Yes, you read that headline right. In fact, you might even want to read it again.
You can totally get affiliates to PAY YOU for the right to send you buyers.
I ran across this a couple of years ago, and I have to say I was impressed. In fact, I just about joined this myself, and I’m a seasoned pro. This was done by a group of seasoned marketers, but there’s no reason why a new marketer or marketers couldn’t do it, too.
Build A Basic Sales Funnel
First you start with a sales funnel. You’ve got a squeeze page offering a terrific little “how to do marketing” type of lead magnet. Once visitors grab the lead magnet, or even if they try to click away without picking up the lead magnet, they are then directed to a sales page for an online marketing membership site.
The membership site has several levels, with the lowest level being free to join. Of course, they highlight the free level in the headline to keep people on the page, and then they extoll the virtues of the other levels. Each level has more and better content, better support and so forth.
The free level is fairly basic but does give enough info for a newbie to make a start in making money online.
I’ll give you an example of that pricing to give you an idea of what I’m talking about:
Level 1: Free
Level 2: $29 per month
Level 3: $44 per month
Level 4: $49 per month
These aren’t the exact price points they used, but you get the idea. You see there is very little difference between level 3 and 4 in terms of price, but in terms of content there is a big difference.
This is a great psychological ploy, because it gets the prospect to study the differences between levels 3 and 4 while forgetting all about level 2.
And of course if they’re going to get a paid membership, they’re most likely to choose level 4.
The content is drip fed each week…
…and if you’ve been paying close attention, you’ve realized I haven’t really shown you anything new yet.
Offer Affiliate Programs!
Here it comes, so hang on to your seat, because THIS is how you get affiliates to PAY you to send you a list of BUYERS:
(I love this bit!)
This means if they are a level 2 member, they can give away level 1 and sell level 2. If they happen to sell level 3 or 4, they still get paid, but not as much.
But if they are a level 4 member, they get to sell all four levels and KEEP ALL the money.
That’s right – they get to keep 100% of what they sell if they are level 4.
I hope this is making sense. It sounds complicated at first, but it’s actually fairly simple once you understand the concept.
Thus you’ve got affiliates paying (in our example above) $49 a month for the privilege of selling memberships and keeping all the money.
That’s a great deal for the affiliates, right? Absolutely. You can see why I almost jumped on it.
The affiliates don’t have to worry about hosting, fulfilment or any of that stuff, because the membership takes care of all of that.
The affiliate gets a unique sales page URL, squeeze page URL and membership area.
The affiliate gets to build a list of prospects and buyers simply by promoting the URL, and of course they are earning residual monthly income, too.
The list of prospects and customers stays in the system and cannot be exported. Affiliates can only email their lists from inside the system. So if they drop out and stop paying their monthly fee, they lose their lists.
This can make for some very sticky affiliates who never leave.
Clarify Your Terms And Conditions
Now for the icing… in the terms and conditions, it is made explicitly clear that the membership site operator(s) have access to all of the prospects and customers who sign up.
This means they can email prospects and customers any time they like, making any offer they like. PLUS, the site owners can also place offers in the membership area as well.
And the affiliates are getting a terrific deal, too, getting 100% monthly commissions and the ability to email their customers and prospects from within your website.
It’s a true win / win for everyone involved, and done correctly it can yield a tremendous amount of prospects and buyers for you, as well as excellent monthly income to pay for a very nice membership site and have money left over.
When I heard about this, they were making five figures a month from the membership site fees alone. This doesn’t include what they were earning from mailing to their ever-growing email lists, or from the special promotions they continually placed in the members’ area.
Imagine if you were earning 5 figures from your membership site AND having a team of affiliates working hard to build your list of prospects and buyers. Sweet.
I wish I had started my first site this way – I’d probably be retired today.
If you’re wondering why your landing pages aren’t making you as much money as you had hoped for, you might be using common landing page copywriting techniques the wrong way.
While the six copywriting techniques we’re about to cover have been proven to work, too many marketers use them in a way that cancels out their otherwise potent conversion power.
This really is too bad because your landing page could be raking in larger profits if you only paid closer attention to how you implement these proven techniques.
The key is to become aware that you’re using them the wrong way in the first place.
1: Tell A Story To Personalize Your Landing Page’s Value
Storytelling is one of the most powerful landing page copywriting techniques you can use. Not only do you pull your reader into the scenario your offer addresses, you also create emotional urgency with your offer.
Well, sadly, too many marketers tell stories that are simply worthless.
They are duds.
They seem too good to be true. They show extreme conditions. They simply fail to convert.
What went wrong?
The stories most marketers tell in their landing pages fail to focus on putting a human face on the problem the reader is facing.
Instead, these low converting landing pages tend to present almost ‘too good to be true’ situations.
If you want your landing page stories to convert, take the most probable circumstances faced by your target audience members and base your stories on these.
These realistic stories are more believable because more of your audience members can relate to them.
2: Use A Question As A Header Title For Your Landing Page
Questions are very powerful ‘centering’ devices because they draw your prospects attention to one central concept or a small set of concepts. Questions help narrow and define the problems and situations your offer addresses.
If a question is well-defined, it is easier to present your solution and it is easier for the prospect to see the value in your solution.
To fix this problem, figure out the primary concern of your target audience members and pose relevant header questions.
3: Change Up Your Font To Emphasize Key Points Of Your Pitch
When you’re talking to somebody, you normally change your tone of voice when you are trying to emphasize certain things. By the same token, text in bold or italics or larger, ‘special’ fonts tend to be noticed more.
To maximize the impact of special fonts when emphasizing key points in your landing page text, make sure you use them SPARINGLY.
