How I improved Gmy Ebook conversion rate EIGHT (8x) Fold with three simple tricks

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HUGE difference between July and August sales. My traffic increased incrementally July vs August, but the conversion rates are still up GREATLY.

1) Before Testing: Visitors were pushed directly to my paypal account when they clicked "add to cart."

Improved Practice: When a visitor clicks "add to cart" they are redirected to another sales page that recaps my 60 day refund policy and re-lists features and benefits of the product. (I suspect if I add some more testimonials to this page my conversion rates will be higher.)

2) Before Testing: Customers were offered an upsell on my initial landing page (audio course.) I suspected this was causing analysis paralysis and was making them think too hard before they firmly decided to buy. Not only that, but the upsell was not converting at all.

Improved Practice: I make no mention of the audio course on the landing page. When a customer clicks "add to cart" they are redirected to a final sales page that offers the Ebook AND audio package as a bonus. My aim was to establish value in their mind for the ebook alone, then when they clicked "add to cart" and saw additional bonuses, this would create a greater impulse to buy.

I also added a Gift Card graphic at the top of the page and used verbiage similar to this:

"we are offering an incentive to all customers who purchase xxxx ebook before this offer expires. If you see this message on your computer screen you are eligible for a free upgrade to the ebook and audio course. Discount code xxxxxxxxxxxxxx."

3) Headline tested for better conversion. Yellow Highlights and Bolds on emotional triggers in headline worked well.

Hope this helped.

Ben
#conversion #ebook #fold #gmy #improved #rate #simple #tricks
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  • Well done. And nice to have a real, substantive post with genuine results provided. Thanks.
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  • Profile picture of the author JackPowers
    Thanks for sharing your results. I am going to implement 1) right away.
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  • Profile picture of the author E-supreme
    Great post think I will try this!
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  • Profile picture of the author jacktackett
    Thanks Ben, nice to see some information behind statements. This reminds me of a membership site Terry Dean had about 10 years ago where he would give information and results on a variety of tests he'd do with his promotions and products. Thanks again.
    best,
    --Jack
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  • Profile picture of the author KevL
    this is very interesting thanks for sharing!

    I would expect linking them to another sales page from the add to cart button would decrease conversion rather than increase - so that's a surprise!

    It's a pity you didn't test these things seperately

    Cheers

    Kev
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    SEO Kev
    Small business SEO / Web Marketing Tips.
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  • Profile picture of the author Matt MacPherson
    What the heck, I'll disclose a conversion rate "secret" as well. Add an audio file that automatically plays. Give away some free tidbits of info in the audio. Of course, make sure it is well scripted and informative.

    I've tested this a few times in a number of different niche markets (non-IM) and it increases conversion every time (with statistically significant results).

    Matt
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    • Profile picture of the author mywebwork
      Some excellent pointers here, also shows the value of testing. Nice post Ben!

      Originally Posted by Matt MacPherson View Post

      Add an audio file that automatically plays. Give away some free tidbits of info in the audio. Of course, make sure it is well scripted and informative.
      I must be misinterpreting this Matt - surely you don't mean an audio track that plays automatically when the page is loaded? I know I'm just reflecting my own opinion, but any page that blares audio at me without my asking for it gets immediately closed, with a mental note made to never visit that site again!

      :confused:

      Bill
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      • Profile picture of the author jacktackett
        I'm with you Bill - I don't like this either and the site gets closed quickly. But I've found that IM'ers don't make that great a potential customer. We get exposed and process (and get jaded to) these marketing actions pretty quickly vs the non-IM crowd; so what doesn't work on us jaded markers probably does work on the others.

        But as we've all said here - hard to knock proof from actual tests and why its important to TEST.

        Again thanks to Ben and the OP for providing some excellent feedback. Posts like these are great and one of the reasons I like to read sites like MarketingSherpa - cold hard facts are hard to argue with.

        best,
        --Jack


        Originally Posted by mywebwork View Post

        Some excellent pointers here, also shows the value of testing. Nice post Ben!



        I must be misinterpreting this Matt - surely you don't mean an audio track that plays automatically when the page is loaded? I know I'm just reflecting my own opinion, but any page that blares audio at me without my asking for it gets immediately closed, with a mental note made to never visit that site again!

        :confused:

        Bill
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      • Profile picture of the author Matt MacPherson
        Originally Posted by mywebwork View Post

        Some excellent pointers here, also shows the value of testing. Nice post Ben!



        I must be misinterpreting this Matt - surely you don't mean an audio track that plays automatically when the page is loaded? I know I'm just reflecting my own opinion, but any page that blares audio at me without my asking for it gets immediately closed, with a mental note made to never visit that site again!

        :confused:

        Bill
        Yeah it surprised me as well. And it's speech audio not music of any kind.
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    • Profile picture of the author KevL
      Originally Posted by Matt MacPherson View Post

      What the heck, I'll disclose a conversion rate "secret" as well. Add an audio file that automatically plays. Give away some free tidbits of info in the audio. Of course, make sure it is well scripted and informative.

      I've tested this a few times in a number of different niche markets (non-IM) and it increases conversion every time (with statistically significant results).

      Matt
      Wow that surprises me also! When I get to a page & audio plays automatically, I generally shut it down - as it makes me jump & annoys the heck out of me!!

      Cheers

      Kev
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  • Profile picture of the author addykho
    I love your Point 1 Thanks for sharing
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  • Profile picture of the author Gary King
    Nice share Ben, thanks.

    Have you tried to do a one time offer or an additional upsell on the download page?

