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Order Form on Sales Page?

by Nathan Malone
5 replies
A search didn't return any results, so I thought I would ask here, in case anyone has split tested this.

How does the conversion rate of a site change by including the order form at the bottom of the sales page, rather than on a separate page (with the typical "Add to Cart" or "Buy Now" button near the bottom of the sales page linking to the off-page order form)?

Speculation would be helpful, but concrete results from split testing would be fantastic, if anyone has tried both on the same sales page.
#form #order #page #sales
  • Profile picture of the author Kyle Tully
    Haven't tested this in a while but the last test I saw had the order form on the salesletter up by over 300%.

    Which makes sense... it's one less hoop for people to jump through.

    A lot of "top" people are using separate order pages but I think that's driven more by platform limitations than anything else.
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  • Profile picture of the author Nathan Malone
    Wow, I thought it would increase conversions, but a 300% increase is incredible.

    I'm setting up some sales pages with InfusionSoft, and as I am a programmer, I'm thinking of writing up some custom code to integrate an InfusionSoft order form onto the same page (I know there are one or two other solutions out there, but I might just do my own version).

    Anyone else on the subject?
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  • Profile picture of the author Marty Foley
    I personally did a multivariate test and one of the factors was displaying the salesletter on the top of a secure order form, vs. a traditional salesletter linked to a separate order form.

    In that test, the former outperformed the latter, by 24.14%.

    Marty Foley
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    • Profile picture of the author marciayudkin
      One problem you need to watch carefully for is that, depending on which shopping cart or checkout procedure you use, you may need to have your order page be a secure page, which will almost always make that page slower to come up in the user's browser.

      Sometimes there's a one-step secure order page and sometimes you can ask people to start filling it out and then go to a second secure page to put in their credit card info.

      The one time I saw an order form on the sales page, I was all hot to order the product (at $297), but the page was not secure. Even worse, there was no phone number and no email address to let them know about the problem or order in an alternate way. So they lost my order.

      I guess there are people who will order online from a page that is not secure, but I am certainly not one of them. And I wonder if you then open yourself up to liability if someone's info gets hacked from your site because it wasn't secure. Visa and Mastercard now have very strict regulations and hefty fines about this kind of thing.

      Marcia Yudkin
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      • Profile picture of the author DavidO
        This is great to hear because it's something I've been wanting to try. Sure, you need your sales page to be secure but this should only help conversion too. But I'd be eager to find out if seeing a secure page when just opening the page will put some people off, figuring it as a sales page before capturing sufficient interest.
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