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Higher converting WSOs

by Dwight Anthony
31 replies
I'll keep this short, but there is a fundamental difference between a sales letter jumbled up with text and usually in html format vs. a sales letter with quality graphics and calls to action in a picture file format (jpeg e.t.c). At least, that's been my experience - i usually go for the ones with better graphics, calls to action e.t.c. because i'll usually purchase these types because of the higher perceived value in the product.

So, if you've got a wso coming up, you may want to get the most graphically and enticing sales page done to boost sales. My question is:
is there software or similar that creates picture, sales pages (photoshop)?

I've also seen warriors for hire offer these services.
#converting #higher #wsos
  • Profile picture of the author Rob Howard
    Dwight, this is such a fallacy.

    Pretty doesn't necessarily mean conversions.

    I've done a sh** ton of WSO's and ALL of my WSO's contain only text and perhaps a few pictures.

    They are easy to read, and have flow to them.

    I wrote sales copy for 5 wso's this month.

    One sold 1600 copies.

    Next sold 1200.

    Next 2 sold 600+

    Today's wso is going to hit 400 to 600, today, and probably go on to do another 400 or 500 sales.

    Sales copy is about the ability to draw in a reader. If graphics help, then by all means. But I've seen some of the worst sales pages, "pretty" wise and yet they end up making the owner 10,000's of bucks.

    Also, there are WAY more factors than just the sales copy.

    - Targeted presold traffic is HUGE.
    - The offer itself. It's a garbage product with a bad hook, it isn't going to do well regardless.
    - The offer targeted to the place of advertisement. If someone tried to sell a weight loss guide here at the forum, well...best of luck. I don't care how pretty or how great the copy is, you'll pretty much have dismal sales.

    While you like pretty pages, you are also just one person. What you like may not be what 80% other people like.

    This is a VERY important thing to realize    . You are not your complete market. You may be in your market, but your biases, history, etc. can cloud your judgement when it comes to what converts and what doesn't.

    I've had a lot of people tell me they HATE long form sales letters. But oddly enough, they work and continue to work, regardless of what people say.

    What they say and what they do can be two completely different things.

    Rob
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    • Profile picture of the author WilliamBlah
      Originally Posted by ccmusicman View Post

      Pretty doesn't necessarily mean conversions.

      I've done a sh** ton of WSO's and ALL of my WSO's contain only text and perhaps a few pictures.
      I've only ever eaten burgers from Burger King, but they are way nicer than burgers from MacDonalds...

      Regards
      Will
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      • Profile picture of the author Raydal
        Originally Posted by WilliamBlah View Post

        I've only ever eaten burgers from Burger King, but they are way nicer than burgers from MacDonalds...

        Regards
        Will
        I think he was saying that Burger King burgers were great, not that
        they were better than MacDonald's.

        -Ray Edwards
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        • Profile picture of the author WilliamBlah
          Originally Posted by Raydal View Post

          I think he was saying that Burger King burgers were great, not that
          they were better than MacDonald's.

          -Ray Edwards
          I stand corrected. I should give advice from my brain, rather than my rumbling stomach!

          Although the point I was actually trying to make, was that I don't believe the OP never intended to say that sales copy wasn't one of the only factors to good conversions. Whether you have a terrible product, or whether you get thousands of pre-sold visitors doesn't affect the point in question that well-made graphics improve conversions.

          You cannot refute this point by saying "I have tried something else and it works well" and you cannot refute this point by saying "Other factors alter conversions also".

          This wasn't supposed to turn into a take-your-argument-apart-bit-by-bit post, but I guess I'm spurred on whenever someone starts a post with a sentence containing "fallacy"!

          Regards
          Will
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      • Profile picture of the author Rob Howard
        Originally Posted by WilliamBlah View Post

        I've only ever eaten burgers from Burger King, but they are way nicer than burgers from MacDonalds...

        Regards
        Will
        This is true - but considering that split testing two different types of sales copy on a WSO is basically impossible (scratch that - difficult) without some sort of programming, and running 2 wsos, each with a different type of sales is worthless for conversion data. Each offer would convert differently anyway.

        ...my point is that pretty isn't as important as other factors.
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        • Profile picture of the author Raydal
          Originally Posted by ccmusicman View Post

          This is true - but considering that split testing two different types of sales copy on a WSO is basically impossible (scratch that - difficult) without some sort of programming, and running 2 wsos, each with a different type of sales is worthless for conversion data. Each offer would convert differently anyway.

