Copywriting Tips to Make Your Order Page Work Harder
So, your prospect is sitting at the computer reading your compelling sales letter. She's convinced she needs your product. So she clicks on the order link, with her credit card next to the mouse. She's taken to the order page.
What she sees next makes her change her mind and click away. Can you prevent bail out at the crucial moment of ordering? You betcha!
1. Check marks the spot.
Add a check box with a big, bold "Yes! I'll take it! I understand I get blah, blah, blah." For extra impact, consider adding a red border around the box so it stands out.
2. Repeat yourself.
Remove all doubt about what the prospect gets for her moolah. List all bonuses and the guarantee (if there is one). Include directions on when and how the product will arrive. Hold her by the hand and take all the mystery out of the order.
3. Be kind. Remind.
We all want to feel like we made a great choice. You already know how cool your product is. Let her know it too. Something as simple as, "You've made a smart decision. Imagine how much your life will improve with this widget."
4. They like you!
They really like you! The order page is a natural place for a stellar testimonial. As my friend Jonathan Mizel (one of the original Internet marketing pioneers) told me, "It's not over until they actually order."
5. Type the easy stuff first.
Psychologically the credit card fields should be at the bottom of the page after the prospect's name and address. Once she starts typing, the sales resistance goes down and the buy in begins.
6. Give 'em options.
Some people are still nervous to reveal their credit card info online. If you don't have alternate methods of ordering like by fax or phone, you could be leaving a lot of money on the table. Reassure your prospect that your security (SSL) has "bullet-proof encryption".
7. Wait! Don't leave!
We all hate pop ups (and many are blocked). But they work. if the prospect clicks away, why not add a pop up box with another offer, like the downloadable version at a cheaper price? After all, she's leaving anyway. What do you have to lose?
If you're not getting the results you want, it's probably your COPY. Award-winning copywriter Lorrie Morgan-Ferrero of Red Hot Copy can help.
Whether you write your copy yourself, pass it off to a staff member, or hire someone to do it, you must understand this vital marketing skill. Lorrie's breaks it down step-by-step so anyone can look like a pro, no matter how tough writing was before. Her next Speed Copywriting Teleseminar Course shows you how.
