Will This Kill My Conversion Rate?

19 replies
Quick question. I'm working on a sales page for my latest product and I've decided to sell it through Sellfy. Well, when I use their buy now button, it takes you to a page where it lists the product with a description and another buy button. (But actually, I'm using another buy now button because it looks better)

What I'm concerned about is people clicking on one buy now button and being taken to another page where they must once again press a buy button just to enter their payment details. This seems like it would cut into my conversions. Does anyone know how this might affect conversion rates?

It just seems logical that you should have as few steps as possible that the customer has to go through. I'm thinking that landing on another page with a buy button might cause some to question whether they really want to do this-it basically gives them another opportunity to back out of the transaction.

What I'm debating on doing is instead of putting a buy button on my site itself, just put some text there that says something like "Access (product) now when you click here". I think that might be better because at least then it's not the same psychologically as clicking two buy buttons in a row.

Thanks for any advice. I originally thought about using Paypal and Amazon file hosting for this, but selling through this service does have certain advantages and makes things alot easier. I'm just hoping it doesn't kill my conversion rate.
#conversion #kill #rate
  • Profile picture of the author SunilTanna
    Why nOt consider explaining on the first page what customers must do, rather than leaving as a test of your prospects' mental agility?

    Of course you should split test to see which variation is best.
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  • Profile picture of the author PBScott
    The more buttons they need to press, and pages they need to load and read through, the more time they have to second guess their decision.

    Conversion rates do definitely cut down the more steps they are forced to go through before making a purchase.

    Not really sure why so many professional e-commerce websites make it so difficult. Ease of purchase should be a huge priority.
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  • Profile picture of the author Kevin Williams
    You could try testing a button that says "Add to Cart" instead. That tends to have the stigma that you'll have to press a 'checkout' button or something similar even after you go there.
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    • Thanks, guys.

      Originally Posted by Kevin Williams View Post

      You could try testing a button that says "Add to Cart" instead. That tends to have the stigma that you'll have to press a 'checkout' button or something similar even after you go there.
      I almost want to do this, except I have no real cart in place. You can only purchase one item at a time. But I think what I'll do is just say something like "To download this product, click here".
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  • Profile picture of the author Isaiah Coe
    It does seem likely that it will kill your conversions or get buyers confused. They may think they half to pay again. I recommend you switch to jvzoo, it's a quick process and the fees are cheap. Also your idea is a good alternate, I use a "Get Instant Access" button for my product site.
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  • Thanks, Isaiah. I decided to go with "You'll Be Directed To A Page Where You Can Purchase". Hopefully that will solve most of the problem.

    I was thinking about JVZoo earlier, and I may end up switching to them later.
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    • Profile picture of the author brentb
      Most of these plug and pay processors are a pain in this way. They take the buyer away from your site, make them click on all sorts of nonsense and fill out unnecessary info. Even like PayPal, who really wants to provide free lead generation to them (ie users without accounts now give their emails to paypal to be followed up with, what a scam but very smart for paypal!).

      If you get a real merchant processor, you can build the payment page exactly how you want and they never leave your site. This is best but its harder to get set up obviously and they have stricter requirements.
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  • Profile picture of the author workoutstuff1
    Why not change your "Buy It Now" button to a "Let Me In!" button.

    That way, the visitors know they are going to another part of the site where they will expect to see a "Buy It Now" button.
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    • Originally Posted by workoutstuff1 View Post

      Why not change your "Buy It Now" button to a "Let Me In!" button.

      That way, the visitors know they are going to another part of the site where they will expect to see a "Buy It Now" button.
      That's an interesting idea too. I may test that out a while after I start driving traffic. Thanks.
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  • Profile picture of the author keyuria
    If you want to use the same platform like Sellfy, you may also try Gumroad although they charge more 25 cents per transaction compared to Sellfy.
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  • Profile picture of the author KenThompson
    How about making a nice graphic that says:

    Click to Verify Order and Purchase or maybe just; Verify Order and Checkout

    It's accurate since the next page gives a description and then the link to buy. And it's short.
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  • Well, by now I've had 3 people click through my link that tells them they'll be able to buy it on the next page. Out of all 3 clicks, not one of those people bought it.

    I'm really baffled by this. There doesn't seem to be anything on the purchase page that could possibly convince people all of a sudden not to buy. I don't understand. It just has the price, a buy now button, and the description. I clearly state the price in the video sales letter, so that's not the issue.

    I wish I could figure out what's causing this because I'm wondering if those would have been sales but people are backing out for some reason.
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    • Profile picture of the author shawnlebrun
      Originally Posted by Long Beach Nathan View Post

      Well, by now I've had 3 people click through my link that tells them they'll be able to buy it on the next page. Out of all 3 clicks, not one of those people bought it.

