Direct Buy Button vs. Checkout Page

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I'm used to having a sales spiel on a web page and having a buy now button on the sales letter that leads to the payment processor.

What would you do in this situation? Your site has a particular need. Maybe a new membership plugin or something like that. You've looked far and wide and found a good solution that fits your needs except in one way.

It doesn't have functionality to have a traditional buy button on a particular sales page. Instead, there is a button but it leads to the checkout page where all the other products or services you offer through the system can be bought. The prospect picks the appropriate one and is forwarded to the payment processor system.

So, maybe the spiel was about the gold package, but they get to the checkout page and they see the silver package that is quite a bit less expensive. Or they see a book or something unrelated to what you just sold them on.

Would that be a dealbreaker for you as far as using that solution? Or do you think anything would be lost by the prospect going through this extra step and potentially buying something cheaper or perhaps more expensive?

Thoughts?

Mark
#button #buy #checkout #direct #page
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  • That would be a deal breaker. Offering choices after they have decided to buy will kill your sales. Now...they have another thing to think about.

    The exception would be upsells that would be individually pitched after they bought the first offer.

    Make the sale. Get the money...then mention "Oh by the way".
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  • Profile picture of the author savidge4
    In the right situation.... but more than generally speaking if the end user hits "Buy Now" what is the conditioned expectation? To pay, correct? There has already been a series of CHOICES made to that point, and to then add further CHOICES is oh so not good.

    The right situation... would be "Add to Cart" and if the items presented can be called "Other items people also bought" or the like - Amazon does this, Home Depot, and many others.

    Like anything with sales you have to set and meet expectations... "Buy Now" has an expectation, and so does "Add to Cart"

    Align the experience with the expectation or in your case the expectation with the given experience... I would try "Add To Cart" and see where that gets you. But ONLY if the item is in the cart selected and ready to purchase ( meaning; they are not having to select the item again ) - AND you can add an amount of text like "often bought together" or the like.
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  • Profile picture of the author savidge4
    An added thought.... you could just CSS the added items out of the checkout page?

    <<< Im Not Soliciting >>> but if you send me the URL I could probably have the code back to you to get that done
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    • Profile picture of the author WF- Enzo
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      This should be fine.

      Originally Posted by savidge4 View Post

      An added thought.... you could just CSS the added items out of the checkout page?

      <<< Im Not Soliciting >>> but if you send me the URL I could probably have the code back to you to get that done
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  • Profile picture of the author Klara Pelhe
    Originally Posted by Mark Singletary View Post

    I'm used to having a sales spiel on a web page and having a buy now button on the sales letter that leads to the payment processor.

    What would you do in this situation? Your site has a particular need. Maybe a new membership plugin or something like that. You've looked far and wide and found a good solution that fits your needs except in one way.

    It doesn't have functionality to have a traditional buy button on a particular sales page. Instead, there is a button but it leads to the checkout page where all the other products or services you offer through the system can be bought. The prospect picks the appropriate one and is forwarded to the payment processor system.

    So, maybe the spiel was about the gold package, but they get to the checkout page and they see the silver package that is quite a bit less expensive. Or they see a book or something unrelated to what you just sold them on.

    Would that be a dealbreaker for you as far as using that solution? Or do you think anything would be lost by the prospect going through this extra step and potentially buying something cheaper or perhaps more expensive?

    Thoughts?

    Mark

    I think that the best way would be that users can directly approach to the classical checkout page where they only need to leave their payment details and finish the purchase. If they see other products in the checkout page this could really be a huge dealbreaker since they may give up on purchasing that item because they will see other ones and start thinking about them. Or, they will cancel the existing order to buy the cheaper item. This really isn't a good practice conversion-wise, users need to have here a pretty clean funnel where they look at some product, add it to the cart, and finish the purchase, desirable in just couple of steps. If there are any kinds of other distractions there, it can ruin the whole process, so if you could avoid this, tend to do it.
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