A Little Lesson In Deliverability...

As marketers, everything we do influences our market to
make certain actions and decisions. And boy do I mean
everything.

From how we position our products, how we position
ourselves, how we speak, how many times we email, how
many times we sell, how we treat our customers... the
list goes on and on.

But recently, I discovered something seemingly small and
insignificant that directly influenced actions of my target
market (this is a non-IM market, if that matter at all...).

Recently, I discovered that changing the page on which
I allow visitors to download my product directly influences
my refund rates! (I'm talking BIG influence, too. It cut
them in half!) Remember... I didn't change ANY of the
content. I just made the page on which the content was
delivered a little prettier.

Before, my download page was pretty bare. It was a plain
white background - no images or headers or any of that
jazz. I simply linked to the videos and PDFs. Nothing
fancy at all...

One afternoon, however, I decided to 'pretty it up.' I put
in the main site's header and footer, put up the background,
wrote a short introduction on how exactly to use the
information (pep talk!), and put some thumbnails to click
on for each video.

The results? I cut my refund rate in half. From 7% to just
a little bit over 3%.

So what's the moral of the story? Everything we do, as
marketers, impacts our market. Everything. So don't take
any shortcuts and always strive to impress.