Tips to increase conversion on OTO page?

9 years ago

There are several dozen OTO tips I can share with you, but the biggest one, and most important, is to position the product as being complementary to the frontend offer.

I'm consulting with someone right now who has a high-converting frontend offer. But his OTO is doing very poorly. The reason is because the OTO product was not positioned as complementary to the frontend product. Even though it was valuable, it wasn't relevant to why they bought the frontend product.

The other mistake that's made often is the OTO product seems like it overlaps with the frontend product, rather than being complementary to it. As a result, the customer feels he doesn't need the product.

The biggest thing is to unequivocally state the reason(s) the OTO is essential and why you're including it as a one-time special offer.

The ideal scenario is this:

1. The OTO is "the missing piece to the puzzle" that makes the whole thing work. Without it, the frontend offer feels incomplete.

2. Make it so the frontend product and the OTO product COMPLEMENT each other. There is little to no overlap of features, functionality.

3. In the best OTO cases, the frontend product implicitly creates an unmet need (a vacuum) for the OTO product to fill.

Keep in mind, much of this positioning is perceived and not real, until you create it with copy.

Good luck.

- Rick Duris

[ 5 ] Thanks
2 replies

Signature

CopyRanger.com

{{ DiscussionBoard.errors[9781519].message }}

DABK

8 years ago

Rick is right, but there's a thin line between complimenting the offer and making them feel taken advantage of.

I mean, I have seen OTO's that tried to hard, they made it sound like the front end was not complete by itself, you needed to buy the OTO.

Yes, you want them to think they need to buy the OTO, but not because you have not sold them a complete, fully functional product.

It's like selling fries with the Big Mac, not selling a Big Mac with no paty, no cheese and goo.

Originally Posted by RickDuris

There are several dozen OTO tips I can share with you, but the biggest one, and most important, is to position the product as being complementary to the frontend offer.

I'm consulting with someone right now who has a high-converting frontend offer. But his OTO is doing very poorly. The reason is because the OTO product was not positioned as complementary to the frontend product. Even though it was valuable, it wasn't relevant to why they bought the frontend product.

The other mistake that's made often is the OTO product seems like it overlaps with the frontend product, rather than being complementary to it. As a result, the customer feels he doesn't need the product.

The biggest thing is to unequivocally state the reason(s) the OTO is essential and why you're including it as a one-time special offer.

The ideal scenario is this:

1. The OTO is "the missing piece to the puzzle" that makes the whole thing work. Without it, the frontend offer feels incomplete.

2. Make it so the frontend product and the OTO product COMPLEMENT each other. There is little to no overlap of features, functionality.

3. In the best OTO cases, the frontend product implicitly creates an unmet need (a vacuum) for the OTO product to fill.

Keep in mind, much of this positioning is perceived and not real, until you create it with copy.

Good luck.

- Rick Duris

Thanks

{{ DiscussionBoard.errors[10612021].message }}

Joshua Loke

8 years ago

Originally Posted by RickDuris

There are several dozen OTO tips I can share with you, but the biggest one, and most important, is to position the product as being complementary to the frontend offer.

I'm consulting with someone right now who has a high-converting frontend offer. But his OTO is doing very poorly. The reason is because the OTO product was not positioned as complementary to the frontend product. Even though it was valuable, it wasn't relevant to why they bought the frontend product.

The other mistake that's made often is the OTO product seems like it overlaps with the frontend product, rather than being complementary to it. As a result, the customer feels he doesn't need the product.

The biggest thing is to unequivocally state the reason(s) the OTO is essential and why you're including it as a one-time special offer.

The ideal scenario is this:

1. The OTO is "the missing piece to the puzzle" that makes the whole thing work. Without it, the frontend offer feels incomplete.

2. Make it so the frontend product and the OTO product COMPLEMENT each other. There is little to no overlap of features, functionality.

3. In the best OTO cases, the frontend product implicitly creates an unmet need (a vacuum) for the OTO product to fill.

Keep in mind, much of this positioning is perceived and not real, until you create it with copy.

Good luck.

- Rick Duris

Great stuff- thanks for that!

