Making the MultiPass Decision

I'm looking for feedback on moving sites into a multi-pass arrangement.

I know that on the str8 side, a lot of the old school programs have a lot of doorway tours and all pretty much share the same content pool. Giving access to all of them really doesn't penalize them in regards to the labor involved for providing exclusive content to the same number of domains, and gives the surfer the impression they're getting a ton of porn sites for one price.

On the gay side, I'm not seeing a lot of that type of presentation. Domains for the most part house their own niche content and contain a variety of exclusive, purchased sets/movies and feeds to fill them with.

If you aren't really cross sharing content between various domains, what prompts the decision to offer multi-site access? What are the pros and cons to doing so?

You know, this is something i have seriously considered offering with Condom Cash but, ultimately, i think id be doing the members areas a dis-service in doing so.

As it stands right now, members who join our sites get access to the niche content in the site they join plus, a couple of additional niches that are what id consider to be 'cross over' niches within the members areas for example, if a member joined Mature Dudes, they would also get access to 'some' of the bear content from Only Bears, 'some' of the tattoo content from Tattooed Guys and 'some' of the content from Retro Male.

By offering up access to all the content we have available using a multipass scenario i really do think from a business standpoint, it will be counter-productive.

That being said, there is definately a place for multipass sites i just dont feel that right now, offering that option is something i need to be doing on Condom Cash not only because it cheapens the site but, also detracts from the potential revenues our affiliates can make from the program.

I know personally that id rather have a chance of making 50% x 24 sites costing $29.95 that making 50% on a single site offering access to all the content priced at $29.95

Regards,

Lee

For myself, I just don't know if such a set up is worth the hassle. I mean it does give an impression of great value, assuming you do the back end right but not many do, least not some of the one's i have seen.

What gets me is that some will sell you a membership, then when you get inside you see all these bonus sites but the pics/videos for the niche you signed up isn't there... you have to literally wade through all the other sites to find them.

Worse too is that when you join Site A and all the galleries are Marked Site C. Then when you get to Site C, you notice that its initial sign up price is $10 less than what you paid for your niche specific site that isnt.

Personally I think pissing off customers that way is short sighted and narrow minded. But hell, just my opinion. :coffee:

I would like to offer multiple sites all with one pass, but with the transient nature of most viewers I think it would cost me sales in the long run. I might give access to another closely related site if the original site is small but yet again, I think it would just be better to add most of the others sites content to the smaller one if it would fit at all. Like when I open my twink foot fetish site, I will also add most of the content I have in my main stream twink site as well.

what about having 4 different sites, each with their own content - and members get access to all? our reps tell me those retain like crazy, and that way members won't find the same content on multiple sites.

What you said makes sense Lee. Cross passing to same niche makes sense, so does cross passing into say smaller sites that might be created to serve as your own smaller "feed" sites.

Easiest to explain would be say I have 5-6 sites - totally non related niches. I build an erotica story site ... and let all have access to it as a 'bonus' site. Whether I update it or not, is optional.

Ian - I know EXACTLY the type sites you're talking about! I've even done reviews and have said, hey, you get these other 5 sites no matter which you join, so go sign up thru site C because you get em all for 10 bucks less!

Well I would really like to do that Bass, but worry I would burn out all 4 with one join. I would offer some different content in all 4 even if I keep them separate, and I believe I will experiment a bit with it as far as combing them. I just really think it will not help much, most people join a site to have fun for a month or 2 then drop off to explore something “new” even if the new site is 65-70% the same as the previous one, after all I would say 50% of every twink site is about the same as any other large one. Smaller sites with all exclusive content would not be the same, but they for the most part are pretty small sites.

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Originally Posted by basschick

what about having 4 different sites, each with their own content - and members get access to all? our reps tell me those retain like crazy, and that way members won't find the same content on multiple sites.

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I know some programs do this, and that's part of why I posted this question. Is the money better longterm to give them all out on one multipass as opposed to trying to get surfers to join each individually? Do surfers buy into more than one site on a monthly basis? Or do they tend to stick with one, maybe two, so retaining them is the better marketing strategy?

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Originally Posted by Bec

Do surfers buy into more than one site on a monthly basis?