Keep special fonts to a minimum so when you do emphasize certain words, they truly STAND OUT.
4: Use testimonials from happy customers
One of the most powerful selling tools you can use is social proof. People are more likely to buy whatever you are offering if they see that other people have had positive experiences with what you’re selling.
Pretty simple, right?
In fact, this is so simple that you’d think this would be hard to screw up.
Wrong. Marketers actually blow this all the time.
The key problem is RESTRAINT.
Make sure you only use REAL testimonials on your landing page.
Real testimonials are grounded in reality. This means there’s a mix of both positive and not-so-positive elements in the testimonials.
Above all else, use testimonials from happy customers who got results that are not outliers.
Otherwise, your testimonials might seem too good to be true and won’t carry much weight with people you’re trying to convince.
5: List Out The Benefits Of What You’re Promoting
One of the most common, yet powerful, copywriting tips you’ll ever come across is to write out benefits of your product, not features.
People buy based on benefits not features. Benefits solve their problems. Benefits are easier to understand. Features, on the other hand, tend to degenerate into so much sales talk and technical jargon.
Your landing page shouldn’t read like a laundry list or check list. Instead it should be focused on a very small set of benefits which were strategically selected to appeal to your target readers. To figure out which benefits to focus on, ask your target audience members.
Of course, you need to cross reference this information with the landing pages of your competitors to make sure you’re operating in the right ballpark.
6: Link Your Call To Action With The End Result Your Target Customers Want
One of the most useful copywriting conversion tricks you could ever learn involves pairing a call to action to a specific benefit the reader wants.
For example, instead of relying on the tired and weak “Click Here” try using “To finally get rid of the high costs and headaches of random outsourcing, enter your email here to take your labor sourcing results to the next level!” See the difference?
Well, marketers tend to blow this technique when they end up listing a ton of benefits with the call to action. Not only does this result in horrible run on sentences, this dilutes the conversion power of your call to action.
The reader is simply too confused to take any action at this point.
Focus on one central benefit and pair that with the conversion action.
This is quite risky because your target audience might be looking for a number of benefits instead of just one.
This is where split testing comes in. Test different landing pages with different action-tied benefits and see which pages produce the best results with your traffic.
Don’t Be A Victim Of ‘Proven’ Landing Copywriting Techniques
Make no mistake about it, the landing page copywriting techniques we’ve just covered can turn your landing pages into quick winners.
However, you have to use them the right way. Avoid the common implementation pitfalls outlined and truly take your landing page conversion rates to the next level!
If you are a marketer of any description you will know that traffic is the lifeblood of any business.
Simply put: No traffic, no business!
A lot of marketers get so caught up in tracking their traffic stats that they forget to make the most of that traffic. Tell you what, traffic is worthless if your visitors aren’t buying what you’re selling, joining your list, or taking some other important action.
So how do you make the most of your traffic and monetize it?
First off, make sure you are indeed bringing targeted traffic to your site. You don’t want just anybody visiting your website or hitting your sales/squeeze pages. Do this and you’ll wonder why you’re getting a lot of visitors but no sign-ups or sales!
So, whatever methods you are using to drive traffic to your website, make sure you have your targeting dialled in and you know your ideal customer is to make the most out of your website traffic.
And secondly, use this little “traffic checklist” to monetize that traffic…
Determine Your Primary Goal
The first thing you need to do is figure out the primary goal for EACH page of your website. Depending on the page, this primary goal (and monetization strategy) might involve getting your visitor to:
- Make a purchase
- Take advantage of an upsell offer
- Join your list.
- Call you.
- Fill out a form.
- Share content/tell their friends.
- Enter a contest.
- Click on a link.
- Clicking on ads, including affiliate offers and AdSense ads.
- Complete a CPA (cost per acquisition) offer, such as filling out a credit card application.
- Read or watch content.
- Visit you offline (if you run a brick and mortar store).
- Ask for a free consultation.
- Register for an event, such as a webinar or contest.
Here are two best practices when it comes to monetizing traffic:
- Be sure to pick just ONE primary goal for each web page (and, overall, one primary goal for your website as a whole). Because if you create a page with multiple goals, your prospect may get confused and not take any action at all.
- Focus on your own products first. There are plenty of ways to monetize traffic as mentioned above, including putting offers from third parties in front of your visitors. Be sure to focus on promoting your OWN offers first, as this will always be more profitable (because you get both the profits and the list).
Design Your Site Around Your Primary Goal
Now you need to design each page of your website around your primary goal.
- If you’re designing a lead page with the goal of growing your list, then remove all other content and extraneous links, so that the page is focused on getting people to join your list.
- If your goal is directly sell a product, then create a high-response sales letter and plug up sales leaks such as external links.
- If your goal is to get people to click on AdSense ads, then create highly engaging content and embed those ads within the content.
Create An Exit Traffic System
Despite your best efforts, people are going to hit the back button on your site and bail out without joining your list, without buying a product, and without clicking on any ads.
That doesn’t mean that they’re poor-quality visitors who’ll never buy anything from you. Instead, it could mean they just didn’t see the right offer, or they’re in a hurry, or you didn’t sufficiently persuade them to take action.
For example, redirect your exit traffic to a highly enticing lead magnet so that you can get people on your list before they leave your site. For best results, create multiple lead magnets so that you can offer the lead magnet that is directly related to the page the visitor was viewing before they tried to leave the site.
For instance, if your visitor was reading a blog article about how to set up a Facebook ad campaign, then offer them a lead magnet (such as a report) that gives in-depth instruction and “done for you” ad templates.
