I got two emails today from well-known marketers.
Both of them had interesting emails... products that I was interested enough in checking out and probably would have bought.
Both of them decided to use a video only web page.
No offer button.
Just a play button on their video.
No way to skip ahead in their long-winded video.
No opportunity to buy or sign up or join or do whatever they really wanted me to do... at least no until their video got done playing.
That was several hours ago.
Their video might still be playing.
I wouldn't know because I closed the browser and left their site.
And they didn't get the sale from me. I won't go back to their site either.
As a potential customer, respect my time. Give me the option of placing my order or signing up as soon as I'm ready to and not make me wait until your video ends... if it ever ends.
As a professional copywriter, I've seen response rates drop by 20% by not giving people the ability to "jump the line" and place their order. That's not a made-up number either. A few months ago, I corrected this mistake for a client who was asking people to wait over TEN MINUTES before the order button would appear on their video sales letter. Response rates jumped as soon as I explained to my client why it was a response-killer.
Don't make your potential customers wait to order. Make it easy for them.
That's why on really long sales letters, there's more than one place to start the ordering process.
For the non-gurus reading this... please don't make this mistake, especially if you're trying to maximize -- not lower -- your response rates.
For the gurus... put yourself in your prospects' shoes. Would you want to wait 45 minutes to find out the price or place an order for something you wanted?
End of rant.