          ...my point is that pretty doesn't necessarily convert better.
          Rob, I was trying to be your lawyer but now you've place yourself
          in trouble. I read through your post and you never used a COMPARATIVE
          word until now--"better".

          Your post said that you got great results without fancy graphics
          and not that the results were better. Well now you said it and
          we've lost the case.

          -Ray Edwards
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          The most powerful and concentrated copywriting training online today bar none! Autoresponder Writing Email SECRETS
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          • Profile picture of the author Rob Howard
            Originally Posted by Raydal View Post

            Rob, I was trying to be your lawyer but now you've place yourself
            in trouble. I read through your post and you never used a COMPARATIVE
            word until now--"better".

            Your post said that you got great results without fancy graphics
            and not that the results were better. Well now you said it and
            we've lost the case.

            -Ray Edwards
            Dammit. You think the judge would allow me to strike that from the record?

            Rob
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        • Profile picture of the author WilliamBlah
          Originally Posted by ccmusicman View Post

          This is true - but considering that split testing two different types of sales copy on a WSO is basically impossible (scratch that - difficult) without some sort of programming, and running 2 wsos, each with a different type of sales is worthless for conversion data. Each offer would convert differently anyway.

          ...my point is that pretty doesn't necessarily convert better.
          Run WSO. At x number of views, edit the page. Bump. Wait until 2x views. Compare!

          Do you not think that a pretty sales page gives the impression of quality and pride in ones work that would suggest a higher quality WSO?

          I would have presumed that people would feel in "safer hands" when they see a well-designed graphic.

          One of the first things to trigger warning signs for me is:
          -spelling errors
          -broken links
          -poor design

          If someone has clearly invested time and/or money into a sales page, well proof-read and with graphics that clearly took either a lot of time or a chunk of money, then I feel that they care more. It also is a point for the longevity being offered. The here today/gone tomorrow types would never invest that much in a release.

          Regards
          Will
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          • Profile picture of the author Rob Howard
            Originally Posted by WilliamBlah View Post

            Run WSO. At x number of views, edit the page. Bump. Wait until 2x views. Compare!
            Sorry, but that doesn't work that way either. Sales conversion tend to go down after initial launch regardless. Add in the fact that you have a multitude of different affiliates promoting each day, the way you get accurate data is doing a side by side comparison.

            Otherwise, too many factors get mixed in and you get poor data.

            Originally Posted by WilliamBlah View Post

            I would have presumed that people would feel in "safer hands" when they see a well-designed graphic.
            Presuming things about your market isn't smart. As I said earlier, what people say and what they do are two different things.

            I operate heavily in the WSO forum area - I see WSO's come and go daily, and I have lots of partners who have indeed used what you are talking about.

            The launch sequence goes as follows, regardless of sales copy style:

            1. Day 1 - SUPER high conversion rates, lots of activity, biggest and best affiliates mailing.
            2. Day 2-3 Conversion rates drop slightly as other affiliates with poorer traffic get on board. Sales decrease slightly.
            3. Day 4-7 bump WSO a few times, sales drop off.

            After day 8, sales are a trickle and conversion rates are now about 1/2 of when it was started. This is regardless of sales letter type.

            The most important factors regarding # of products sold:

            1. Quality of product/offering. A good offer will attract more attention from good affiliates and customers.

            2. Just as important is the sales copy readability and the copy itself.

            3. How well affiliates presell the offer. Including bonuses.

            Rob
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            • Profile picture of the author WilliamBlah
              Originally Posted by ccmusicman View Post

              Presuming things about your market isn't smart. As I said earlier, what people say and what they do are two different things.
              It wasn't a presumption on which I was intending to base any advice - I probably should have said: "One would tend to presume.... do you not feel that this is the case?"

              You are certainly more experienced than I am, and I play the devil's advocate for a lot, but I still don't deny that there are other things that factor heavily in affecting conversion rates - so we are on the same page for the most part!

              Regards
              Will
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              • Profile picture of the author Rob Howard
                Originally Posted by WilliamBlah View Post

                It wasn't a presumption on which I was intending to base any advice - I probably should have said: "One would tend to presume.... do you not feel that this is the case?"
                Oh you would think. It makes sense, right? I mean, if someone has put that much care into it, people would be more inclined to buy.

                But we humans are not a rational, logical species. For the good or bad, idk.

                Rob
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      • Profile picture of the author buckeyes09
        Originally Posted by WilliamBlah View Post

        I've only ever eaten burgers from Burger King, but they are way nicer than burgers from MacDonalds...

        Regards
        Will
        Nice. Formal logic for the win.
        Signature

        Christian

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    • Profile picture of the author WillR
      Originally Posted by ccmusicman View Post

      This is true - but considering that split testing two different types of sales copy on a WSO is basically impossible (scratch that - difficult) without some sort of programming, and running 2 wsos, each with a different type of sales is worthless for conversion data. Each offer would convert differently anyway.

      ...my point is that pretty isn't as important as other factors.
      Originally Posted by ccmusicman View Post

      Dwight, this is such a fallacy.

      Pretty doesn't necessarily mean conversions.

      I've done a sh** ton of WSO's and ALL of my WSO's contain only text and perhaps a few pictures.

      They are easy to read, and have flow to them.

      I wrote sales copy for 5 wso's this month.

      One sold 1600 copies.

      Next sold 1200.

      Next 2 sold 600+

      Today's wso is going to hit 400 to 600, today, and probably go on to do another 400 or 500 sales.

      Sales copy is about the ability to draw in a reader. If graphics help, then by all means. But I've seen some of the worst sales pages, "pretty" wise and yet they end up making the owner 10,000's of bucks.

      Also, there are WAY more factors than just the sales copy.

      - Targeted presold traffic is HUGE.
      - The offer itself. It's a garbage product with a bad hook, it isn't going to do well regardless.
      - The offer targeted to the place of advertisement. If someone tried to sell a weight loss guide here at the forum, well...best of luck. I don't care how pretty or how great the copy is, you'll pretty much have dismal sales.

      While you like pretty pages, you are also just one person. What you like may not be what 80% other people like.

      This is a VERY important thing to realize      . You are not your complete market. You may be in your market, but your biases, history, etc. can cloud your judgement when it comes to what converts and what doesn't.
      Rob,

      As you yourself admitted above, it is very hard, near impossible, to split test a WSO sales page effectively. For that reason your numbers above don't mean much. You are telling people not to assume things based on their own likes and wants yet you are assuming things based on your own results.

      Yes, your WSO might have sold those numbers you listed above... BUT does that not mean those numbers could not have been even bigger had you used a nice graphics based sales page?

      How about if I were to say I sold over 4,000 copies with a purely graphics based WSO salespage... wouldn't that then blow your argument out the window?

      Just sayin...
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      • Profile picture of the author WilliamBlah
        Originally Posted by WillR View Post

        How about if I were to say I sold over 4,000 copies with a purely graphics based WSO salespage... wouldn't that then blow your argument out the window?
        Nope. You can't compare two different products from two different people.

        I'm pretty sure most of us are mostly wrong about most things.

        Oh, well.

        Regards
        Will
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        • Profile picture of the author WillR
          Originally Posted by WilliamBlah View Post

          Nope. You can't compare two different products from two different people.
          That was my point exactly. His or my numbers mean nothing to the next person.

          Originally Posted by ccmusicman View Post

          The fallacy is that huge graphical sales letters ALWAYS increase sales. I disagree. I think other factors are way more important to selling than whether it is text only or extremely pretty.
          I agree with that and that's what I was trying to get across in my post above.

          Originally Posted by bt View Post

          I agree Rob, sales graphics are not the deciding factor for me personally when It comes to purchasing a WSO. When purchasing a WSO I am looking for something that really works, graphics have nothing to do with It for me.
          You can say that as much as you like but the truth is the quality of graphics is often one of those subliminal things you will pick up on and take note of without even realizing it. You may not acknowledge it yourself but it doesn't mean you are not using that information in some way to gauge the value and credibility of that offer. We judge everything on face value nowadays. I bet if you walked into a room and there were two girls, both with exactly the same personalities, when asked you would say the more attractive girl was nicer. When asked you would then go on to say that her looks had nothing to do with your judgement but deep down they did.

          This is exactly the same thing. Something that looks neat and professional is almost always going to appear more valuable than something that is not. It's true in both the offline and online world.
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          • Profile picture of the author bt
            Like I said before WillR, pictures mean nothing to me In a WSO. What I am looking for In a WSO is value, something I can put to use and benefit from. I am not looking for Entertainment, I am looking for valuable content. But that's just me. I'm sure some people probably like the graphics.
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            • Profile picture of the author Daniel Evans
              Graphics can make a good product better.

              They cannot make a bad product good.