TIP: Don’t know how to redirect exit traffic to another page or create an exit pop? No problem. You can search for “exit traffic scripts” in your favorite search engine, or you can use a service such as Thrive Leads or Conversion Gorilla.
Many folks will say that they don’t like exit pops or redirects, especially marketers, but the simple fact is, they work but use them sparingly.
Test And Tweak Everything
One of the best ways to monetize your traffic is to test and track all parts of the process to find out what really works.
- Test offers to see which ones appeal the most to your visitors.
- Test ad and link placements, including in the header, footer, sidebar, and directly embedded in content.
- Test your headlines, benefits and calls to action to see which improve conversions.
- Test your upsells to increase your per-transaction value.
- Test the design of your pages to improve overall response.
Let’s wrap things up…
So there you have it – a quick and effective checklist for making the most money with your traffic.
- Pick one primary monetization goal.
- Design your web pages around this primary goal.
- Test and track everything to optimize response.
As you can see, this “traffic checklist” is pretty simple, but very effective! So put this plan to work for you today to start making more money from all your traffic.
If you want to make more money with your business, one good place to start is on your order forms.
Think about it…
You have a prospect with a credit card already in their hand. They’re in a buying mood.
So how do you create a backend or upsell offer that gets your prospects clicking the “Yes” button? Like this…
1. Make Sure The Upsell Enhances The Main Offer
The very first thing you need to do is make sure any upsell offer is tightly related to the main offer. In fact, not only should it be tightly related, ideally your upsell should enhance the use or enjoyment of your main offer.
Now you can do the same thing, no matter what you’re selling. For example:
- You’re selling a meal-planning app. Offer a low-fat cookbook as an order form upsell.
- The main offer is a copywriting course. You can offer personal copy critiques on the backend.
- Your main product is all about setting up and running a successful blog. You can offer tools on the backend, such as a package of useful WordPress plugins and professional themes.
- Your main product is a “how to get out of debt” course. You can offer an upsell that includes items such as a debt-management workbook and personalized debt-management counseling.
- You main product is a set of kettlebell training videos. You can offer the kettlebells themselves as an upsell.
In other words, don’t just toss any ol’ offer in front of your prospects. Be sure your upsell and main offer go together like… well, like hamburgers and fries. J
2. Offer An Irresistible Deal
Dropping a related offer in front of your prospect is great. But turning that offer into an irresistible deal is even better.
Take the fast food example again. If you order a burger with a small fries and drink, the clerk will ask you if you want to “biggy size” the order for just a small extra charge. The deal is irresistible. You get a LOT more food for just a tiny bit more money.
“I usually charge $997 per month for this sort of coaching. But as a valued member of my new copywriting club, you’ll get a special price of just $497 per month for this same high-quality coaching…”
3. Use Short-Form Copy
You’ve got an eager prospect sitting in front of your order form with their credit card in hand. Now is not the time to put another long sales letter in front of them. They’re eager to buy. Putting another wall of text in front of them might just have them hitting the back button and abandoning the order form!
So what you need to do now is simply focus on the benefits of the upsell offer. In fact, your upsell may be nothing more than a benefit-driven headline, a list of benefits, and a call to action.
TIP: As always, test to find out for sure what your audience responds to the best. Test different headlines. Test your bulleted list of benefits. You might even test short-form copy against a short sales video.
4. Frame The Price
The next thing for you to remember is that you’ve already sold your prospect on purchasing the main offer. They’ve already agreed to whatever price you’re charging.
Let me give you an example…
Let’s suppose you’re selling a home study course for $99, with an upsell offer for $25 for an app:
When it comes time to ask for the order, do NOT do this: “Would you like to add this offer to your order for a total of $125 for the course and app?”
Suddenly that sounds like a lot. The prospect is going to start second-guessing their purchase. And you could lose the entire sale.
Instead, focus on the upsell price only: “Would you like to add this app to your order for just $24 more?”
Ahhhh… that’s better. That sounds doable. And since the prospect is already planning on spending $99, that extra $24 doesn’t sound like any big deal.
It’s all in how you frame it. 🙂
5. Create A Sense Of Urgency
Nothing gets people clicking the order button like a real sense of urgency. And one great way to create this sense of urgency is by making your upsell offer scarce.
For example, you might create a one-time offer. This is an offer that’s only available right now. If the prospect doesn’t grab it, they won’t be able to get it later. Or if the product is available elsewhere, the prospect will need to pay full price.
A good example of this is when you go shopping on a site like Omaha Steaks. If you spend a certain amount, such as $50, you’ll get a list of “add on specials.”
These are tremendous deals that you can ONLY take advantage of while you’re on the order form. You can still buy the steaks themselves later, but you’ll pay through the nose to do it.
“Special one-time offer: add this meal-planning app to your order right now, and you’ll get it for 50% off the regular price! If you leave this page, this offer disappears for good… so click here now to grab your discount before it’s gone!”
6. Use A Strong Call To Action
The good copywriting rules apply to your upsell just as they do to your main offer. And that means you can’t just drop the order link in front of your prospects and expect them to click it. Instead, you need to provide a strong call to action. This means you tell prospects what to do next, and give them a good reason to do it.
Click here to add this app to your order – and remember, this special offer disappears when you leave this page, so order now!
Those should be the only two options on the page. Prospects will either add to their order and continue making the purchase, or they’ll skip your offer and just stick with their original order.
Now here’s a little trick you might consider testing and using…
Phrase your “yes” and “no” options in a way that helps persuade people to click the “yes” options.
For example, let’s suppose you’re selling some sort of weight-loss information. Your option buttons might look like this:
“Yes, I want to get ready for the beach!”
