Getting More Sales From Your Order Page
It's the gold medal of e-commerce. Getting that coveted sale is what every online business owner hopes and prays for daily. It's why we fight for good search engine positioning. It's why we battle with our copy, making it "just so." It's what pays the bills! But what if you could get even MORE sales from your order page? It's really not very hard to do.
What I'm about to tell you is not some big secret. It's a widely used practice that works. You've probably seen it before, but never paid it much attention. Well get ready to listen, because with just a few simple steps you could quickly be doing a lot more business.
Will this same tactic work for off-line businesses? You bet!
I have two ebook sites. One is for my copywriting course ( http://www.copywritingcourse.com ) and the other is for my ezine guide ( http://www.creatingezines.com ). Like you, I'd seen this sales practice put into place before. I'd even bought more of a product or service because of this tactic. But one day it dawned on me to actually USE this method to see if it would really work for me. I used the two products above to conduct a test.
Instead of just linking my "order" or "buy now" buttons to my credit card processor, I created a separate order page. And instead of just putting the copywriting course on the order page of the copywriting course site, I added a "deal." I offered a $10 discount if site visitors bought BOTH ebooks at the same time. I have a link to buy just the copywriting course, and a link to buy both ebooks at the discounted price. Literally, within minutes of implementing the change, I began ringing up sales for both books.
Have you seen this before? I'm sure you have. Amazon.com, ProFlowers.com and many other huge online retailers use this method to boost sales every day. Why does it work? Simple.
Once people go through your site, read your copy, and check out your products or services, they make a decision to buy. By offering them more for less (more products/services for less money) you take advantage of their "buying mode." You strike while the iron is hot (so-to-speak). It's a win-win situation. The buyer gets a discount, and you get more sales.
So how would you implement this strategy for off-line businesses? Just follow any fast food restaurant's lead.
Have you ever been to a McDonald's restaurant? What normally happens is a conversation like this:
'May I take your order?"
"Yes. I'd like a Big Mac combo with a Coke."
"Would you like to super size that, ma'am?"
"Sure, why not."
"And how about adding one of our hot pies or an ice cream sundae for just $1.00?"
"OK"
Without so much as a fuss, McDonald's just added two sales to your order. One was super sizing of your combo meal. the other was a sundae. You got a discount - you got more food for less money - and McDonald's got more profits.
Off-line retailers can simply instruct their salespeople to ask for more sales. Once the customer gets to the cash register, they are officially in "buy mode." While they're standing there, quickly (and I mean quickly. don't bombard them) ask if they need shoe polish to keep those news shoes looking new, or if they remembered to pick up labels for that box of CDs. It's really that simple. No hard sale, no pushing, no shoving. Just a simple question to which the answer is almost always "yes."
So there you have it. the quick and easy way to get more sales from your order page. Think it's too easy? Try it and see for yourself.
The Key To High-Volume Web Sales
The quickest way to achieve high-volume sales on the web is to set up your own affiliate program.
The single most important factor in a successful affiliate program is to make your affiliates your equal partners by paying 50% commissions. Let them see that it is in their interests to promote yours.
There are two ways to set up an affiliate program: you can install affiliate tracking software on your server or you can use a 3rd party affiliate tracker.
Here is a list of sites that offer affiliate tracking software:
http://www.ezine-writer.com/affiliatesoftware.html
For most people, a much easier option is to use 3rd party (or web-based) affiliate tracking.
There are literally dozens of web-based affiliate management services. Some have setup fees, some have monthly fees and others charge monthly commissions on your sales.
Here is a list of 3rd party affiliate trackers:
http://www.ezine-writer.com/3rdpartyaffiliate.html
One of the most popular 3rd party affiliate trackers is ClickBank .
Compared to some other affiliate programs, ClickBank's system is quite basic - for example they only offer one-tier affiliate tracking and they don't provide click-thru stats.
But the one big advantage of ClickBank is they are widely used (by over 10,000 merchants) and trusted - and that means your customers will feel safer when ordering your products.
Here are some of the features of the ClickBank affiliate program:
- one time setup fee of $49
- no monthly fees
- 7.5% commission on your sales
- automatic email (to you and your affiliates) every time you make a sale
- ClickBank issues checks to your affiliates
- checks issued every 2 weeks
- low minimum ($5) before a check is issued
One drawback to using ClickBank is that the links your affiliates post on their websites won't contain your domain name - so they won't increase your link popularity.
But there is a way around this - a script specifically designed for ClickBank merchants that generates URLs for your affiliates, based on your domain name: http://www.easybiztools.com
With this script, your ClickBank affiliates would use a link that looks like this:
http://www.yoursite.com/sales.php?offer=nickname&pid=1
Once you have your affiliate program set up, you'll need some promotion tools to offer your affiliates.
Here are some ideas:
- free eBook - this could be as little as 5 or 10 pages explaining the benefits of your product or service. Make sure it contains some valuable tips and include links to your website that your affiliates can customize with their own affiliate link.
- your own articles - if you write free articles, encourage your affiliates to use them in their newsletter and on the website, with their affiliate link in the resource box.
- ezine ads - offer your affiliates 30-word ads they can place in newsletters (preferably ads you have tested and found to be effective).
- email course - if you have an email mini-course, allow your affiliates to offer it from their website, with their affiliate links.
- popups - give your affiliates a template popup for their website, with instructions on how to install it.
- affiliate kit - put all your affiliate tools into an eBook that your affiliates can download.
That's it! All the information you need to set up your own affiliate program.
Some Advertising Is Doomed To Fail
When people are concerned about the lack of response to their advertising, usually they complain about one of two things. They either say, "I put it in all the popular ezines but nobody responded" or "I followed all the copywriting 'rules' but didn't even get one sale." This dilemma is normally due to one common problem. There is one thing most people don't think about that dooms their advertising to failure.
