You’ve got an awesome, in-demand product. You’ve got a compelling sales letter. And you’re sending highly targeted traffic to this sales letter.
So, how do you make sure this offer is one that your prospects want to buy? Answer: by ensuring it includes these six ingredients. Check them out…
Ingredient #1: Utilize Bonuses
Sometimes your buyers are hovering their mouse over your “buy” button as they try to decide what to do. This is the point where you need to sweeten the pot and give them a reason to buy. And one good way to do that is by offering bonuses to provide even more value for them.
Make sure your bonuses include these characteristics:
- They’re desirable. Do your market research to be sure you’re offering something that your audience really wants.
- They complement the main product. Your bonuses should enhance the use or enjoyment of the main offer. This means your bonuses should make it faster, easier, better or more affordable to complete some task.
Let’s suppose your main offer is a copywriting course. You might then offer a set of sales letter swipes and templates as a bonus, because these items make it faster and easier for customers to create a sales letter.
- They handle an objection. Another way to use bonuses to boost conversions is by creating bonuses that specifically handle buying objections.
For example, let’s suppose you’re selling a dieting guide. And let’s suppose one possible objection your prospects might have is they’re “too busy” to cook low-calorie meals. You might offer a cookbook with “quick, easy and delicious” low-calorie meals.
- They’re valuable. Just because you’re giving these bonuses away to boost conversions doesn’t mean they should be worth $0. On the contrary, they need to be valuable to help get people clicking on your order button. Create the best deal possible for your customers.
- They’re not TOO valuable. We’ve all seen those offers where someone offers $500 worth of bonuses for a $25 offer. That sort of deal can hurt conversions as it cheapens the whole offer. Be sure your bonus package is reasonable, which is roughly 25% to 100% of the purchase price. For example, if your offer is $100, then you can offer up to $100 worth of bonuses.
Ingredient #2: Pick the Right Price
If you price your offer too low or too high, your conversions will suffer. That’s why you’ll want to do your pricing research to find the right price. (See Secret 5 for more information.)
Ingredient #3: Test Payment Options
If you have a high-priced offer, then you may be able to boost conversions by letting people pay in installments. For example, you might let people make three payments of $100 for a $297 offer.
You can also boost conversions by offering different ways to pay. For example, you might offer PayPal, Amazon pay, and perhaps telephone orders. Test to find out which one boosts your conversions.
TIP: If you have an affiliate program, then be sure your affiliate platform gives credit to the affiliate no matter what payment option the visitor chooses. If this is impossible, then create a separate sales page for affiliates that only has ONE option: the payment method that gives credit to affiliates.
Ingredient #4: Present a Professional Image
When people land on your page, your overall design and ecover graphics are going to make an impression. If it’s a bad impression, your prospects are going to be clicking that back button. As such, be sure you’re offering a professional image with your design. If you can’t do this yourself, then outsource this task to a qualified professional.
Ingredient #5: Position Your Offer
You need to separate yourself from the competition and let prospects know why they should order from you instead of your competitors. That’s why you need to display your USP (unique selling proposition) prominently on the sales page, such as right in the headline. (See the previous secret for information on how to create an effective USP.)
Ingredient #6: Ensure It’s Easy to Order
Your prospect just took out their credit card and they clicked on your order form. They’re halfway to making a purchase. However, if you make it difficult to complete the purchase, most people will abandon their order.
That’s why you need to be sure there are no hoops and no unpleasant surprises on the order form. Let me explain what I mean by these two terms:
- Hoops. These are obstacles that make it more difficult or make it take longer for your customer to complete their order. One example is if you make people register for an account before they can check out and complete their order. (If you need to have people register, then set it up at the end of the ordering process, and be sure the form automatically fills in the information they supplied while ordering, such as name, address, and email address. In other words, just have them pick out a password at the end.)
- Unpleasant surprises. These are unwanted items you spring on a customer on the order form, such as unexpected fees or delivery delays. For example, if you’re selling a hard copy of a course and you tell people it will take 4-6 weeks for the course to arrive, that’s unexpected– especially since people are so used to two-day shipping on Amazon and elsewhere.
Now let’s wrap things up…
Now it’s time to start planning how you’ll create the perfect offer. Start off with some brainstorming by answering these questions:
- What sort of bonuses will you offer?
- How much will those bonuses be worth?
- How do those specific bonuses boost conversions?
- What payment options will you test?
- How will you position your offer to set yourself apart from the competition?
- Are there any hoops or unpleasant surprises on your order form?
Go ahead and work on these questions. Meanwhile, I’ll see you in the next secret…
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