“No, I don’t want to get rid of my love handles. J”
See how that works?
The “yes” option is positive and provides a benefit. The “no” option forces the prospect to agree with something that they probably don’t really agree with. That’s going to make them stop and reconsider your offer.
Here’s another example:
“Yes, I want to save money on heating and cooling bills!”
“No, I don’t want to save money.”
“Yes, I want to boost my conversion rates and make more money!”
“No, I don’t want to make more money.”
“Yes, I want to run a new marathon PR!”
“No, I don’t mind running as slow as a turtle. J”
7. Make It Easy
If you followed all the tips above, then you have a prospect who’s as ready as she’ll ever be to place her order. At this point, your goal is to make it as easy as possible for her to place that order and grab the upsell.
Here are the dos and don’ts to follow:
- Do make it one-click easy. If you’re presenting an upsell right after the customer has already filled in the order form, then make it as easy to buy the upsell as clicking a button. In other words, do NOT make your prospect fill out the order form or their credit card all over again.
- Don’t make them go through a gauntlet of upsells. Sometimes marketers throw three, four, five or more upsells in front of the prospect. They can’t get to the order form without accepting or declining these offers. Or, worse yet, they can’t get to their purchase without seeing all these offers.
- Don’t do that to your customer! Instead, put one or at most two well-placed offers in front of them. But if they decline, send them straight to the order form. Don’t make them go through a gauntlet of offers, which will make them feel like carnival workers are barking at them.
- Don’t make them “register” before ordering. If you need your customers to create an account, then have this account co-created during the purchasing process. Even if the amount of “work” for the customer is the same, framing is the key here. If a customer is suddenly forced to “create an account” before they can place an order, they may just dump their cart.
Now let’s wrap things up…
You’ve heard the saying, “strike while the iron is hot.” When it comes to sales, the iron is about as hot as can be when you have a prospect filling out an order form. That’s why it’s a great time to “strike” by offering an upsell offer they can’t refuse. So boost your sales by inserting upsells on your order forms today – and boost your conversions using the seven surefire tips you just discovered!
Before we begin, we need to understand what Conversion Rate Optimization (CRO) actually is. CRO is basically when you are trying to increase the number of your website visitors to take a specific action, such as opting into your list, buying your products or services, or anything else.
To be effective at CRO you really need to understand who your visitors are, how they move through your site, what actions they take, and what it is that is stopping them from completing your goals.
What is a conversion?
A conversion is the general term for a visitor completing a site goal and these goals come in many shapes and sizes.
If you use your website to sell products, the primary goal (known as the macro-conversion) will be for the visitor to buy your products(s).
There are smaller conversions that can happen before a visitor completes a macro-conversion; an example of this is to opt-in to your list to receive emails. These are called micro-conversions.
Examples of conversions:
- Buying a product from the site
- Requesting a quote
- Subscribing to a service
- Opting in to your email list(s)
What is a conversion rate?
Your site’s conversion rate is the number of times a visitor completes a goal divided by your site traffic.
If a visitor can convert in each visit (such as by buying a product), divide the number of conversions by the number of unique visits to your site.
If you sell a subscription, divide the number of conversions by the number of visitors.
Conversion Rate Optimization is part of the sales funnel strategy that’s increasingly being embraced by modern marketers.
It is incredibly important if you are buying traffic via paid ads to minimize initial ad spend and possibly make your offer a self-liquidating offer.
One of the issues are all the distractions that are present in the life of a potential customer. An average shopper might start browsing on their desktop, stop to make a cup of tea, continue searching on their mobile, lose their signal while on the go and revisit the page later in the day. This is where retargeting can play a huge role in bringing these visitors back to your offers, but you will still need to persuade them to take the action you desire.
Important Conversion Rate Optimization Metrics
Conversion rate optimization only works if you’re tracking specific key metrics.
As you are continually testing and making changes to your website and funnel, you need to know what specific impact those changes are having on your visitor behaviour, number of sales, opt-in rate, and more.
And there are a number of things you should be keeping an eye on.
The key metrics you need to be monitoring and analysing are:
- Bounce rate
- Average time on page
- Unique visitors
- User experience (UX)
- Number of Customers
- Page load time
The key to successful CRO is to be constantly be testing BUT only change one element at a time. Split-testing is the key to successful CRO
The good thing about many of the newer page builders such as Click Funnels, Convertri and OptimizePress 2 is that they do have some built-in split-testing functionality so you can quickly change an element and clone a page and run traffic to both versions to see which is converting better. Once you have a clear winner, you can change another element to see if the conversion rate goes up or down.
It’s this methodical and systematic approach to split-testing that will enable you to really optimize your conversions.
If you want to dive a bit deeper into split-testing you can use tools such as Split-Test Monkey which is really easy to use but very powerful, and then you can do all your split-testing from a single dashboard, rather than possibly jumping from one page builder to another.
Ok, so now you understand what CRO is and how important it is, let’s look at 4 ways to increase the conversion rate on your website.
1 — Eliminate Unnecessary Choices And Distractions
An important part of high converting landing pages is being crystal clear on your objective for that page.
Your page shouldn’t try to get people to do more than 3 different functions…
The page can quickly become overwhelming and confusing, and a confused visitor will quickly leave your page, it really is as simple as that!
3 conversion points are the absolute maximum, but if you can, try to have just one conversion point on the page.
For example, if you are creating a sales page for a product/service, you need to minimize leakage and there should be only one call-to-action and that is the buy button.
Everything else is a distraction form the objective which is to get the sale.