Advertising is a process, not an event. Basically this means four things.
(1) Your copy has to be fabulous.
(2) Your placement has to be right on target.
(3) Your timing has to be impeccable.
(4) You must repeat your ads regularly.
The one thing that most people don't consider that dooms their ads to failure is that all four elements in the process must be in place.
Let's go through them individually to get some clarification and ensure your ads get the response they should.
Your Copy Has To Be Fabulous
Copy, especially with online advertising, is a primary concern. It has to grab. It has to push those emotional triggers. It has to stand out from the crowd in order to be seen. This normally means using a benefits-oriented approach.
When you speak to your customers through your advertising, your primary goal should be to answer two questions. "So what?" and "What's in it for me?"
Your Placement Has To Be Right On Target
Just because the ezines, newsletters or Web sites you chose to place your ad with are popular doesn't mean your target audience frequents them. For example, let's say Worldwide Marketing Ezine has over 100,000 subscribers and everybody you know reads it like the Bible. You may be tempted to place an ad with them thinking you'll get a huge response. But if your product is an ebook that deals with gardening, you are most likely wasting your time and money.
When people read Worldwide Marketing Ezine, their focus is on business and promotions, not gardening. Yes, some of these people may be avid gardeners, but throwing a gardening ad at them while they are in "marketing mode" won't get you the response you want. A better idea is to seek out ezines that cater to gardening enthusiasts. That way, your ad will be placed in front of people who have an interest in gardening - while they are in "gardening mode".
Your Timing Has To Be Impeccable
There are some general "timing" rules that apply in advertising.
1. Never advertise during a holiday weekend unless you are in retail. Most people are geared toward being with family during the holidays and don't notice advertising as much. The exception to this is retail. These stores do the majority of their sales during holiday times.
2. Summers are slower than the other three seasons. This is not to say that you shouldn't advertise during the summer. What it means is that you'll probably have to advertise more! Again, the focus of most people is on planning vacations, being with their children and having fun. Because of that, most won't pay much attention to advertising that isn't specifically related to their immediate need. You'll have to up your ad frequency in order to place yourself in front of them continually.
3. Always take advantage of advertising related products during "newsworthy" times. Nationally or locally, if your product or service relates well with something that is being covered in the news, jump on the bandwagon. Again, it deals with the general focus of your customer's attention. (Of course, PLEASE use good judgment!)
You Must Repeat Your Ads Regularly
There is another old advertising saying (marketer's are just full of them). "Repetition breeds remembrance." Nothing truer has ever been spoken. Why do you think Pepsi and Coca-Cola spend millions on marketing each year? Everyone in the world knows who they are. However, they understand that if they disappear from view, they are likely to drop in market share and fast!
Pepsi, Coke, McDonald's and hundreds of other major corporations understand the importance of staying in front of their audience. The last statistic I saw pertaining to impressions stated that consumers must see your ad seven times before they really even notice it. SEVEN TIMES!
I know what you're thinking, "But I'm a small business owner. I don't have the budget of Coke or Pepsi." True. But you can swap ads with others, write and submit articles to ezines or Web sites, arrange joint partner ads and split the cost plus a number of other things to reduce your advertising expense. What's important is that you stay in front of your particular customer.
Once this combination is put into practice, you will notice a great increase in your advertising response. The result of an ad that is well written, placed in a targeted publication, timed impeccably and repeated with regularity will be a more consistent flow of sales for your business.
Troubleshooting Poor Response from Ad Campaigns
Too many small business owners today run ad campaigns that get little to no results, and they have no idea why. When you have the knowledge to troubleshoot the poor responses, you also have the knowledge to make the needed changes so that - next time - your sales improve! Let's take a look at the breakdown of an ad campaign, and how to determine what went wrong.
Response vs. Results
It's important to understand the difference between response rate and results. When a customer takes the action you want him/her to take (i.e., clicking to your site, calling your 800 number, etc.), then you've achieved "response." This does NOT mean you've made a sale. The response rate of your ad campaign can be high without ever selling one product or service.
"Results," on the other hand, are the sales you make in conjunction with the response rate. When a customer takes the action you want him/her to take AND buys your product/service, then you've achieved results.
No Response
When you get little to no response, chances are that one of two things happened. One - your ad was poorly written and didn't generate enough interest to excite the customer to take action; or two - the ad didn't reach your preferred target customer.
How do you determine which one is the culprit? Test! Use the same ad, but place it in a different ezine or on a different Web site. If response rate improves, you know the ad is most likely fine, but the audience exposure was off. If the response rate does not improve, it's probably best to rewrite the headline, the ad, or both.
Response But No Results
If you run an ezine ad, banner ad, etc., and get responses without making any sales, the most probable theory is that your supporting ad copy or offer is not doing its job. Ezine ads, banner ads, and the like will never make a sale on their own. The customer is almost always going to be directed to click back to your Web site. If the copy/design of your ad is working, but no sales are being made, take a good look at the copy or design of your site. Chances are that *it* could be costing you sales.
Again, testing is the key. Change a headline, add links that direct to "more information" pages, and so on. Run the ad again, and see if your results improve.
You'll notice that in either case, testing is the recommended course of action. So many small business owners get in a hurry and neglect to test their ads. While it may seem costly to run an ad, change an ad, and run it again - the truth is that running unproven ads all across the Net without gaining any return on investment (ROI) is a huge waste of money.
Yes, it does take a good deal of time. Yes, it can cost additional money. However, once you've taken the time to test an ad, and the copy on the supporting Web site that customers will be directed to, you'll be in a much better position to ensure consistent sales from your campaigns.
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