There was plenty of opposition to .xxx when it was gaining approval from parts of the adult industry, but there are strong signs it is becoming successful within the industry. Last week, ICM Registry, the registry for .xxx, announced Really Useful Limited, one of the worldâs leading adult producers, has invested over $600,000 in new .xxx domains.
As one of the original founding members of YouPorn, JT, Chairman of Really Useful Limited, has amassed a wealth of knowledge and experience. He is widely considered to be the leading light of the latest generation of online adult entertainment entrepreneurs and was recently voted âCEO of the Yearâ by Xbiz.
JT started his acquisition of .xxx domains in 2011 with the highly successful Casting.xxx and Orgasms.xxx and has added to his portfolio on several occasions since, buying Czech.xxx, Massage.xxx, Mom.xxx, and the recently launched StrapOn.xxx. Four additional world-class domains have just been acquired, including Mature.xxx, Bdsm.xxx, Publicsex.xxx and one of the most searched on adult keywords which is arguably the number one adult related domain, Teen.xxx. The latest deal is worth in excess of $600,000 with Teen.xxx priced at $400,000, which takes JTâs total investment in .xxx Premium names just over $800,000.
Explaining why he was continuing to invest in .xxx domains, JT said, âI didnât hesitate in buying more premium domains. The existing .xxx sites I have are performing much better on a like-for-like basis than my .com sites. Google ranks them higher because they clearly identify the content as adult. This means that traffic to my .xxx sites has been pre-qualified by search engines and conversions from visitor to member are considerably higher.â
âThe fact that each domain will qualify for ICMâs Grandfathering is also important to me. I think that .PORN in particular will be an enormous bonus to search results. Based on my experience and logic, surfers will search for âmature pornâ or âteen pornâ for example, and my sites will rank high in those results. Once I knew ICM had qualified to run .PORN I was straight on the phone with my wish list of domains. It is very important to me to own as many of the top 20 adult search term keywords,â JT stated, âIn my opinion, .xxx has proven that it is the future destination for adult content on the Internet, and I will continue investing in more .xxx domains for my new projects.â
In addition, JTâs experience is that performance is better for .xxx domain over a comparable .com.
âReally Useful has operated both a .com and .xxx version of what is, in effect, the same website for the last two years, FakeAgent.com and Casting.xxx,â JT said. âThis gives me a direct comparison of the performance of a .xxx domain over a .com; it was because of this data that I have made a considerable investment in additional .xxx domains. Specifically, FakeAgent.com has a âbounce rateâ of 34% (where the user exits my site at the first page once they realize it is an adult website) compared to Casting.xxx that has a âbounce rateâ of only 16%. This means that the users visiting Casting.xxx already know it is an adult website because of the .xxx domain extension.â JT added, âThe ratio from visitor to member conversion on Casting.xxx is around 1:320 whereas the ratio on FakeAgent.com is 1:523. Casting.xxx is significantly out performing FakeAgent.com and the only difference between them is the domain name.â
It also pleases ICM. Steve Winyard, Vice President of ICM Registry said, âJT got it right. He produces some of the highest quality adult content on the web and continually impresses with his attention to detail and exceptional standards. There are many people in the adult community who would dearly love to own domains like Teen.xxx, but probably very few who could do it the justice that JT will, from both a content and a best practices perspective. We are once again delighted that JT has hard data and evidence that .xxx, as a TLD, has proven its worth and continues to allow strong brands and world leading sites to be developed. Approaching the second anniversary of our launch we have had great success at the latest round of B2B adult trade shows in Europe, pulling in just under $1 million of new business on premium names from existing and many new customers. âThe results are inâ so to speak and the industry now has full data sets to compare and evaluate the real world performance of .xxx names and we are seeing that translated into more sales of premium names.â