The honest truth is you’ll only likely to get 1 click at best on your page so you want to eliminate any unnecessary choices.
If you want people to download an eBook.
Or start a free trial.
Or schedule a sales call.
Make sure that every element of your page works towards that goal.
The only exception is your home page and possibly blog posts (when you’re not targeting specific content to attract opt-ins to collect emails).
2 — Eliminate Unnecessary Distractions
After you have decided on the 1–3 (hopefully 1) conversions you’re looking for on this page, you have to understand what’s going on while the visitor is on that page.
What’s currently acting as a distraction and taking away attention from your ideal conversions?
How do you figure out what’s going on with your page?
Well, there is a great free tool which can really help you. And that tool is…
There are a couple of things to keep an eye on in Google Analytics:
Firstly, there is On Page Time
A very general rule of thumb for “on page time” is between 1–3 minutes per page. If you have a look and see that the average on page time is under 1 minute you definitely need to try to improve that page!
This information can tell you a lot about what your visitors are experiencing and why they are behaving in such a way i.e. leaving!
People may be leaving your page because you’re revealing the price before they’re truly convinced and sold on your offer.
Secondly, there is the 1st page traffic sources send prospects to
What is your biggest traffic referrer? Google, social media, email?
Whatever your top referral channels are, you can analyse the data and create reports which will show you which pages people visit from specific sources.
This is really valuable data and allows you to compare relative volumes of traffic from different sources within the same dimension; e.g. the traffic from different search engines, or social media channels such as Facebook, Instagram, Twitter etc.
Overall comparisons like this allows you to make some initial opinions about which channels are most effective or offering the best ROI (Return On Investment) if applicable.
You can also use it to work out other things such as:
- Are they warm or cold traffic?
- Where are they in their search process?
(Most search engine visitors are probably in the awareness phase of the buying process, but if most of the traffic to that page is coming directly from an email, those visitors are probably much closer to the decision phase.)
- Are they in the top or middle of the funnel?
- What’s their level of problem awareness?
(Think about it: someone who reads 1 page and goes straight to an offer is much closer to making a purchasing decision than people who go on to read 1–3+ informational pages after reading an initial informational page.)
As you can see, there are a lot of moving parts to the buying process but looking at this data should help you narrow down what the specific sticking points of the step you’re optimizing are and ensure that you are making the necessary tweaks to increase performance.
3 — Simplify Design
Part of the reason why people might miss important information on your website is that the design of your website is too busy.
It should be said, that it is much better to have an understated, fresh, modern and minimalist design especially on sales pages.
Understanding how people read on the web can help you make conversion rate optimization decisions.
Just think about how you act when you are on different styles of sales pages; which ones are you more likely to stick on and read the sales copy
Here are a couple of design guidelines to use as a starting point:
Less Style Is More
We’ve all seen really sexy looking sales pages, with animated image flying in left, right and centre, but even though you can appreciate the design, do they make you want to buy? Are they sometimes style over substance?
Many times, a sales page may use white transparent text backgrounds over images or white text on a black background. This might look nice and communicate your personal style, but it’s difficult to read.
If the image is important and serves a purpose, it should be featured outright. If it doesn’t, get rid of it!
Choice of Colours
Most of us aren’t professional graphic designers and it shows in our sales pages. One of the biggest issues is choosing the wrong combination of colours, leading to a clashing palette.
If you don’t know much about colour theory and colour wheels, then use a tool such as Coolors to generate colour combinations that work together?
How many colours should you pick? At most, it is best to stick to less than 6 colours. (Plus, Black and White.)
4 — Streamline Your Message
Once again, less is more. One of the mistakes that novice business owners make is to create pages and marketing assets that are not well organized
The sections don’t usually have clear functions and this leads to confusion and a lost (potential) purchase.
This goes all the way back to point one where you need to ensure that every element on the page directly supports your specific conversion(s) goal and if it doesn’t, you should remove it.
Okay, we have covered a lot of stuff in this post! Don’t worry; conversion rate optimization might still feel overwhelming to you even after reading a great post like this. 😊
The thing is, you are now more well informed than many of your competitors and you can start to put this into action on your pages and funnels.
Use the built-in split-testing functionality of page builders such as Click Funnels, Convertri and OptimizePress 2 or use a dedicated split-testing platform such as Split-Test Monkey to test and tweak your landing/sales pages.
Now the only way you’re going to get more clarity is to start! So, go to it and start optimizing your content and pages today. Good luck!
Increasing Lifetime Customer Value (sales funnels explained) Pt 3
Tools to Make It Simple
Working out upsells, cross-sells, and downsells might seem like a lot of work. For sure, it takes time to set everything up properly, but once you do it will be truly simple.
- Visualize Your Product Funnel – This will help you set up your upsells more easily. If you can see your entire funnel at a glance, it’s going to make it easier to ensure that you have the right products at the right time. Being able to see how it all works together is going to keep everything working better. You can add to it as you create more products where you see potential gaps. FusionCharts is a product that helps you create charts to visualize your product funnel.
- Marketing Automation – You’ll need email autoresponder software. There are many choices to choose from, such as AWeber.com, ActiveCampaign.com and GetResponse.com, and others. Check out as many as you can to find out which ones have the features that you most need within your budget. You need to be able to change segments based on your customers’ behavior every step of the buying cycle. Most autoresponder software comes with opt-in lead capture forms.
- Developing Marketing Strategies – To make upsells work, you need more traffic. Marketing properly is a good way to ensure that you get the right traffic. A good marketing strategy that considers every step of your buyers’ journeys will have higher conversions. You can use tools such as Google Webmaster Tools to accomplish this.
