Buy Now button Delay or NOT on Video Sales Letter?

16 replies
Titles explains everything....

For those of you who have split tested, what were your results?

Making the buy button appear at price reveal in the video or having the buy now button there the whole time?
#button #buy #delay #letter #sales #video
  • Profile picture of the author miklanderson2
    I haven't tested this, but I've personally gone to a handful of sites of products I'm already interested in buying because I've read about them elsewhere and have left because I was forced to sit through a long and boring video. If there would have been a way to buy the product right away, I probably would have bought it.
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  • Profile picture of the author ronrule
    If the customer is ready to give you money, take it. Why would you want to make them watch your entire pitch if they're ready to pay you right now?

    This is especially true with affiliate marketing... people TRUST the person who's list they subscribed to. For all you know, that person may have written a two page email explaining your product and the customer was ready to buy it based on that alone. Take their money. You will never get my cash if I have to watch your video.
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  • Profile picture of the author undernew
    Use a delayed buy now button with cookies. If your visitor visits your site again the buy button stays.
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  • Profile picture of the author redeye paradigm
    I hate it when sales pages do this. Just tell me what the product costs at the start so I can weigh that number with the sales pitch being made. Treat the customer with respect and make it easy for them to make an informed decision and I think you will make more sales and get less refunds (depending on quality of the product).

    I understand that is has become an integral part of the sales pitch nowadays and that you want to list all the benefits before telling the great value they are getting:
    You wont pay $497. You wont pay 297. In fact it wont even cost you $97. For today only you can buy XXX product for just $37.

    It is even worse when you sit through an entire sales video and decide to buy the product, but close the tab to see if there the prodcut is available as a cheaper downsell. There's no downsell. Now I have to watch the first 15mins of the sales video again just so I can get the buy now button.

    I feel it is unnecessary for low priced products but it could be useful for higher priced products so long as you keep the end user in mind and don't delay too long.

    Having said that, the popularity of this technique would indicate that it must increase sales in certain circumstances. So if you have enough traffic split test it.
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    • Profile picture of the author MisterY
      Originally Posted by redeye paradigm View Post

      I hate it when sales pages do this. Just tell me what the product costs at the start so I can weigh that number with the sales pitch being made.
      Yeah, I completely agree. Yesterday I clicked on an ad at the head of this forum and had to sit right through a 45 minute or more sales video before I even got to the buy button.

      Actually I don't know, exactly, how long it was because I fell asleep part way through...
      ...and when I woke up the buy button still wasn't there!

      Yuk. I don't believe this strategy works. It just upsets people.
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      • Profile picture of the author WillR
        Originally Posted by MisterY View Post

        Yesterday I clicked on an ad at the head of this forum and had to sit right through a 45 minute or more sales video before I even got to the buy button.
        So the delayed buy button did it's intended job then, right? To get you to watch the presentation. Had the buy button been there from the start you probably would have closed the page and watched very little of the presentation.

        It doesn't matter what we like or what we think is right. That's the worst way to make decisions as a marketer. The only opinion that counts is those of your customers and they will vote with their wallets.

        Test both and see. What works in one market won't necessarily work in another.
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        • Profile picture of the author ronrule
          Originally Posted by WillR View Post

          Test both and see. What works in one market won't necessarily work in another.
          Normally this is what I tell people to do myself, but when you're having affiliates promote, your split test results aren't always what they seem.

          Here's an example...

          Say you're doing a simple A/B test on the page.

          Affiliate A takes your swipe copy, which is basically designed to wet their appetite, get them to click through, and let your VSL close the deal. He sends 1,000 clicks.

          Affiliate B ignores your swipe copy, writes his own long form letter in the email, which essentially pre-sells the product. The customer "gets it" and has made their purchase decision before they hit the link in his email. He ALSO sends 1,000 clicks, but THESE 1,000 clicks are pretty much ready to buy right now.

          When the visitor lands on your page, you don't know whether they were 'pre sold' or not.

          So really, your split test results are meaningless, because one group of customers NEEDED to see your video to understand what the product was. The other group didn't, and was ready to buy it.

          If you made a decision based on a split test, regardless of which way it was, you still don't really know if your split test had anything to do with the results.
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          • Profile picture of the author JohnMcCabe
            While I'm not a fan of the practice as a consumer, I understand why people do it. Personally, I've learned that people who do it are setting me up for a sticker shock in spite of their best efforts to make the product seem like a bargain. So when I sense this is what is happening, I just leave.

            So why do it then?

            Because if it something I might be interested in, I will listen to at least part of the pitch. I might not be there at the tip, but I'll listen to the set up.