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Some surfers actually join the same site 3 times in a week then wonder why the site hasnt been updated LOL

I had that happen a month or two back, guy joined on a Monday, Wednesday and Thursday and wondered why the content was all the same... The reason being, we update on a Sunday LOL

Regards,

Lee

its a known paradigm in business that its cheaper to keep an existing client than it is to win a new one. If you can keep 10 members for one extra month and the price is losing one member that would have joined one of your other sites, then you are 9 billing events ahead of the game.

Well despite the resident authority on what surfers do or don't do, I think that your idea has merit Bec. Sometimes many are unaware of the other type of sites and so perhaps using Lee's process, limited content from the other niches would make economic sense. It could also add a bit more retention to a site, as they could explore while awaiting the next update to the site of their choice.

Man is a curious creature by nature, so if the other sites are different enough, you never know. Just might add some interesting results. :coffee:

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Originally Posted by Lee

Some surfers actually join the same site 3 times in a week then wonder why the site hasnt been updated LOL

I had that happen a month or two back, guy joined on a Monday, Wednesday and Thursday and wondered why the content was all the same... The reason being, we update on a Sunday LOL

Regards,

Lee

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LMAO - now he wins the :max: duncecap award! Even you have to admit, this isn't NORMAL purchasing behavior!!

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Originally Posted by Chilihost

its a known paradigm in business that its cheaper to keep an existing client than it is to win a new one. If you can keep 10 members for one extra month and the price is losing one member that joins one of your other sites, then you are 9 billing events ahead of the game.

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Ya if it really worked that way in the real would it would be nice, but 75% of viewers look at your site like a rented movie from blockbusters, they might keep the movie a bit to long and have to pay a penalty but are going to bring it back soon. If they have gotten access to all 4 sites with one rental 3-8 months down the line they are not going to be coming back “a few will of course” but most will never join that site again. This is why “new” sites do so good and after a year or 2 your sales go down.

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Originally Posted by Bec

LMAO - now he wins the :max: duncecap award! Even you have to admit, this isn't NORMAL purchasing behavior!!

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Yeah i know its not 'normal' would be damn nice if it was though LOL

The best thing of all though, he has cancelled his 3 memberships but, they all rebilled before he cancelled LOL

Regards,

Lee

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Originally Posted by Lee

Yeah i know its not 'normal' would be damn nice if it was though LOL

The best thing of all though, he has cancelled his 3 memberships but, they all rebilled before he cancelled LOL

Regards,

Lee

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I'm assuming he hasn't charged back then ... or you wouldn't be quite so happy about it ;)

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Originally Posted by Bec

I'm assuming he hasn't charged back then ... or you wouldn't be quite so happy about it ;)

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No he hasnt thats why i wish all surfers did the same thing LOL

Regards,

Lee

This is something that we have looked at. We do share some of the content between sites as a bonus but I agree with Lee that it is crazy to give them everything you have on all sites for one price.

I have used this concept when I was working in str8 stuff, like putting an anal, oral, ebony and fat girl site together, and the surfers really seemed to like it. And it makes it easier if you have multiple sites and they get updated once a week.

We have some sites under development that will offer bonus access to some of our other sites, but I do think the niches need to be somewhat complimentary. ie. someone joining a mature site probably wouldnt find a bonus twink site of much value, but pair it with a bear site or something and it's on.

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Originally Posted by sukime69

This is something that we have looked at. We do share some of the content between sites as a bonus but I agree with Lee that it is crazy to give them everything you have on all sites for one price.

I have used this concept when I was working in str8 stuff, like putting an anal, oral, ebony and fat girl site together, and the surfers really seemed to like it. And it makes it easier if you have multiple sites and they get updated once a week.

We have some sites under development that will offer bonus access to some of our other sites, but I do think the niches need to be somewhat complimentary. ie. someone joining a mature site probably wouldnt find a bonus twink site of much value, but pair it with a bear site or something and it's on.

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I've seen other sites try to do that ... and invaribly they have one site that ends up being offered that provides the doorway that will eventually lead them thru all the sites. So if I join site A, and get b and c... c ends up being available to sites d and e ... so there are links to them on c. I'm not sure if that was an oops or intentional.