- Setting Up Automated Sales Pages – There are tons of different options when it comes to software to help you set up sales automation. You can use Leadpages.net, ClickFunnels.com, OptimizePress.com and many others to help you set up innovative and beautiful funnels that get results.
- Shopping Cart Software – You’ll need a good way for people to pay, and a lot of shopping carts offer landing pages and the ability to upsell already. Some of your choices are 1ShoppingCart.com, aMember.com, Infusionsoft.com, and others. You can even use some affiliate software such as ClickBank.net, JVZoo.com, and others for this purpose, but you’ll still need a payment account like PayPal, Stripe.com, or an Authorize.net account.
- Website – Of course, you need a good website. Most of these ideas can be implemented on any type of website that you’ve built. But, right now the best software to use to build your website is self-hosted WordPress. It’s not harder than using a builder if you have the right website host like MomWebs.com.
- Analytics and Reporting – You can use Google Analytics for this, as well as the analytics native in each type of software that you purchase. If you don’t know how well your sales pages are converting, and you don’t know how well the upsells convert or how well your email marketing messages convert, then you are just shooting in the dark.
How to Upsell Successfully
As you know, upselling will make your business more profitable by encouraging your customers to buy the more expensive item over the less expensive item that you sell. But what are some of the ways this can be accomplished?
- They Buy – Your customer has clicked your “buy” button to put the product in their cart. At this point, you can set up your automation, using whichever software you chose, to either send them to an upsell offer or send them to the cart to check out.
- You Encourage – If you send them to an upsell offer instead of the shopping cart, you need to ensure that your sales page for the upsell offer is amazing. You don’t want to upset your customer.
Also, you want to give them a chance right from the start to turn down that offer and buy right now. Don’t be mean to them about it. Use straightforward anchor text so they know where to click depending on what they want to do.
The other way you can do it is to let them make the entire purchase including paying. Then, you can market the upsell to them either on the download page or via email autoresponder. If you do it on the download page, let them know where their product is, but that they have one chance to upgrade their order for just an “additional” cost. If they upgrade, send them directly to a download page without further delay.
If you choose, you can send the same offer via the autoresponder emails that you send to buyers. But, give them just a short time to upgrade to the larger version of your product or service.
One final point about upsells is that it’s important to keep in mind that you don’t want the upsell price to be out of their range. You’ll need to know your audience to know that information but in general, you don’t want to sell them a product for $27 dollars and then upgrade it to $450 dollars. That’s too big of a difference.
How to Downsell Successfully
A downsell is not something you really want to make a habit of offering, therefore consider how you might need to offer a downsell to keep a customer. There are a couple of reasons to use downselling – cart abandonment and clicking away from the sales page.
Have a Pop-Up
To provide a downsell opportunity you need to have the right technology installed. For example, you might use Leadpages.net to set up a pop-up that is shown to the customer when they click away or abandon the cart.
There are several ideas of what to offer:
- Percent off coupon
- Free white paper
- Free webinar
- DIY cheat sheet
- Inexpensive eBook
- Email course
Your item should be either free or considerably less expensive than the first product. It should also relate very closely to the more expensive product. The reason you need to do this is because you’ll get them into your sales funnel by getting them on your email list. There you can educate, inform, and persuade them toward your other products and/or services.
Another way you can handle downsells is to install a special pixel on your website and run Facebook ads directed toward retargeting/remarketing the people who abandoned carts, visited your site and didn’t sign up for anything or buy anything. Remarket to them via the Facebook ads using a free offer or very low-cost offer to get them into your funnel.
You can offer them the same types of offers as in the pop-up. But, it will feel even more personal due to it showing up when they’re not even on your site. They’ll see it every time they get on Facebook until you stop the ad from running.
How to Cross-Sell Successfully
Probably the most popular form of making other offers is cross-selling. Some people call it upselling but it’s not. It’s offering purchases in addition to the chosen item, not instead of. The items should be related to the first purchase and either the same price or less expensive, with one exception. This is a good time to offer an “I’ll do it for you” option which will, of course, be more expensive.
Make the cross-sell laser targeted, such as software to help them follow your instructions in the info product. Or, a “done-for-you” option for what you’re teaching them how to do, such as a private label report that they can use as their own.
For example, when you click on a product to buy a pressure cooker in Amazon, you’re given recommendations of what to buy with it. Usually, it’ll be more lids, parts, or cookbooks for this item. You can do the same type of thing regardless of whether your product is physical or digital.
What to Do Now
The best place to start is to go over your product funnel and your customers’ buying cycle. Ensure that you have all the right types of content and products to meet your customers’ needs and desires. Then get the technology set up that you need set up so that you can automate everything that’s possible to automate – other than direct one-on-one contact with your customers.
When you start using upsells, cross-sells, and downsells, you’ll find that you increase your profits by at least twice. Some people report even more improvement. Why? Because you’ll increase your customers’ lifetime value, improve customer relationships, differentiate yourself from other brands, enhance customer engagement, build brand loyalty, and build a bigger and stronger audience ready for any new products you offer.
Increasing Lifetime Customer Value (sales funnels explained) Pt 2
How to Use Them Effectively
There are a lot of sellers who are using upselling techniques in ways that simply make customers mad. You don’t want to do that. You want your customers to feel good about their purchase. Follow these tips to ensure that you use the techniques effectively.
- Know Your Customer – You may get tired of hearing it, but you really need to research your customers continuously. Don’t just research them at start-up and then assume they haven’t changed in some way. Think about the difference in how TV commercials look today for some products compared to 30 years ago, for example. A good one to look at is Dove. Dove has the same audience it’s always had, demographically speaking. But their marketing has changed, because their audiences’ values have changed.
