24

Increase Conversions In Five Easy Steps

Did you know that “conversions” are at an all time low? Be it a squeeze page, a sales page, a webinar page or even a free membership page the figures don’t lie.

While there is no scientific proof it is reasonable to believe that the average web page converts visitors into buyers at LESS than 2%.

That means that less than 2 out of 100 visitors buys or takes any other action.

There is a simple explanation for this.

Today’s consumer is distracted to the max.

Especially the online consumer who had email pinging, popups popping and more, all while he or she is on YOUR site!

Oh, the horror!

Happily, there is a way to help fix the conversion problem.

And I’m going to share it with you, free, right in this article.

First things first, just what is this mysterious thing called ‘conversion’ and why does it matter.

The word conversion simply means this …

For every 100 people who visit your website (or the site you promote) how many take the action you want them to take?

Many people think of making sales when they think of the word ‘conversion.’

But it’s more than just making sales.

Conversion could be …

  • Buying something
  • Joining your mailing list
  • Filling out a survey
  • Registering for a free account
  • Referring three friends
  • Registering to attend a free webinar
  • Or more

The reason it matters is this – only those things that get measured get improved, and we very much want to improve conversions.

They say the average sales letter page converts visitors to sales at about 1%.

Can you imagine any offline store, like Walmart, staying in business long if only 1 person in 100 who entered the store made a purchase?

Not going to happen.

So how can YOU improve the conversion of your web pages?

The secret is something I call a “60 second recap”.

I’ve been using this technique successfully since 2008. I hope it works well for you too.

Here’s how you do it, followed by an example that is working now:

FIRST – LIST THE BENEFITS OF YOUR OFFER

The key here is to list benefits, not features.

A feature is something your product does, a benefit is something it does for me.

Here’s an example:

Feature: The Directory of Ezines is a database of ezines that sell ezine advertising, publish ezine articles, and do joint ventures.

BENEFIT: The Directory of Ezines helps you SAVE TIME when you are searching for ezines in which to advertise, publish articles, or do joint ventures.

See the difference?

People could care less that the DOE is a MySql database driven membership site using PHP or that we are hosted on an Apache server.

But they do care about saving time.

And that’s only ONE benefit of the DOE! 🙂

List ALL of the benefits of your product that you can.

Then prioritize that list from the most powerful benefit to the least powerful.

HINT: Remember the super motivators of Promise of Gain and Fear of Loss. These move people to action.

SECOND – CREATE A BULLETED LIST OF THOSE BENEFITS

The best way to display these benefits is not by hiding them inside fancy words.

After all, just the fact that someone might want to read a 60 second summary page indicates they are in a hurry.

Our goal here is speed.

So give them just the facts. Give them a list.

People like lists. We use lists every day and are very used to the look of a list.

Many people associate lists with saving time because when they need to save time, or make sure something gets done, they make a list!

Simply list the benefits you created above in descending order, from the most powerful to the least important.

Every one of the benefits you list will have impact to someone, but do remember to START WITH THE STRONGEST benefit you can offer.

Want to see this in action?

I use this tactic every day to make more sales at many of my sites.

Here’s the example I promised you:

See my sixty second recap page here

I have often used this page as my main sales page. It converts better than my 5500 word long sales letter! I’m always testing but this page is my control page and works well.

THIRD – TEST THE PAGE

Now it’s time to read the page.

Since these are words that you have written, you will read it faster than another person.

I recommend asking a friend to read the page, and timing them.

If you can’t do that, set the timer on your phone or watch and read it at a comfortable speed, making sure you read every word.

Then measure how long it took.

After all, you want to keep your implied “60 second”promise.

If the page is too long, either shorten each bullet point or remove some until the page is short and concise.

FOURTH – INCLUDE A CLEAR CALL TO ACTION

The objective for most who read this is to sell to people who are in a hurry.

If you are not making sales (you might be building a list for example) your goal is the same — to get someone in a hurry to take an action.

The LAST THING you want to do here is to give them your short yet powerful list and then force them back to your main page, where the order link might be hard to see.

So ALWAYS include an order link at the bottom of the list.

You can safely restate your main benefit at the bottom of the list, but resist the temptation to say more.

LAST (AND OPTIONAL) ADD A LINK ON YOUR MAIN SALES LETTER

Some of my clients have flat out abandoned the “long form” sales letter for the 60 second approach. I know I have on some of my sites.

But if that’s not you there are no worries.

If you want to keep your long sales letter (and you should until testing says otherwise) it’s time to modify your original sales letter and let people know you offer a 60 second summary.

When I do that I choose to do it at the very top of the page.

The thinking is that people in a hurry will hit that link fast, and my testing has proven that to be true.

Please understand, in most cases long copy works best. There is no doubt there.

Using long selling copy is smart, because long copy gives the reader enough time to feel comfortable, and you can tell the whole story. That’s smart business.

But appealing to everyone is smarter!

With this technique you simply add a little more marketing to your mix and can appeal to almost everyone.

Until now, you had to choose. But now, by using my 60 second summary, you can have it all!

And having it all is a beautiful thing indeed!

Charlie Page Signature

Click To Share
Charlie Page
 

Happily married for 43 years, Charlie is the dad to two wonderful daughters. He is the author of 12 books on Internet marketing and creator of over 15 membership sites. You can see all Charlie offers using this link Click Here

Click Here to Leave a Comment Below 24 comments
Yans Media

Thanks, Charlie for the great article. I think everybody more or less does this excepts the 3rd paragraph. I think testing is almost every not professional’s Achilles heel.