Thanks

Signature

Connect/Follow me on Facebook:https://www.facebook.com/joshua.loke.96

{{ DiscussionBoard.errors[10641994].message }}

wrcato2

9 years ago

I agree with Rick. Can't argue with common sense.

Another thing you can do is make the OTO limited in nature. Of course it's a one time offer, the price will never be this low if you leave the page.
Instead I am limiting this OTO to only 50 copies. If you are seeing this page this IS Your only chance to get it.
Buy it now or cry tomorrow type of thing.
You could even get a script made that will have a timer at the top counting down the minutes before the page expires.

If you use these tactics you need to make sure that the page will not let them buy the product after the timer elapses.

[ 1 ] Thanks

Signature

Bite Size Bets â€œHow to Cash in Big Time Placing Small Bets - You're No-Cost Guide To Domain Investing."

{{ DiscussionBoard.errors[9784046].message }}

TakenAction

9 years ago

I once read something Dan Kennedy wrote and it was something along the lines of,

You should be able to achieve a 20% conversion rate on your up-sells no matter the copywriting , if you are not you are doing something terrible wrong.

Anyways, exactly what Rick said it should be the final puzzle to make the core product work better and faster. They keyword really is, efficiency.

The up-sells should make the core product get the desired results faster and easier.

[ 1 ] Thanks
1 reply

Signature

The best thing you can do is put yourself out there.

{{ DiscussionBoard.errors[9784156].message }}

JaredRhodenizer

9 years ago

This one converts high:

http://survivallife.com/credit-card-knife/

Thanks
2 replies

Signature

http://MaskedMarketing.com

{{ DiscussionBoard.errors[9784478].message }}

daveshu

8 years ago

Originally Posted by JaredRhodenizer

This one converts high:

FREE CREDIT CARD KNIFE

Only in America will that sell well - nowhere else in the world would you suddenly need to fumble in your pocket looking for a knife, then remember your handy credit card knife that might just save your life.

In fact you don't need to do that in America either, it's just another crazy idea lurking in their weird heads.

Americans are waiting for some major disaster to unfold, although it's hard to imagine when or where it could be where they weren't near their home, SUV, or a store selling guns and much bigger knives - hell even the food malls sell automatic rifles.

"Credit card knife - could save your life when the sh*t goes down" - not likely is it?

It's playing on the strange mentality (or lack of it) of the average American.

Too much TV and Hollywood movies I'm afraid.

Thanks
1 reply

Signature

{{ DiscussionBoard.errors[10612165].message }}

DABK

8 years ago

But, if it doubled (tripled?) as a scooter? A rocket scooter that will get you away from villainous villains (over large bodies of water turned purple by a gorgeous beautiful sun) towards a bodacious, half-naked, champagne-sipping lover? Wouldn't that catch on the world over?

Originally Posted by daveshu

Only in America will that sell well - nowhere else in the world would you suddenly need to fumble in your pocket looking for a knife, then remember your handy credit card knife that might just save your life.

In fact you don't need to do that in America either, it's just another crazy idea lurking in their weird heads.

Americans are waiting for some major disaster to unfold, although it's hard to imagine when or where it could be where they weren't near their home, SUV, or a store selling guns and much bigger knives - hell even the food malls sell automatic rifles.

"Credit card knife - could save your life when the sh*t goes down" - not likely is it?

It's playing on the strange mentality (or lack of it) of the average American.

Too much TV and Hollywood movies I'm afraid.

Thanks

{{ DiscussionBoard.errors[10612344].message }}

Michael Meaney 8 years ago

Originally Posted by JaredRhodenizer

This one converts high:

FREE CREDIT CARD KNIFE

Why do I not have this in my life??
- Thanks
Signature

--> NEW TRAFFIC METHODS <--
{{ DiscussionBoard.errors[10638815].message }}

ghost209

9 years ago

well first thing, have a freaking awesome upsell. The more amazing of an offer it is, the higher your conversion rate..

so if your upsell is not converting like you'd want it to you can always try stacking the value. Try something a little different, add some more coolness into it.