              This applies from everything from digital reports to tin of beans.

              Yup tins of beans.


              Daniel
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        • Profile picture of the author D_Incredible_Hulk
          Originally Posted by WilliamBlah View Post

          ....I'm pretty sure most of us are mostly wrong about most things....

          I have no arguments with that :rolleyes:
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      • Profile picture of the author Rob Howard
        Originally Posted by WillR View Post


        How about if I were to say I sold over 4,000 copies with a purely graphics based WSO salespage... wouldn't that then blow your argument out the window?

        Just sayin...
        Not really. A number of factors need to be assessed - how many affiliates did you have? That alone can drive up numbers.

        My whole point is that a number of factors contribute to sales - and that a graphical sales letter may or may not enhance those sales. It may make it worse if done incorrectly, as it can distract from the sales message.

        The fallacy is that huge graphical sales letters ALWAYS increase sales. I disagree. I think other factors are way more important to selling than whether it is text only or extremely pretty.

        Rob
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        • Profile picture of the author WilliamBlah
          Originally Posted by ccmusicman View Post

          The fallacy is that huge graphical sales letters ALWAYS increase sales. I disagree. I think other factors are way more important to selling than whether it is text only or extremely pretty.
          If you disagree with the statement "huge graphical sales letters always increase sales", then you are arguing the case that huge graphical sales letters DO NOT always increase sales.

          You haven't made any attempt, however, to put forward any argument to suggest this.

          You seem to be arguing against either "graphic sales pages are the best way to increase sales" or "graphic sales pages are the only way to increase sales".

          What you are saying is certainly valid, but it simply doesn't answer the actual point being debated.

          Originally Posted by Thrasher66099 View Post

          I liken this to the guy who can never get a girl to date him asking a girl what he should do. Don't ever ask her. She doesn't know. If you want to find out how to pick up women you have to ask someone who has experience in it.
          I don't think anyone is disagreeing with this point!

          Regards
          Will
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          • Profile picture of the author Rob Howard
            Originally Posted by WilliamBlah View Post

            If you disagree with the statement "huge graphical sales letters always increase sales", then you are arguing the case that huge graphical sales letters DO NOT always increase sales.

            You haven't made any attempt, however, to put forward any argument to suggest this.
            No, I agree. Graphical sales pages could increase sales too.

            They could increase, decrease, or have no difference.

            The only way to really know is split test - and it's difficult to do with WSO's.

            I feel like I'm talking in circles? lol

            Or maybe I'm not making myself clear?


            Anyway - for my own stuff, I've found my sales copy system that works extremely well, and to spend more time tweaking it will just waste resources. It works, it's actionable, it doesn't take any more time for me to do.

            Instead, I'm working on other areas to increase sales. After I do that, perhaps I'll return to this to see, but at this point, I have other areas of my business which needs optimization.

            Rob
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            • Profile picture of the author WilliamBlah
              Originally Posted by ccmusicman View Post

              No, I agree. Graphical sales pages could increase sales too.

              They could increase, decrease, or have no difference.

              The only way to really know is split test - and it's difficult to do with WSO's.

              I feel like I'm talking in circles? lol

              Or maybe I'm not making myself clear?
              It came across like you were at least a little against the idea that graphic sales pages would increase sales, so I was hoping to understand why you thought that, seeing as you have more experience than I do!

              Cheers
              Will
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    • Profile picture of the author bt
      Originally Posted by ccmusicman View Post

      Dwight, this is such a fallacy.

      Pretty doesn't necessarily mean conversions.

      I've done a sh** ton of WSO's and ALL of my WSO's contain only text and perhaps a few pictures.

      They are easy to read, and have flow to them.

      I wrote sales copy for 5 wso's this month.

      One sold 1600 copies.

      Next sold 1200.

      Next 2 sold 600+

      Today's wso is going to hit 400 to 600, today, and probably go on to do another 400 or 500 sales.

      Sales copy is about the ability to draw in a reader. If graphics help, then by all means. But I've seen some of the worst sales pages, "pretty" wise and yet they end up making the owner 10,000's of bucks.

      Also, there are WAY more factors than just the sales copy.

      - Targeted presold traffic is HUGE.
      - The offer itself. It's a garbage product with a bad hook, it isn't going to do well regardless.
      - The offer targeted to the place of advertisement. If someone tried to sell a weight loss guide here at the forum, well...best of luck. I don't care how pretty or how great the copy is, you'll pretty much have dismal sales.