- Understand Your Products – As you create more products for your audience, you should know how they relate to each other. For example, if you wrote the guide for sales funnels, how does your “create a lead magnet” guide match up to it, and would the same customers want both products? Knowing how things go together will help you write better marketing copy.
- Ensure That They’re Related – When you offer an upsell, downsell or cross-sell, the items must be related in some way, and you should be able to explain how they’re related to your customer so they can make a good choice. If they’re not related, they won’t really work because it’s not what your audience is looking to buy.
- Help Your Customers Feel Like Winners – Your job as a seller of any type of product is to improve your customers’ lives and make them feel like they won something even though they paid for it. The more help you can give them to make their dreams come true, the happier they’ll become.
- Limit How Many You Offer – This is where knowing your audience and your products come into play. You need to understand how their minds work during their buying journey. How do they feel when they see your sales pages, go to your shopping cart and are offered additional or replacement products? You can only know by asking them. But, for the most part, you want to limit your immediate offers to one or two. Remember, you can always remarket to them later once they’re on your list.
- Use Your Shopping Cart – Many shopping cart solutions can offer additional products at checkout. In any case, most at least offer you the ability to send buyers or those who leave the system to certain URLs which can enable you to provide the additional or replacement offer. In the shopping cart, cross-sells work better than other methods, so you’ll want to implement that.
- Use Bundling – One good way to offer your customers a variation on your offer (and this can work with all forms of upselling and cross-selling), is to combine offers into one big bundle to offer them an “all-in-one” option that doesn’t break the bank but adds to your revenue nicely.
- Know Your Pricing – When you begin to offer upsells, cross-sells, and downsells, it’s important to really understand your pricing and create a pricing strategy that involves value-based pricing that your customers understand.
- Make It Seamless – Don’t make the process very difficult for your customers to understand. If you make the checkout process too confusing, they may abandon buying at all. Try to make the checkout process smooth so that nothing stops them from finishing the purchase.
- Don’t Be a Pest – You’ve likely experienced it. You wanted to buy that great new WordPress plugin so and so offered. You hit “buy”, and then before you could really buy you were offered more. Then you must click, “no, I don’t want more” a few times before you can check out. This is not a good way to get on the good side of your customers.
How to Position Yourself for the Biggest ROI
The truth is, in many ways selling is just mathematics with some persuasive writing thrown in. If you’ve convinced someone to buy, it’s now time to offer them more. Because they’re in a buying frame of mind when they click “add-to-cart”, it’s best not to just toss them aside. Instead, you want to get more out of the relationship and offer them more as well. It’s a win-win situation.
- Use Email Marketing – One of the best ways to get your customers to buy more from you is to make some of your new offers via email. For example, when someone buys product A and they didn’t take advantage of your immediate upsell opportunity, you can market to them that very thing via email within a week or two of their purchase.
- Offer Discounts on Upsells – If someone is already your customer, consider offering discounts on upsells. So, for example, if you normally sell item D for $997 and your customer is trying to buy item B for $497, and item D is a bigger, better, more awesome version of B, let them know and then offer them a discount. Perhaps you can halve the difference. If it’s a digital product, your expenses don’t go up.
- Promote Only Relevant Products and Services – Don’t confuse your customers by offering items that have nothing to do with the product they want to buy. If you were buying a car, it doesn’t make sense that they’d throw in a dishwasher. But it does make sense if you’re buying a house.
- Build Relationships – One way to encourage your customers to buy more is to get them to join your communities. For example, you can start a Facebook group for your customers where you give added value in the form of live events, tips, and more.
- Offer Exclusivity – One thing that all customers love is the feeling of being in on something that is exclusive. They like feeling included. They like feeling special. If you can provide offers that won’t be offered to the public (or them again for that matter), then you can evoke the idea of exclusivity and scarcity.
- Create Behavioral Triggers – You can set up your entire website, shopping carts, and autoresponders to react in certain ways based on what your customer does. If they click to join your email list, they get an email. If they buy product C, they get specific emails geared toward people who bought C and now need F.
When Not to Make Additional Offers
While upselling and its cousins have been around for ages, some people do take offense at it and think it’s some sort of scam. You can avoid that impression by knowing when you should not make any additional offers to your customer.
- When You Feel the Need to Pressure – If you feel like you need to threaten or use harsh language to make your buyers buy more, it’s probably not a good idea to offer any sort of upsell like that. You want your customers to feel happy about the upsell, not angry. No one likes being told their stupid. You’ve seen the trend to put something snarky in the “no” box such as “No, I don’t want to earn more money.” That’s ridiculous and not very friendly.
- When It Would Be Disrespectful – If you make a sale by being extremely pushy, it’s very disrespectful to the buyer. It shows that you don’t care about your customer at all. Customers are humans and should be treated as if they’re special. If you call them names or insult them to push them into buying, you’re doing the wrong thing when it comes to effective upselling.
- When Your Customer Has a Complaint – If you receive a complaint from a customer, it’s not the time to offer them an upsell to solve their problem. It’s commendable if you have products that will help them better than the one they bought, but it’s not really the time to tell them unless you’re willing to give them the product instead of giving a refund.
- When You Can’t Add Value – If your upsell, cross-sell, or even downsell doesn’t add value to your customers’ life, then what’s the point of it? Your job is always to put your customers’ needs first. You want to always seek to build trust with them by not wasting their time with things that send them off to another path instead of the path you’ve set within your product funnel.
- When It’s Not Ethical – If you feel uncomfortable in any way by making an offer to your audience, just don’t do it. You need to be honest with your audience – always. You don’t want to offer them any type of product or service that is questionable. If you stick to this, you’ll reap the rewards by earning more faith and trust from your customers.
- When the Upsell Is Needed to Make the Product Useful – The worst upsell trend that has come along is the upsell that is required to make the first purchase work fully. Now let’s be clear – this is common practice with software demos where they don’t work as fully until you pay. This isn’t about different levels of software or product access, though. This is about paying good money for a product that won’t even work without an expensive upsell. This is not fair to your customers at all.
- When You Can’t Be Transparent – If you can’t be fully transparent and feel the need to lie about limiting sales, never selling for less, or other things that you have no intention of sticking to, this is not only dishonest but can also end up ruining your entire business. There is no need to lie about anything if you have a good product or service.
In the final post in this series, we’ll look at some of the tools that you can use to simplify all of this and how to upsell and downsell successfully…
Increasing Lifetime Customer Value (sales funnels explained) Pt 1
If you have ever been to a restaurant or fast food chain you have probably been exposed to a “sales funnel.” Think about it; when you go out to eat don’t they always try to get you to buy dessert or have fries with that? And when you shop at retail stores they always try to get you to buy one more thing as you are checking out, normally something which enhances your original purchase.
These are basically cross-sells and are a tried-and-true way of increasing the value of your shopping cart; in short, they are a sales funnel at work. In this series of 3 posts, we’re going to discuss this and two other ways to increase your profits.
What Are These Types of Sale?
What we’re talking about is the practice of encouraging customers to purchase either products which enhance the original purchase at a fraction of the original cost (add-on), or more expensive products (upsell), less expensive alternatives or entry level (downsell), or just additional products – sometimes complementary and sometimes just related (cross-sell). In other words:
- Add-on – Encourage customer to buy additional product which further enhances the original purchase but at a fraction of the cost e.g. accessories.
- Upsell – Encourage customer to buy a more expensive item instead of the item they thought they wanted.
- Downsell – Encourage customer to buy a less expensive item if they are wavering about buying the first item.
- Cross-Sell – Encourage customer to buy additional products, sometimes complementary to the first purchase but sometimes just related products or services.
It’s important to understand how and why each of these practices helps increase your revenue. Even if you get the terms mixed up, as many people do, these options should always exist in your business practices. Luckily, with technology it’s easy to set up your funnel so that all of this is automatic.
How Do They Work?
Most people who are in a buying frame of mind don’t really like leaving without anything. They also like to feel as if they’re on the inside and getting a good deal. As a business owner, you want to ensure that you never leave money on the table. As a customer, you want to ensure that you get a good deal.
- Add-on Example – Let’s say that you sell digital products online, and you are promoting your “Guide to Sales Funnels” for $27 dollars and your customer clicks on that item to purchase it. When they checkout, you may also have a handy checklist to help them implement the training quicker and easier and you offer this for $17. And because this enhances the original offer AND is cheaper, many buyers will take you up on the add-on offer.
- Upsell Example – Let’s say that with your “Guide to Sales Funnels” you also have a “done-for-you” option for $127. This means that right at checkout, you can offer anyone wanting to buy the 27-dollar guide the option to upgrade to the “done-for-you” option and get the guide for free. This is a wonderful example of upselling.
- Downsell Example – Let’s say that your customer goes to the sales page for the 127-dollar offer for the done-for-you sales funnels, but they’re not really ready, so they leave the shopping cart without checking out. You can set up the page to send them directly to the 27-dollar guide offer, or you can use remarketing ads and send them to the 27-dollar guide offer.
- Cross-Sell Example – With either of these options, you can include some additional options. Right on the checkout page or after they check out, you can send them to the download page where you can offer additional items to them. Either way, these additional items are somehow related to the same topic as the original offer.
So, for example, you may have an affiliate link to software such as Leadpages.net or ClickFunnels.com that you can recommend. Or, you may have a graphics package that will work for them to help create their sales funnels that you can promote now. Or, any number of reports, books, or offers that relate. The point is that the offer is in addition to whatever they’re buying.
Getting Started with Upselling, Cross-selling, and Downselling
The key to creating just the right sale at the right time is to understand your customers’ buying process. But, unlike most sellers, you’re not going to stop when they choose to buy.
Most buying processes are similar and look something like this:
- Awareness – How does your customer find out about your offerings? They usually search the internet, ask friends, or look on social media. This means that you’ll need to have social media updates, blog posts, articles, and information out there so that your customer learns about your solution.
- Investigation – When your customer is doing their research, you want to ensure that you have enough information for them. Usually, at this point they might sign up for your email list to get a white paper, eBook, view a webinar or get other types of industry reports that you’ve created.
- Evaluation – At this point your customer likely has signed up for other people’s lists too, so you need to ensure that you are filling in all the gaps of information by offering case studies, demos, testimonials, free samples and anything you can reasonably offer so that they can make the choice you want them to make.
- Commitment – Finally your customer decides to buy what you’re offering. This is where most people stop. But this is not where you will stop if you learn to create powerful funnels using upsells, cross-sells, and downsells to keep people inside your funnel and increase their lifetime value.
Once you’ve worked out your customers’ buying cycle, you can focus on what happens after commitment. What do you do after they buy? Now is the time to focus on upselling and cross-selling. Depending on what they’ve bought, you should determine whether customers who buy that item will want additional add-on items that you can cross-sell, or whether you have a bigger and better offer for them that they can switch to.
In the next post, we’ll look at how to best use these effectively and how to position yourself for the biggest Return On Investment (ROI)…