How to improve your OF profile page - a beginner’s guide to analytics

This post is part 2 in my Beginner’s Guide to Analytics series. If you haven’t read part 1 yet, please do so here: Marketing your OF through Social Media.

Today’s chit chat is going to cover more analytics concepts for beginners like:

• How to improve their OF profile page

• Which metrics on your OF profile page are the most important to focus on

• Why PPVs and tip menus are often focused on too soon

Buckle up girlypops 💕 I had caffeine and now I’m ready to talk about math 👩🏻‍🔬

Big goal: Make more money by improving your conversion rate.

If know me at all, you know I’m always pushing people to focus on their OF page’s conversion rate. This is simply: a percentage that represents the number of people who purchase your subscription after viewing your page. ( 10 subscribers out of 100 potential-subscribers = 10% conversion rate)

Last week I talked about the importance of using tracking links to most accurately calculate what your conversion rate is. If you’re not doing that already, you should start doing that ASAP (under: my profile —> edit profile —> tracking links —> create new tracking link).

Let me take a big step back and talk about WHY this metric is so important. Your conversion rate controls so many future opportunities: your conversion rate controls how people will ever see your ppvs, your tip menu, your wall posts. It controls how many people you can market to in the future.

It doesn’t matter if you have the best ppvs, tip menu items, or content in the world, if nobody sees them.

The better your conversion rate is, the more opportunities you have to make money in the future.

While it’s hard to say for sure, my guess is that a healthy conversion rate is somewhere between 1%-3%. Conversion rates vary from industry to industry, and there honestly isn’t much data on conversion rates in the adult industry. However, we can learn from adjacent industries!

Adobe reported these average conversion rates as of Q4 2022:

1. Fashion and apparel: 2.7%

2. Health and beauty: 3.3%

3. Entertainment: 2.5%

4. Household goods: 2.1%

5. Electronics: 1.9%

6. Food and beverage: 4.6%
   

Why am I sharing the above with you? To set expectations: it’s simply not likely that you’ll have a conversion rate of 10%, even 5%. While doing any estimations or setting goals, somewhere between 1% and 3% feel healthy.

Now, you may be thinking: what are things I should focus on to improve my conversion rate?

Before we get into metrics to improve, I have a few non-negotiables:

1. Make sure your media count is strong. It’s very unlikely that somebody will subscribe to your page if you have 10 videos. Aim for at least 50 videos, but 100+ is what you should be aiming for. If you have low media count, no amount of optimization is going to make much of a difference.

2. Make sure your banner and profile photos are decent quality / aesthetic.

3. Get your like count up. If yours are low, add a reward to your welcome message to anybody who likes 10 posts or more.

After the non-negotiables, what’s next?

Step 1: For your banner and profile picture, make sure to pick photos that are already successful elsewhere

I have an entire separate post on how I increased a “low months’s” conversion rate by changing the profile’s photos. The tldr is: do not just pick random photos based on what you like. Pick your banner photos (a collage of 3-4) and profile photo based on which photos of yours performed best on Instagram / Reddit / other social media platforms.

Why? If these photos performed well on social media, they are likely to perform well on OF too. Use data to guide your decisions.

Step 2: Make sure the first line of your bio is alluring

We all write bios in hopes of potential-subscribers reading every line…but the reality is that many people don’t read them fully. In fact, I believe a lot of them aren’t even clicking the “more info” button.

What does that mean for us? We should make that VERY first sentence (the sentence that’s visible without having to click “more info”), the most alluring, compelling, enthralling sentence we can possibly say.

Whatever it is that you want to offer on your page that’s most important is what you should highlight here. I can’t tell you how many times I’ve seen girlies have a boring first sentence. We have so few variables that we can control on the profile page, we really have to use each one strategically.

Step 3: Test out different prices to figure out what subscription price gives you the most revenue + highest conversion rate

This is perhaps the most difficult variable to test. At some point, you’re going to have to figure out what is the right subscription price for your page. The right answer here is likely not the price with the highest conversion rate, but the price with the highest revenue.

For example, out of these different hypothetical performances:

You can see that the highest conversion rate (3%) actually results in the lowest amount of revenue ($1.8k) and the lowest conversion rate (0.5%) results in the highest amount of revenue ($3.5k). Ultimately, revenue is my driving force so that’s what I am going to be looking at.

There are a few different ways to test out prices:

First option: if you’re a brand new page you can simply change the price of your subscription after a few weeks and measure the changes. This is emotionally difficult, because you’ll lose most of your subscribers each time you do this. This is the route that I took, because I didn’t want to commit to a price until it had been thoroughly tested.

Second option: if your subscription price is already set and you don’t want to change it, the best you can do is run sales at different prices to see if you’re able to get more people to the point where the increase in conversion rate makes up for the low cost. A scenario like that would look something like this:

Notice how the 2% conversion rate isn’t the highest or lowest out of that column, but the revenue from that price is better than the results of the most expensive subscription AND the best converting subscription.

If you’re more intermediate/advanced in your OF journey, you might wonder: but what if it’s worth it to just pick the price point that has the MOST amount of new subscribers, even if I make less revenue? What if I can just sell more PPVs to make up for it?

That’s a valid question, but I find it’s incredibly difficult to do that. I would only go that route if you have already proven that PPVs make up a huge percentage of your total revenue. In my experience, PPVs made up a huge % of revenue on the free page but not the paid page. On the paid page, only a small % of people purchase a PPV so it’s not a huge revenue driver.

Anyway - back to price testing. Price testing sucks, it really does, because it introduces a revenue instability (what if you do a test that performs badly) but it’s better to do it sooner than later so that you can move on and not have to worry about it in the future.

What should you not focus on?

There are dozens of metrics we could all be focusing on, BUT my posts are geared towards the most high-impact metrics. I think everybody should spend their time prioritizing the metrics that have the biggest impact on revenue. If you’re new to marketing/data in general, we sometimes get into the habit of wanting to focus on something that feels good but doesn’t necessarily have an impact on revenue.

For example, spending multiple days designing your PPV menu. As long as it’s legible, the menu design probably doesn’t have much of an impact on your revenue. Or, worrying about getting your 4 paragraph bio right: most people are not reading it.

The above examples are a bit more obvious, but one that’s less obvious is: PPVs, services, or chatting. While these are absolutely important, they do not have the biggest impact on the future of your business. Your OF page’s conversion rate does.

Because remember: even if you have the best PPVs in the world, if too few people in the world see it, it’s not going to make you money. We need to first figure out how to get subscribers into the page at all, before worrying about how to get them to buy more things.

To do list: What exactly should you be doing for the first ~4 months?

1. If you haven’t already, get your non-negotiables taken care of.

2. Test out new photos + bios to see what converts best. Run each test for at least 2 weeks. After doing a few different sets of these, decide which one performed the best and leave it alone.

3. Test new prices and see how things convert. Do NOT test this at the same time as #1. You cannot have anything impacting the price test except the price.
   

For steps 2 and 3, record everything in a spreadsheet so you can refer back to it in the future. If you don’t do this you will regret it 🙃 I can’t tell you how many times I’ve thought “oh I’ll remember what I changed” only to revisit it months later to wonder what the heck I did to cause a change in data haha.

Have fun out there & stay warm!

xoxo your spicy mother, Kelly 🌶