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Originally Posted by maxpower

Ya if it really worked that way in the real would it would be nice, but 75% of viewers look at your site like a rented movie from blockbusters, they might keep the movie a bit to long and have to pay a penalty but are going to bring it back soon. If they have gotten access to all 4 sites with one rental 3-8 months down the line they are not going to be coming back “a few will of course” but most will never join that site again. This is why “new” sites do so good and after a year or 2 your sales go down.

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I have not found this to be the case at all. I have members that have joined and left and rejoined 3 or 4 times. Some people just dont like an ongoing billing. We have a one month non-recurring membership that costs more than the monthly, and I am constantly amazed at how many people sign up for that, pay the premium to not get rebilled, and then sign up again 2 months later.

While there is value to having a "new" site, I know that a lot of surfers prefer and established site with a good reputation they know they can trust. There are a lot of factors that go into whether a member will continue rebilling, especially updates and new content being added on a consistent basis. Most surfers that have been around a while have experienced being burnt signing up to a "new" site and then finding the same content there that they have seen over and over.

Well man, that is something I will have to play around with once I get all my sites up and going. I just worry about blowing my whole load with one 1 join then having nothing for the future. I did make all of my sites compatible with each other, so if it does work out best to offer them all together it will work. I will just have to wait and see if the rebills are going to make up for the loss in individual sales I would make if they are combined. But ya have to keep in mind at first all my sites will be “new” sites, I am really not sure what will work out best, I will play with it to see, after all in the end that is what we do, play with numbers all day. :kelly:

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Originally Posted by sukime69

I have not found this to be the case at all. I have members that have joined and left and rejoined 3 or 4 times. Some people just dont like an ongoing billing. We have a one month non-recurring membership that costs more than the monthly, and I am constantly amazed at how many people sign up for that, pay the premium to not get rebilled, and then sign up again 2 months later.

While there is value to having a "new" site, I know that a lot of surfers prefer and established site with a good reputation they know they can trust. There are a lot of factors that go into whether a member will continue rebilling, especially updates and new content being added on a consistent basis. Most surfers that have been around a while have experienced being burnt signing up to a "new" site and then finding the same content there that they have seen over and over.

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I can see some surfers doing that, but wouldn't it be better to have the bulk of the signups be ones that do a consistent rebill each month? I'd think multiple sites on one pass would setup that sort of retention?

Yeah, that is about the only way I have found to learn in this business - trial and error. And what works for one program wont necessarily work for another program. I think the best thing to do is find what works for you.

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Originally Posted by sukime69

Yeah, that is about the only way I have found to learn in this business - trial and error. And what works for one program wont necessarily work for another program. I think the best thing to do is find what works for you.

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Ya me too man, that is about the best advice, plan for multiple strategies at first then see what will work best for you in the end.

we had one site where quite a few people rejoined every couple months, several rejoining many times to see the updates without being rebilled. i'm just as happy to make $24.95 5 times from rejoining as from rebills.

if you have 7 sites in complementary niches, you could end up with daily updates and that would be spiffy for retention :)

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Originally Posted by Bec

I can see some surfers doing that, but wouldn't it be better to have the bulk of the signups be ones that do a consistent rebill each month? I'd think multiple sites on one pass would setup that sort of retention?

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But if you think about it, if you had lets say 5 separate sites that are some what similar, that you used some of the same content on, you could first update the content that fit exactly with the category it belonged in, then later add the same content to the other sites as a updates as well. This way to could use the same “new” content as a update on more than one site, and make it look like it was constantly updating. “killing 5 birds with one stone as they say” Like I said before this will all be something I will have to play with

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Originally Posted by basschick

we had one site where quite a few people rejoined every couple months, several rejoining many times to see the updates without being rebilled. i'm just as happy to make $24.95 5 times from rejoining as from rebills.

if you have 7 sites in complementary niches, you could end up with daily updates and that would be spiffy for retention :)

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Exactly. I am just happy to see them come back, and if they want to pay a premium to not have to click the cancel button, that is a real plus too.

And I still believe the best thing for retention is top quality content in the niche you are in and regular, frequent updates. Probably doesnt matter much if that is accomplished by one site or a group. Surfers have gotten more sophisticated and recognize the smoke and mirrors tricks that a lot of the huge companies use.