Reply
    Charlie Page

    Thank you for your comment. Testing is a challenge but keeping it simple really helps. And today’s tools, like being able to split test subject lines or landing pages, makes it that much easier.

    Charlie

    Reply
Affiliate Success Checklist - CHARLIE PAGE

[…] are MANY variables that affect conversion (I cover some of them here) and many ways for you to be lied to, so you need to be careful […]

Reply
Why Do People Buy? Selling Tactics That Actually Work - Georg Kerschhackl - Official Website

[…] Every one of the benefits you list will have impact to someone, but do remember to START WITH THE STRONGEST benefit you can offer. – via CharliePage.com […]

Reply
Mark Lawton

Brilliant! And common sense!
They usually go together, and do so here in spades

Best Wishes

Mark

Reply
Four Tools That Can Change Your Life - CharliePage.com

[…] factor is that many, if not most, of the sites you will promote as an affiliate don’t convert visitors into buyers anymore. One reason that we often hear that “99% of affiliates never make money” is […]

Reply
Affiliate Success Checklist CharliePage.com

[…] So if 100 people visit the site and 5 of them buy that would be a 5% conversion. […]

Reply
What Does Great Marketing Look Like? | CharliePage.com

[…] in part, is why websites no longer convert visitors into buyers very […]

Reply
Roberto

Hello Charlie.
Great great article. The funny thing is that when you come to think about what you wrote, its just makes all the sense in the world.
Give people what they NEED and WANT to know, then give them the option to learn more or go into more detail…. its there choice.
Thanks and congratulations the your great Value.
Best Regards
Roberto

Reply
Clive

Thanks Charlie for the great article. You have always been very resourceful. I am sorry about about the passing on of your Granny. My condolences to you. May peace be with you through this time.

Reply
Faizan Jamal

Amazing article it is, but one should not forget the concept of “Visuals” especially when the fact that “consumers get distracted at the max” is quite clear. Having the visuals on the website would not only prevent conusmers getting distraced but also it would increase the value of the company or the offerings.

Reply
Eric

Hi Charlie. Very helpful post. I especially like your 60 second rule. Makes a lot of sense. What is your take on video? I create a lot of lead gen sites for clients and adding a video will almost always increase conversions. I also like the idea of breaking down long sales letters into separate pages where you end each page leaving the reader hanging, having to click a button to get the rest of the story. I find that works really well as well. Might be the added engagement? Either way, I really liked your post and I’m going to incorporate more bullet points in my copy as well.
Eric

Reply
    Charlie Page

    Eric,

    Great thoughts. I like video and use it to teach but less for lead gen. I’m not a fan of the split sales page idea but have seen it work for some products in some markets. I’m finding people are very distracted and give up after a few pages where they have to click to learn more.

    Thank you for your comments. Great looking site you have there!

    Charlie

    Reply
Phyllis Thomas

Thank you Charlie for more wisdom. Great article!

Reply
Don Parker

Hi There Charlie:
Absolutely fantastic, I am guilty of exactly thing you are talking about, I turn on my email in the morning and have to jump back as the flood of emails try to drown me. I am better off than most folks that are trying to make it with two or three jobs just to make the ends meet.
So when they get home after working they are met with the flood that greats them.
Naturally, they will scan through the list and if it does not jump out, guess where it goes. So when seeing what you are talking about, we love it. Just a few minutes give us a good impression, we spend time with it. That will make me stop and take a good time spent reading the email, they can move on, but I do go back as there is some meat in it and not a pile of words that mean nothing.
Very good Charlie. Best news out there today and every day from you.
Please do not change your format as it is the greatest.
Thank You so Much
Regards
Don Parker

Reply
    Charlie Page

    Thanks Don. I don’t plan on making changes except to deliver more value!

    Reply
Rosemarie McKenna

Hello Charlie,

WOW! Another wisdom from you…..I totally agree with you! If we can give them the answer to the question “What’s in it for me?” from the very top of our email, we’ve got conversion in a hurry!
Thanks again for all that you do and give to us.

Reply
    Charlie Page

    It applies to all sort of marketing – email, direct mail, sales letters too. I’m so happy you liked the article. Thank you for your comment and kind words.

    Charlie

    Reply
Adam

Exactly Charlie!
The *keep it simple* ingredients:

1. Here’s what I got! (i.e Product)
2. Here’s what it will do for you. (i.e List of benefits)
3. Here’s what to do next. (i.e. how or where to go get it)
Re: John Carlton

Reply
    Charlie Page

    John gets credited with that formula a lot. It’s brilliant, no doubt there!

    Charlie

    Reply
Jeff Casmer

Hi Charlie,

Good post. I especially like the “features and benefits”. What most people need to realize is their website, squeeze page, etc is just like a brick and mortar business. When I first started out in retail 25 years ago I would go through sales seminars on the “features and benefits” concept. You want sales? You need to know the difference between features and benefits.

Reply
    Charlie Page

    Hi Jeff,

    Good to hear from you. So true about features vs. benefits. True too about online business being very similar to offline. Great customer service, incredible value, giving before expecting to receive … these work in any business, offline or online.

    Charlie

    Reply
Don

Great article, Charlie! It’s so true what you said about the distractions we all face, and it’s getting worse all the time! Providing a quick, “Just the facts” option is a super-smart idea.

Always enjoy what you have to say. Thanks!

Don

Reply
    Charlie Page

    Thanks Don. Gotta give the people what they want and everyone wants to save time these days.

    Charlie

    Reply

Leave a Reply: