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To me a mainstream site should:
A) Be very functional. Layout is king, cause you need to point your vistors in the direction they want to go. This is true in adult, but in adult, you'll probably still make sales if your layout sucks. In my mainstream experince, if your layout sucks its like the surfer doesn't trust you, and won't by your product.
B) Have tonnes of content. Content is queen. You can have a killer layout, but if the content is dry, no one will even bother with it. Mainstream takes so much more to sell the surfer (well in my exp, which is pharmacy, computer/tech sites and paranormal) as they will want to read about the product long before they make that buy. As the adult surfer, will want to know about what their getting, you've gotta walk the balance of givening them what they want, but not too much. In mainstream products, give them everything you can. When they become fans of the product they will buy, and continue to buy as long as you haven't jerked them around.
Graphics, though nice to look at, don't really mean much. You can achive the same effect on a pure text website (other than some pics for the products themselves) with a proper layout, and it loads tonnes quicker and saves you some bandwidth.
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