    If you've added value with the audio bonus and they are already customers having just purchased, would be interesting to see what happens if:

    a) you add another bonus on the download page (a surprise bonus)

    b) you add another free bonus for signing up to your list via your download page

    c) you add a one time offer after payment and before the download page

    d) if you do "c" above and they skip the offer, you add the same offer at a higher price on the download page ("I know you passed this up, but it's such a great value, even at this price, I wanted you to have one more chance at it")

    All success,

    Gary
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    • Profile picture of the author BenSalez
      Originally Posted by Gary King View Post

      Nice share Ben, thanks.

      Have you tried to do a one time offer or an additional upsell on the download page?

      If you've added value with the audio bonus and they are already customers having just purchased, would be interesting to see what happens if:

      a) you add another bonus on the download page (a surprise bonus)

      b) you add another free bonus for signing up to your list via your download page

      c) you add a one time offer after payment and before the download page

      d) if you do "c" above and they skip the offer, you add the same offer at a higher price on the download page ("I know you passed this up, but it's such a great value, even at this price, I wanted you to have one more chance at it")

      All success,

      Gary
      Gary,

      A) I offer 4 free bonuses on the sales page, and an audio course as a surprise bonus on the page before the transaction is made.

      B) I am actually not keeping a list in this market as it is a micro micro micro niche and I have not found a way to get repeat business from buyers

      C) and D) Great Idea, I plan on implementing an upsell along these lines after I finish testing a few other updates.

      Thanks for the feedback.

      Ben
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      • Profile picture of the author Gary King
        Originally Posted by BenSalez View Post

        Gary,

        A) I offer 4 free bonuses on the sales page, and an audio course as a surprise bonus on the page before the transaction is made.

        B) I am actually not keeping a list in this market as it is a micro micro micro niche and I have not found a way to get repeat business from buyers

        C) and D) Great Idea, I plan on implementing an upsell along these lines after I finish testing a few other updates.

        Thanks for the feedback.

        Ben
        Ben,

        a) - gotcha - would be too many then IMHO

        b) - understood - sometimes the purchases are spread too far apart

        c/d) - thanks. Let us know, will you?

        Gary
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    • Profile picture of the author Don Schenk
      Originally Posted by Gary King View Post

      a) you add another bonus on the download page (a surprise bonus)

      b) you add another free bonus for signing up to your list via your download page

      c) you add a one time offer after payment and before the download page

      d) if you do "c" above and they skip the offer, you add the same offer at a higher price on the download page ("I know you passed this up, but it's such a great value, even at this price, I wanted you to have one more chance at it")
      Gary
      Gary, if I may, please let me ask the same question I asked of Ben. What are the mechanics of doing this? Are you using a particular script?

      Thanks

      :-Don
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      • Profile picture of the author Gary King
        Originally Posted by Don Schenk View Post

        Gary, if I may, please let me ask the same question I asked of Ben. What are the mechanics of doing this? Are you using a particular script?

        Thanks

        :-Don
        Hi Don, of course you can ask!

        You can do it the "simple" way and just not use a script at all.

        Traffic flow feels like this:

        User adds to cart and pays.

        Return page from payment processor (what people call the "thank you" page or download page) is actually a one time offer page with another purchase button or a No thanks, I'll pass forever button.

        The purchase button links to the payment processor again with the upsell, the I'll pass button links to the download page.

        Your question to Ben is correct - you can simply make an Add to Cart button that links to an upsell page and have it offer "real" add to cart buttons - one for the upsell package and one for the product only.

        If you want a true one time offer, you need some kind of tracking because otherwise the user can simply re-visit the page through their browser history. There are several scripts, including free ones.

        Many of them only track things via a cookie, which can be easily cleared, etc. but hey, how hard to you want to fight to block someone from giving you money? If they are trying to work around passing on your offer the first time, and are serious enough to clear their cookies and try the sales funnel again, I say don't look a gift horse in the mouth and let 'em have it.

        Hope that helps.

        Gary
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  • Profile picture of the author EpicPerformance
    Its amazing how much psychology plays in conversions.

    By surprising your customers with the added bonuses I think you help them confirm that it´s a good offer and logical to proceed.

    People often buy with their hearts but confirm the sale through logic.

    I guess you have added the logic in the bonuses, so well done.

    Have you tried split testing your price? Say $19.70 or $27
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  • Profile picture of the author Don Schenk
    Originally Posted by BenSalez View Post

    Improved Practice: When a visitor clicks "add to cart" they are redirected to another sales page that recaps my 60 day refund policy and re-lists features and benefits of the product. (I suspect if I add some more testimonials to this page my conversion rates will be higher.)


    Improved Practice: I make no mention of the audio course on the landing page. When a customer clicks "add to cart" they are redirected to a final sales page that offers the Ebook AND audio package as a bonus. My aim was to establish value in their mind for the ebook alone, then when they clicked "add to cart" and saw additional bonuses, this would create a greater impulse to buy.

    I also added a Gift Card graphic at the top of the page and used verbiage similar to this:

    "we are offering an incentive to all customers who purchase xxxx ebook before this offer expires. If you see this message on your computer screen you are eligible for a free upgrade to the ebook and audio course. Discount code xxxxxxxxxxxxxx."


    Ben
    Ben, what are the mechanics of doing this? Are you using a script?

    In PayPal, when someone clicks on the "buy button," it takes them to the page I put into the box which says, "Take customers to this URL when they finish checkout." And gives them the payment page.

    If I read things correctly, when someone clicks on your "add to cart" button they are taken to an additional sales page instead. How do you make the PayPal button do this? Do you just use an image of the "button" as a link to the real, upsell page?

    Thanks,

    :-Don
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  • Profile picture of the author Gary King
    FYI, here's a pretty simple looking script that I found with a quick search...

    (no affiliation - but it looks like it would work and is javascript vs getting into heavy programming in php or something)

    Simple One-Time-Offer script -- Ask Michel Komarov
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