            If I see a price that's outside my comfort zone for this product, I won't even start watching.
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  • Profile picture of the author kencalhn
    pisses me off, i click away

    i a) use internetdownloadmanager.com to grab/download to grab any video i want to keep

    b) i almost never buy anything online from anyone anymore, eg from sales pages since most are bs and i know it all anyways (sike, truth lol). it's been years since I've bought anything from anyone on a salesletter, I'm too busy selling and creating my own

    c) if I have a burning desire to see the pitch, I Ctrl-U in firefox to see page source and cut/paste the embedded offer page link (usually so I can see it to ctrl-f save page for later study)


    p.s. though I'm a master of creating VSLs, for 14+ years now, I Never watch a pitch video, I grab them for download, skim through later. i run 70+ sites and am too busy creating/selling to watch stuff like a newb would.

    you guys be extremely skeptical about everything, don't buy much other than books from good guys on amazon, watch good youtube videos, never buy a $2k Anything, that's insane. STUDY the PROCESSES that master pitchmen use, get on their email lists, read the threads here. Like they say in jersey, what are you, new? lol
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  • Who ever said delay is what you should is not telling the truth and who ever says instant button is not telling the truth the truth is both have worked depending on the copy and to find out ask those with the credit cards now us speculating here so split test it.
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    soon people... Relax...
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  • Profile picture of the author John Pagulayan
    I'm guessing the comments above are for the IM market. Because in REAL niches, they don't encounter sales videos that often and they do in fact listen especially if you're audience is targeted. And they could care less if the buy button appears at the end or at the middle.

    I mean no offense to those comments above which is certainly worth thinking about if your market is in the IM world but the Problem with us marketers is that we always connect it to what we see and experience when truth is, our target customer's in other niches don't get exposed to these things... not even half as much as we do.

    We might be overthinking this a bit.
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    • Profile picture of the author charliemwallace
      You have a point here John, I am not in the IM niche and only know of 1 other person in my niche who releases products in the format I am using (Basically Jeff Walkers PLF). I am having epic conversion rates with the delayed button. I have a 10 min sales video and the price, testimonials & extra copy only turns up at price reveal 8 min into the video.

      People aren't used to sales videos in the way I have done it in my niche as well, so I think there are lots of little things I have going for me as well.

      The main message from everyone here so far is TEST and I completely agree.

      I come up with reasons in my mind as to why this works better or that works better once the results are in, but really, it seems there is no rhyme of reason. Interesting and weird haha

      Originally Posted by John Pagulayan View Post

      I'm guessing the comments above are for the IM market. Because in REAL niches, they don't encounter sales videos that often and they do in fact listen especially if you're audience is targeted. And they could care less if the buy button appears at the end or at the middle.

      I mean no offense to those comments above which is certainly worth thinking about if your market is in the IM world but the Problem with us marketers is that we always connect it to what we see and experience when truth is, our target customer's in other niches don't get exposed to these things... not even half as much as we do.

      We might be overthinking this a bit.
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    • Profile picture of the author ronrule
      Originally Posted by John Pagulayan View Post

      I'm guessing the comments above are for the IM market. Because in REAL niches, they don't encounter sales videos that often and they do in fact listen especially if you're audience is targeted. And they could care less if the buy button appears at the end or at the middle.

      I mean no offense to those comments above which is certainly worth thinking about if your market is in the IM world but the Problem with us marketers is that we always connect it to what we see and experience when truth is, our target customer's in other niches don't get exposed to these things... not even half as much as we do.

      We might be overthinking this a bit.
      There's no such thing as over thinking it, the problem here is that our answer as to our own behavior are worthless. I think the OP's question was about what our RESULTS have been more than whether WE like the practice or not.

      I get roughly 1,000 orders daily for products I would never buy, advertised on TV commercials that fail to make me interested in the product. I would also never split a $40 purchase into "two easy payments of $19.95" - but those tactics work great with their intended audience. It's not about what works on me as the marketer, it's about what works on the customer who's actually a candidate for that product.

      In my space, you take their money quickly - solve a problem they didn't know they had by enticing them with a demonstrable product, get the sale, upsell them other stuff. You don't want to show them a buy button. But if you're in a space where you need to ease someone into it, maybe the delay works better for you - that's never been my experience, but others may be able to show one converted better than the other after multiple tests. If so, go with what works best.
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  • Profile picture of the author nicheblogger75
    I can only speak from my own personal experience but I never buy products that me make sit through a long video before the price tag appears. I always end up getting frustrated and leaving a minute or two into the video. I think the button should be there from the start because if you have a good sales video customers will buy at different times during the video.

    For instance, maybe a customer likes the first few things you have to say and wants the product but when there is no buy button there they leave because they think it's an error on your site or maybe they just have other things to do so they click away and you lose that sale.

    Also, some may look at that practice as being deceptive. They may be wondering why you won't tell them how much it costs. That thinking may lead them to believe that there is no price there because the cost is astronomical. Again, they click away and you have lost another sale.

    It's just my opinion, but I think having delayed payment buttons is just a bad business practice.
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  • Profile picture of the author algreg
    I can't stand the delayed button. The first thing I want to know is the price. Especially if I clicked from an email that didn't tell me the price but only gave me some bullet points.

    The problem with VSLs is that you typically can't fast forward. Most people want to skim the copy, check to see what they get, and the price. That's all they want to know.
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    • Profile picture of the author Franck Silvestre
      When I want to fast forward a VSL, I just watch it on my mobile phone.

      Franck

      Originally Posted by algreg View Post

      The problem with VSLs is that you typically can't fast forward.
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