John, a business coach, set up a professional web page and created an opt-in with a valuable free gift. He’s trying to build his list. His website is getting significant traffic but very few people are opting in for his e-book. John needs to know how to improve his conversion rate. Looking at his opt-in, there are several important elements he is missing.
Delivery time is not clear. Most opt-in downloads are digital such as an E-Book, report, audio or video. Your prospects expect to download their gift immediately. If there will be a delay in your delivery, tell your prospect in the opt-in form’s text. For example: You can receive the download within 24 hours of signing up.
The “until midnight” excuse was once a popular marketing tactic. However, marketers so over used this tactic when obviously it wasn’t true, that the savvy buyer no longer falls for it. On the contrary, it is often seen as “sleazy” and can actually lose some conversions. Unless you really meant that your product offer would be gone by midnight, you should refrain from using this tactic. In many ways, it’s pretty misleading even in pursuit of getting your prospects to act now. Evidently, your product would still be there the next day, being sold at the same price. So use any other scarcity factors… but this!
Encourage your prospect to act on scarcity reasons. You can say that you’re limiting the number of copies of your product (and actually DO it!). And it has been proven that scarcity sells. People by nature like to have the privilege of owning so this is one factor you can really use to increase your conversion rate and sales. For example a time-based reason may be “This is NOT an open-ended offer. This sale runs for only 7 days. After the 7th day, this offer will expire and be removed forever!” A quantity based reason is “Only 100 copies will be sold. No more than that. Once the 100th copy leaves the shelf, this offer will not be made available again, EVER!”
Use fast action bonuses. Just offering bonuses isn’t enough of an incentive especially if you’re in a competitive niche. So you can add your edge by offering time sensitive bonuses. Aside from your bonuses having to be perfect complimentary products to your primary offer, the fact that they are scarce encourages your prospect to act now, get the Fast Action Bonuses and be rewarded with more value for the same money purchased.
Tighten the offer with a long-term guarantee. The longer your guarantee term, the better. Encourage your prospect to try your product out and test-drive it instead of being neutral or indifferent. Assure your prospect that you will be shouldering all the risk for him or her throughout the guarantee period. Your guarantee may be, “I stake my reputation on my claims, but I seriously hate to see you pass up such a great deal that I’m willing to shoulder all the risks for you so you can try it out worry-free!” You may continue to go on and write, “You have my word that this is the big break through you’re looking for. And if it’s not up to your satisfaction for any reason whatsoever, just drop me an email, delete the product off your hard drive, and I’ll refund every cent of your purchase. No questions asked. You have nothing to lose except a chance to try it out!”
Use P.S.es to summarize your offer or reveal hidden benefits. Here are some things worth summarizing in your P.S. (or post-script), even though you don’t have to cover all of them; some will do:
- You are shouldering the risk for your prospect through your Money Back Guarantee.
- It would be more expensive and costly in terms of money, time and effort (or all) if your prospect seeks other solutions or alternatives than yours.
- You can stress the Fast Action Bonuses and how scarce they are that if your prospect doesn’t act now, he or she will miss out.
If you have no other urgency factors, stress to your prospect how valuable it is to him or her to tackle their current problems right NOW and not later with your offer. You can use the P.S. to reveal other hidden benefits not mentioned earlier in your sales letter. It could be an unannounced bonus, guarantee statement or a reward for acting immediately. You can choose to reveal even more praises and testimonials in an effort to encourage your prospect to act now and become your customer. P.S.es serve as good summaries and urge your prospect to act now by purchasing from your order link/button/form.
Tell your prospect that the price you’re asking for is a bargain. You can do this by comparing to other possibly higher cost solutions by your competitors (without naming names) or less effective alternatives. For example, “Which one do you think is a smart thing to do? Invest $97.00 and find out all of what you need to know about making a killing in the stock market OR flushing thousands of dollars in a shot in the dark – and get killed in the process?” Another example is, “For the first time ever, you can tap into the secrets of top marketers at the low price of $47.00. Now why would you pay $2,000 to attend a seminar to learn the same secrets I share with you in my audio course?”
Is your opt-in offer bringing you all the conversions you want? Is your mailing list growing at an optimal rate? If not, follow John’s example and be sure your opt-in contains all of these elements.