      I'm really baffled by this. There doesn't seem to be anything on the purchase page that could possibly convince people all of a sudden not to buy. I don't understand. It just has the price, a buy now button, and the description. I clearly state the price in the video sales letter, so that's not the issue.

      I wish I could figure out what's causing this because I'm wondering if those would have been sales but people are backing out for some reason.
      Nathan, I completely get that you're upset that no one is buying... but believe me, your sample size is WAY too small to be upset by something like that.

      I've had days where I had 2,000 to 3,000 people land on a site and not buy.

      but the next day... hundreds did.

      That's the thing about marketing and selling online... you'll drive yourself crazy over analyzing why every single person doesn't buy.

      the fact is, you will have a lot of people who click your link, go to the page where they COULD buy... and then back out and not buy.

      It just happens... it is what it is.

      That's why people in this business aim for getting 4 out of every 100 people to buy... and they can become rich when that happens.

      Worrying about 3 people will only drive you nuts and cause undue worry and stress.

      once you realize that MOST people who visit your site/page WON'T buy... you can move on and just try and get better with your marketing.

      that's one thing you'll always want to keep doing... testing out different things and always trying to get better.

      But take it from me, I've had days where I've wanted to pull my hair out after seeing 3,000 people land on a page and not buy.

      but again, the next few days more than made up for it. and i've been doing this 13 years and have sold millions of dollars of my own products.

      don't drive yourself nuts worrying about 3 people. if you start getting hundreds going to your page and not buying, then you can start thinking something is wrong.

      Just remember... if you get 4 out of 100 to buy... you're doing very well in direct response.
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  • I'm not by any means a newcomer to marketing.

    I know about conversion rates. What I'm talking about is the people who have clicked the buy button underneath the sales letter. They then go to the page where they can buy it and back out. 3 people in a row? That has never happened to me before in all these years!
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  • Alright, I went back and changed some text on the link that goes to the page where my customers can purchase the product.

    Now after I've let some time pass, I can see that people are still clicking that link to go and buy my product; in fact my click through rate is super high-yet people are still for some reason backing out of the transaction.

    At this point the only thing I can think of that may be causing me problems is the fact that when I go to the Paypal page, it says my name for the product. I'm wondering if this is decreasing buying confidence, as in maybe people think they won't get the product because it just says my name there. I want to ask Sellfy if there's any way I can change that, but I don't believe there is.

    Could it be that's the reason everyone is backing out of buying this? If all the customers that have gone through the "Get It Now" link had actually purchased, I would have already made a good amount of money and this is with very little traffic!
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    • Profile picture of the author agmccall
      Originally Posted by Long Beach Nathan View Post

      Alright, I went back and changed some text on the link that goes to the page where my customers can purchase the product.

      Now after I've let some time pass, I can see that people are still clicking that link to go and buy my product; in fact my click through rate is super high-yet people are still for some reason backing out of the transaction.

      At this point the only thing I can think of that may be causing me problems is the fact that when I go to the Paypal page, it says my name for the product. I'm wondering if this is decreasing buying confidence, as in maybe people think they won't get the product because it just says my name there. I want to ask Sellfy if there's any way I can change that, but I don't believe there is.

      Could it be that's the reason everyone is backing out of buying this? If all the customers that have gone through the "Get It Now" link had actually purchased, I would have already made a good amount of money and this is with very little traffic!
      It comes down to trust. If you build trust with a potential customer and they click the "Buy" button and are taken to a site that has not built trust with them they are more likely to leave.

      I have an ecommerce site and the fewer hoops the higher the conversion.

      When a customer clicks buy they want to go to the checkout.

      Al
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      • Profile picture of the author lunarninja
        Yes that would confuse me, Go into steps and explain to this Stranger the steps ...."Start" ........."Proceed" ........"Buy Now" three steps are the way all the big companies doing it.

        All the best,

        Lunar Ninja
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  • Thanks for the responses everyone.

    Lunar Ninja, I should have done that from the start, but I'm just so used to a seamless sales process that I didn't realize it would be necessary. I sell my other products using different systems, and I'm spoiled to their ease of use.

    But I'm thinking now that I might simplify things alot by just using another platform. JVZoo's checkout system looks superb, and I think I'd rather do that then set everything up with hosting my own secure file and all that.

    Anyone who has experience as a vendor on JVZoo, feel free to chime in, because at this point I just want a seamless checkout experience that I don't have to worry about or explain at length. Thanks.
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  • Profile picture of the author iLinkedin
    This ia first time i heard about Sellfy. Going to have a look? Are they good enough to concern.
    Regards,
    Thomas
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