 John Reese, Jason Potash, and Joe
Vitale are all very well known online marketers that have
achieved conversion rates of 10% or more. Now, why does
these online marketers have such high conversion rates
while the majority of sites on the internet are only
obtaining about a 1% conversion rate? It's simple. They
invest a lot of time and effort into improving their
conversion rate. They know that small changes to a web
site can make huge impacts to your bottom line. Here are
some simple changes that can make a dramatic difference in
your own profits.
Headline
A change in your headline alone can produce a 1,900%
increase in your income. This is one of the most crucial
parts of your sales page and can pull in 80% of the orders
if done correctly. Your headline should concentrate on the
biggest benefit of your product. In addition, it should
create enough curiosity to compel the reader into the
sales copy.
One of the most powerful words in sales copy is the word
you. This is also true for headlines. Using the word you
or your in your headline and sales copy transfers
ownership and makes your writing much more personal.
Color of Your Background
The color of your background is a very simple change that
can raise your sales by up to 30%. The most effective
color is dark blue, but grey, black, and white also work
pretty well. All aspects of your sales letter must be
tested because different market segments respond
differently.
Audio Marketing
Adding audio to your order page could catapult your sales
by 437%. Audio makes your message much more personal and
adds to your credibility. People also like to associate a
face with a voice. Place a small picture above your
recording and see how this affects your sales conversions.
Pop-Ups
Pop-ups are a powerful tool for collecting the email
addresses of potential customers. It is also a good way to
catch your visitors by the tail before they leave your
site. You don't want any of your web site visitors to go
to waste. So, before they leave, grab them with a pop-up.
With a pop up you can introduce them to your other
products, subscribe them to your newsletter, or find out
why they didn't buy your product. It is crucial to know
exactly what your visitors are looking for. When you know
what your targeted visitors want, you can target your
marketing and catapult your conversion rates.
Number of Order Buttons
Long sales letters have proven to be the best for online
sales letters because they limit a visitors navigation
choices, they are focused on one product, and they provide
potential customers with every bit of information they
could want about a product. However, if you only have one
order button at the very end of your sales page, you are
probably losing out on a number of sales. The key is to
place multiple button links that direct the user to the
order page.
Place a red border around your order buttons. This has
proven to increase conversion rates. However, nothing can
take the place of testing.
Another important factor influencing click-through rate is
what text you use for your order buttons. Some of the most
effective text that have been used on the internet are
below.
Click here to order
Click here to grab your copy of _____________
There are so many sites that still do not include a call
to action. You must clearly explain to your visitors what
you want them to do. Marketers have proven that you will
increase your sales by at least 80% simply by asking for
the order.
Newsletters / Autoresponders
Unfortunately, not everyone that comes to your site will
be ready to buy. Actually, this is usually 90% or more of
the visitors that arrive at your site. However, to be
successful, you must be able to stay in contact with
potential customers. In order to do this you must capture
their email address by offering a newsletter or
autoresponder. You can do this through a pop-up or
subscription form. Some of the best places for a
subscription form include the top-left hand of your sales
page and the very bottom of your sales copy.
Limited Choices
Limit your visitors to a single choice. Your sales page
should have one main goal: to sell one, individual
product. You may have a secondary purpose of subscribing
visitors to your newsletter, but this is not the main
point of the page. The more choices you give people to
surf around your site, the more confused they become and
many will often just click away to somewhere else. By
focusing your potential customers, you can crank up your
conversion rates.
Web Site Copy
Strong testimonials can increase your sales by a
phenomenal 250%. Gaining credibility is crucial on the
internet where there are no sales reps on hand to talk to
personally. When your visitors see that other people have
risked doing business with you and have been pleased with
the results, you gain trust that cannot be bought.
However, when lost, it is nearly impossible to gain back.
For a testimonial to be effective, it must contain the
following elements:
· A good testimonial is descriptive Avoid using one and
two word testimonials. People will be much more influenced
by longer testimonials that contain solid numbers and
facts about the benefits they experienced.
· List the customer's full name, business name, and URL.
· Do NOT edit your testimonials. This is an unethical
practice. However, correcting the spelling would be
acceptable
So, how do you go about collecting these powerful
testimonials? There are a couple of options. You may ask
current customers for testimonials. Many times, you may
have many very happy customers who just never really
thought about sending in a testimonial. They are very
likely to be responsive if you approach them and explain
to them how both of you stand to benefit.
Another option is to give a couple of your products away
for free in exchange for a testimonial. This has proven to
be very effective in some cases.
Nevertheless, be sure to incorporate testimonials into
your overall marketing plan. Research has shown that they
work best when placed right below the headline.
A strong guarantee helps alleviate any anxiety the
customer may be feeling about ordering from you. Your
guarantee shows that you have confidence in what you are
selling. Did you know that the longer your guarantee is
for, the fewer returns you will receive? This is a simple
solution that will increase your bottom line and reduce
the headache of filing returns. So go ahead and give your
customers a one year guarantee. If you want to gain their
trust even further and lower your return rate, give them a
lifetime guarantee. Remember, your first-time customer is
often worth much more than just their initial purchase.
Your current customers are the most valuable sources of
repeat sales. Always keep this in mind when marketing to a
lifetime customer.
No matter what you are selling online, you can increase
your conversion rates by using pictures of your products.
This is especially true for ebooks.
People are visual. A three-dimensional picture of your
product can:
· Increase your pageviews by 300%
· Increase actions (clickthroughs, downloads, responses,
signups, subscriptions, phone calls, emails, and sales )
by 200%.
Increase time spent at your site by 50%. Any time people
stay longer at your site, your chances of making the sale
are higher.
Another important feature of a good sales page are
bonuses. A bonus that is related to your product increases
the perceived value of your offering. People are always
looking to get more bang for their buck. A bonus can be
one of your best sources for closing the sale.
By making the bonus a limited time offer , you create a
sense of urgency. Anticipation is one of the most powerful
tools in online marketing. When used appropriately, it can
drastically increase your response rate.
You are now coming near the end of your sales letter. Add
some personalization with a handwritten P.S. Some online
marketers even use a P.S.S. and a P.S.S.S. Test a
combination to see what works best for you.
Now it's your turn to put these strategies to the test. I
challenge you to test and track your way to increased
profits.
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