Sales Pages Don't Work!

I do wonder sometimes if I’m a little out of step with the rest of the blogging world, but every time I see a “standard format” sales page, I want to run and hide. I guess someone, somewhere, wrote the original formula for these things, called him or herself a guru, shouted about the conversion rate, and then convinced a few other gurus to pass on the teaching.

If you’ve spent any time looking at offers on the internet, then you’ll have seen many of them, all slavishly following these rules, designed to take the reader down the “sales funnel”:

Length

The theory here is that the page should be long and thin, with no distractions. The reader has to scroll slowly through lots and lots of information before finally reaching the price and order button. There are only two ways off the page – exit or order.

Sorry to disappoint you guys, but I just hit the fast scroll and go straight to the price. If it’s out of budget, or seems too much money, I’m gone. However good your product is, if I don’t have $2,497 to spend, I’m not going to invest lots of time reading about how good it could have been for me.

Headline

The headline is designed to grab attention. Usually red, large font and bold, it will often tell you how much money can be made from the product. Someone once decided that exact amounts carry more authenticity, so instead of saying “I made close to $10,000 in my first month using this product!” (Which is what you would say in real life) The headline will scream “I made $9,684 in 27 days……”

This just doesn’t work for me, it just comes across as awkward and probably has the exact opposite effect – false.

Highlights

At key points throughout the sales page, elements will be highlighted in fluorescent green. I imagine this is to get fast scrollers like me to pause en route to the price and at least absorb some information.

I think it just looks tacky.

Testimonials

Around the middle of the page, there will be a few testimonials from people who have used the product with great success. These will be accompanied by a photo, and will often be “signed”

Testimonials are a good thing, but pick them with care and lose the fake signature, it adds nothing.

Free Offers

We know we’re getting near to the price now, as this is the point at which the free stuff is thrown at us. There will be at least 4 free gifts, each with an enormous value, that we’ll receive for becoming a valued customer.

I always assume these freebies are last year’s $47 products. So if I wait until next year?…… But seriously, I’m never going to believe that you’re giving me stuff worth $500 when I’m spending $50. If the freebies are so damn valuable, why not sell them for $500 and just give me the $50 product?

The Guarantee

We now get to the guarantee, which is usually for 30 or 60 days. It will be in a text box and there will be a seal logo in the box, that will say something like “100% satisfaction guaranteed”

I appreciate a money back guarantee, but lose the seal, please. We stopped using those when envelopes were invented.

Price

1/ We’ll be told the price was going to be $97, but the seller will have decided to offer it for just $47. The technique used will be to type $97 and put a line through it.

2/ The price itself always seems to be much higher than I expected

1/ Where did this obsession with 7’s come from? Every price on the internet seems to end in a 7! I’m guessing the theory is that we no longer fall for the $49.99 isn’t really $50, well, sorry, but I don’t fall for the $47 trick either. And what are the crossing’s out all about? Delete key malfunction?

2/ I’m truly shocked at some of the pricing of these products. $5000 dollars for a self learning DVD course? $47 for a 32 page E-book? I can’t help thinking that the sellers are not harnessing the power of the internet. With the numbers we can generate from our readers, we should be able to price much lower, and probably make more profit by dramatically increasing conversions.

Timing and Limited Availability

There’s usually something at this point to call us to action. The most common techniques are to tell us the price will be going up or that there are only limited numbers being offered.

The limited availability thing may work if I’m buying something that consists of a dozen DVD’s and lots of workbooks, or if the seller is going to interact with me during the course. But, I’m sorry, if you’re selling an E product I simply don’t believe that your going to close the door on sales when you reach an arbitrary number. And this whole thing about the price going up once so many have been sold – really? Why? Is there a business logic, or is it simply a means to get me to buy now?

PS’s

There will always be at least two, sometimes three PS’s to remind us of the key points.

This just smacks of salesman with foot in the closing door. “But, but…….”

I would love to see a new convention in sales pages:

• All on one page with no scrolling
• Conversational style with no outlandish claims
• No highlighting – clean simple presentation
• Testimonials with contact details of the people
• Priced at the top of the page, good value for money and no 7s!
• Don’t push me to do it now – just present the benefits and let me make my mind up in my own time

What do you think? Am I out of step with the rest of the blogging world?

If you have time, check out:

1/ Are we really leveraging the power of the internet?

2/ Communicate your way to success as a blogger

3/ I am Web 2.0