get the surfer to buy on impulse.
There are many effective ways to promote the store. Here are a few pointers:
•Most sites have a "What's New" or "Current Events" section. Promote the store or an item here; it's usually the first place a member looks when they enter the site. Most adult malls also have a section where surfers can grab a "new product!" or follow a link to similar products. Plus, this is free content.
•If you have image galleries of girls/guys using a toy, put a link or banner at the bottom of the page or next to the image sending surfers into the store for that toy or a similar item.
•If you have a niche site focusing on a particular girl/guy, the performer can provide a "top five" of their favorite products, a wish list, or "as seen in this gallery."
•If you provide erotic stories and a story references an item such as a piece of lingerie or a toy, hot link to that item in the store. Erotic stories are probably one of the best ways to target surfers because you are catching them in the mood, and it adds a "visual" to the text.
CONCLUSION
One of the easiest things to incorporate into a Website is an adult mall, and adult malls are a great upsale for any site. Most members are already spending $30 a month, so spending a bit more on products isn't a huge step. An adult mall is a great way to add to your bottom line. Isn't that what it is all about? o
Toydawg is the marketing manager for XXXpressToys.com
