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Reinventing the Web: Innovations Moving Forward in 2004
By Kath Blackwell
Is your business in need of something new and exciting to push it forward to the next level? Do you feel like your old business model is just dying on the vine before it ever really got a chance to blossom? You're not alone.
Many webmasters are putting real time and effort into finding new ways to drive traffic, process sales, build sites, design tours, explore new technologies and make things more user friendly overall. Yes - that's what I said - user friendly!
Times have changed, and so have webmastering trends. For the most part, it's been a very good thing. The industry was really beginning to stagnate. I mean, come on - when the biggest hit of the year is TGP2 (as opposed to TGP "one"), it's time to shake things up a little and get back into the ballgame.
So what is today's webmaster doing to bring his/her website to the next level, to create something so innovative and ground breaking as to catch the attention of today's savvy surfer and make the sale? Fortunately the Web is still growing and is still basically writing its own script - so the ideas, the possibilities and potential are endless. Everywhere you look you can find unique ideas and new ways of doing things.
TRAFFIC
This is the number one webmaster question, worry, and concern, when you get a bunch of us together at industry gatherings. Where do you get traffic, how do you filter it, what do you do with it once you get it, and where do you send it? - the million dollar questions. Those who are "in the know" know that the world of traffic generation and trade is changing. In the January 2004 issue of Klixxx Magazine, Greenguy and Jim of GreenguyandJim.com predicted that this year much of the free traffic that webmasters have been enjoying since the dawn of the 'Net will no longer be so. Paying for traffic - and on the other end, charging for it - will be the hot new trend.
This makes sense, because traffic is the golden lava that flows through the Internet, bringing surfers - potential customers, hits, impressions, sales and clicks to the webmaster and his affiliates. Bigger companies have been paying for traffic for years, so this really isn't anything new as a concept per se, but for the little guy - the Average Joe Webmaster - buying traffic might make him feel a little uneasy.
If you think about it, we've been getting a lot of "free traffic" for years. Traffic trades through Webmaster Resources, Link Lists, Thumbnail Gallery Programs and even freebie links at mainstream search engines and directories have made us pretty spoiled. Paid advertising - because let's face it, that's what those listings really are - is becoming more and more commonplace in the adult Web arena. Webmaster Resources who charge for listings, priority listings and prime advertising spots within articles and tutorial sections are a pretty familiar site, so why shouldn't traffic site owners charge for prime listings on their sites? It might surprise you to find out that they already do - and have been doing so for quite a while now. However, some sites are trying to encourage a pay-for-listing charge system that would reach throughout the industry and affect both the big guy, and the little guy as well.
So what would this mean? Would we now have to start paying a per-click, per-impression or a weekly/monthly rate for the same hit-or-miss traffic that we've been receiving all along - or would this traffic be more filtered, more targeted and have a higher average conversion ratio? The answer isn't much better - it will all depend upon with whom you are doing business. Choosing a traffic source will be like choosing a sponsor in today's changing market. Reputation, reliability, credibility - not to mention personal recommendations from people you know and trust, along with certain specific guarantees or minimum set outcomes from the source you are purchasing traffic from will all come into play. Making more informed and educated decisions about where to purchase traffic, where to sell traffic and how much you'll see as a result - these will be essential elements that must be considered before just slapping up an adult site and hoping to make some beer money.
The Web is growing up and things are changing. It's time that as webmasters and business owners within the community, we grow up and change as well. Playtime is over - it's time to get to work.
PROCESSING
Just take a look around - new processing options are everywhere! Paypal.com is now out of the question for adult entrepreneurs, but there are plenty of other non-credit card based solutions popping up from around the globe. Processing solutions such as pre-paid cards, epassporte, debit cards, online checks (ACH Debit) - even mobile technology innovations are being tweaked as we speak and are already coming in vogue for online shoppers, and are being readily accepted by webmasters looking for the next big thing to replace Visa/MC.
The credit card system is hopelessly flawed at this point in the game, so today's smart webmaster needs to keep an eye and an ear open for any alternative that comes his/her way. Of course you need to beware not to fall into any alternative option that might be illegal or scam your business - or your customers - in any way, but keeping an open mind is always a good idea. People laughed at Paypal.com when it first got started and now it's the number one payment option at eBay.com. True, it's not acceptable for adult-oriented transactions, but it just goes to show, our "Paypal" is out there somewhere. It might not have been discovered - or even thought of yet - but it's out there.
The best way to get started is to speak with your current processing company. Your representative might have alternative methods already available to you, or have suggestions of partnering companies that could help you find complimentary solutions that would work with your current program. It also doesn't hurt to consult with your Web savvy attorney. If you don't already have one - you should! Make sure that your innovative processing method of choice is legal in your state and country. Before you change or add anything as major as processing to your paysite, you should definitely consult your attorney.
Offering your traffic as many payment options and membership opportunities as possible is always a smart business practice. Not everyone has a credit card or bank account - but everyone wants to buy something online. Make sure you make their transaction as painless as possible, offer affordable pricing solutions that would meet everyone's budget - and make sure you offer transaction processing options that would suit their needs as well.
Part Two: DESIGN
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