opinion

Navigating Traffic as a Payment Processor

Navigating Traffic as a Payment Processor

Drivers commute in traffic every day. Sometimes it moves, sometimes you don’t go anywhere and sometimes you hit a pot hole and throw out your alignment. Payment processors deal with the unpredictability of traffic, too.

Navigating through traffic is challenging. As consumers come to Segpay payment pages, we play the role of traffic cop, trying to get everyone where they need to go quickly, and flagging down the cars that are a danger to everyone. Of course, every merchant wants the traffic they send us to be converted into sales, but not all traffic is good traffic.

Our merchants’ growth is dependent on good traffic and good conversions. It’s important for us to find the clearest route, because if we are not converting their good traffic, an affiliate will choose to work with another merchant.

So, first we have to determine a few things, such as … can we convert the traffic to begin with? Was the traffic already declined by another processor? What geographic location is the traffic coming from? Is an affiliate trying to take you for a ride?

Ultimately, we are measured by our ability to convert traffic at a high rate to help merchants drive business. Our merchants’ growth is dependent on good traffic and good conversions. It’s important for us to find the clearest route, because if we are not converting their good traffic, an affiliate will choose to work with another merchant. We want our merchants to be successful, so here’s a look into how we navigate through the good and bad.

Segpay typically gives the green light to traffic when it comes from well-vetted affiliates. We’ll caution merchants against bad traffic; for example, a high volume of referrals due to low-dollar trial offers can lead to lots of fraud. On the other hand, offers that pay the affiliate based on successful conversions get a green light — as does traffic that is well-targeted towards a specific campaign or geo location. When it comes to traffic referred via desktop versus mobile, there is a big difference. Mobile traffic often generates lots of hits but, in the end, results in fewer conversions than traffic that comes via desktop.

There are other forms of bad traffic to be aware of, with the biggest offender being any traffic coming through offers that attempt to mislead consumers. Beware of traffic from countries with low credit card penetration, or where relatively few consumers can afford a $29.95 membership. Another prime example is “decline” traffic, which was already vetted and declined by a primary processor, but still sent to a secondary processor in a cascading setup. Merchants may believe there’s nothing to lose in re-trying these declines, but they will rarely, if ever succeed, severely dragging down conversion rates.

That is why Segpay requires merchants to send in an affiliate ID to help us identify and report on campaigns. We notify merchants when campaigns or affiliates produce a high number of chargebacks, refunds or other anomalies. Of course, merchants never like to see low conversion rates but, in the end, we need to pay close attention to potential warning signs and help our merchants avoid major bumps in the road — like a good traffic cop.

It took only three years for Cathy Beardsley to turn startup Segpay into a profitable company. As president and CEO, Beardsley oversees the day-to-day operations and long-term strategic planning for the company. Segpay is one of four companies approved by Visa USA to operate as a high-risk internet payment service provider in the U.S. Since 2005, Segpay has offered online merchants a state-of-the-art billing platform that provides realtime payment processing around the globe.

Related:  

Copyright © 2025 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More Articles

profile

WIA Profile: Leah Koons

If you’ve been to an industry event lately, odds are you’ve heard Leah Koons even before you’ve seen her. As Fansly’s director of marketing, Koons helps steer one of the fastest-growing creator platforms on the web.

Women in Adult ·
opinion

What France's New Law Means for Age Verification Worldwide

When France implemented its Security and Regulation of the Digital Space (SREN) law on April 11, it marked a pivotal moment in the ongoing global debate surrounding online safety and access to adult content.

Corey D. Silverstein ·
opinion

From Tariffs to Trends: Staying Resilient in a Shaky Online Adult Market

Whenever I check in with clients these days, I encounter the same concerns. For many, business has not quite bounced back after the typical post-holiday-season slowdown. Instead, consumers have been holding back due to the economic uncertainty around the Trump administration’s new tariffs and their impact on prices.

Cathy Beardsley ·
opinion

Optimizing Payment Strategies for High Ticket Sales

Payment processing for more expensive items, such as those exceeding $1,000 per order, can create unique challenges. For adult businesses, those challenges are magnified. Increased fraud risk, elevated chargeback ratios and heavier scrutiny from banks and processors are only the beginning.

Jonathan Corona ·
profile

WIA Profile: Lexi Morin

Lexi Morin’s journey into the adult industry began with a Craigslist ad and a leap of faith. In 2011, fresh-faced and ambitious, she was scrolling through job ads on Craigslist when she stumbled upon a listing for an assistant makeup artist.

Women In Adult ·
profile

Still Rocking: The Hun Celebrates 30 Years in the Game

In the ever-changing landscape of adult entertainment, The Hun’s Yellow Pages stands out for its endurance. As one of the internet’s original fixtures, literally nearly as old as the web itself, The Hun has functioned as a living archive for online adult content, quietly maintaining its relevance with an interface that feels more nostalgic than flashy.

Jackie Backman ·
opinion

Digital Desires: AI's Emerging Role in Adult Entertainment

The adult industry has always been ahead of the curve when it comes to embracing new technology. From the early days of dial-up internet and grainy video clips to today’s polished social media platforms and streaming services, our industry has never been afraid to innovate. But now, artificial intelligence (AI) is shaking things up in ways that are exciting but also daunting.

Steve Lightspeed ·
opinion

More Than Money: Why Donating Time Matters for Nonprofits

The adult industry faces constant legal battles, societal stigma and workplace challenges. Fortunately, a number of nonprofit organizations work tirelessly to protect the rights and well-being of adult performers, producers and industry workers. When folks in the industry think about supporting these groups, donating money is naturally the first solution that comes to mind.

Corey D. Silverstein ·
opinion

Consent Guardrails: How to Protect Your Content Platform

The adult industry takes a strong and definite stance against the creation or publication of nonconsensual materials. Adult industry creators, producers, processors, banks and hosts all share a vested interest in ensuring that the recording and publication of sexually explicit content is supported by informed consent.

Lawrence G. Walters ·
opinion

Payment Systems: Facilitator vs. Gateway Explained

Understanding and selecting the right payment platform can be confusing for anyone. Recently, Segpay launched its payment gateway. Since then, we’ve received numerous questions about the difference between a payment facilitator and a payment gateway. Most merchants want to know which type of platform best meets their business needs.

Cathy Beardsley ·
Show More