      While you like pretty pages, you are also just one person. What you like may not be what 80% other people like.

      This is a VERY important thing to realize. You are not your complete market. You may be in your market, but your biases, history, etc. can cloud your judgement when it comes to what converts and what doesn't.

      I've had a lot of people tell me they HATE long form sales letters. But oddly enough, they work and continue to work, regardless of what people say.

      What they say and what they do can be two completely different things.

      Rob
      I agree Rob, sales graphics are not the deciding factor for me personally when It comes to purchasing a WSO. When purchasing a WSO I am looking for something that really works, graphics have nothing to do with It for me.
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    • Profile picture of the author Thrasher66099
      Originally Posted by ccmusicman View Post

      Dwight, this is such a fallacy.

      Pretty doesn't necessarily mean conversions.

      I've done a sh** ton of WSO's and ALL of my WSO's contain only text and perhaps a few pictures.

      They are easy to read, and have flow to them.

      I wrote sales copy for 5 wso's this month.

      One sold 1600 copies.

      Next sold 1200.

      Next 2 sold 600+

      Today's wso is going to hit 400 to 600, today, and probably go on to do another 400 or 500 sales.

      Sales copy is about the ability to draw in a reader. If graphics help, then by all means. But I've seen some of the worst sales pages, "pretty" wise and yet they end up making the owner 10,000's of bucks.

      Also, there are WAY more factors than just the sales copy.

      - Targeted presold traffic is HUGE.
      - The offer itself. It's a garbage product with a bad hook, it isn't going to do well regardless.
      - The offer targeted to the place of advertisement. If someone tried to sell a weight loss guide here at the forum, well...best of luck. I don't care how pretty or how great the copy is, you'll pretty much have dismal sales.

      While you like pretty pages, you are also just one person. What you like may not be what 80% other people like.

      This is a VERY important thing to realize      . You are not your complete market. You may be in your market, but your biases, history, etc. can cloud your judgement when it comes to what converts and what doesn't.

      I've had a lot of people tell me they HATE long form sales letters. But oddly enough, they work and continue to work, regardless of what people say.

      What they say and what they do can be two completely different things.

      Rob

      I liken this to the guy who can never get a girl to date him asking a girl what he should do. Don't ever ask her. She doesn't know. If you want to find out how to pick up women you have to ask someone who has experience in it.

      Let's say you're fighting a war against nazis. Would you ask the Nazis how to beat them or an army that has beaten them before or is possibly currently beating them? I rest my case.
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  • Profile picture of the author tpw
    The ScreenGrab FireFox Add-on is very helpful.

    Build it in a regular web page, then ScreenGrab it and turn it into an image for posting in your wso.
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    Publish Coloring Books for Profit (WSOTD 7-30-2015)
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    • Profile picture of the author Raydal
      Originally Posted by tpw View Post

      The ScreenGrab FireFox Add-on is very helpful.

      Build it in a regular web page, then ScreenGrab it and turn it into an image for posting in your wso.
      Thanks! Never knew about this Add-on. I always used SnagIt software.
      Now i have another option.

      -Ray Edwards
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      The most powerful and concentrated copywriting training online today bar none! Autoresponder Writing Email SECRETS
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  • Profile picture of the author samuraig
    Try looking at the WSOs that convert and see what they're doing before buying any graphics. I'm sure some of the graphics in WSOs help them convert some, but mostly the sales copy and headline is the reason why anyone buys the product.

    Study some WSO headlines to see which ones received the most views and tie it into your headline. Then look to see which ones have the most comments and see what they're saying, whether people were saying they're ready to buy or if they wanted more information in the comments.

    That way, you'll know what to include in your copy.
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  • Profile picture of the author Simon Ashari
    I personally love sales pages with pure text (provided the text is actually good reading).

    But that's just me.
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  • Profile picture of the author Burton Lancaster
    I think the key to using graphics to increase conversions is using them where they count in a strategic manor.

    Using graphics for just graphics sake can be bad design ... However using graphics to call attention to an an important bit of content for example could be quite beneficial.

    I try to keep the intended purpose in mind and steer clear from graphics if there is not clear purpose for them.
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  • Profile picture of the author Suraj Muralee
    Its pretty easy guys.

    Use Adobe Photoshop Elements, even a 15 year old can do it. I really like the software where as CS5 is a bit not for me.

    Again, sorry for my English.

    Suraj.
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  • Profile picture of the author dreamer90
    what would be considered a wso? Im new here..
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