How To Create A Product That Sells Part Four
This is the fourth and final installment in creating and making money from your own information product.
Previous articles can be found here:
This article will focus on an aspect of marketing and selling that is not overlooked, but is poorly executed: Your Web Design or Theme.
I will tackle one of the most common myths that overwhelms people regarding exactly how many pages you need on your website to sell a product (hint: it’s a lot fewer than you think).
Is Your Web Design Important To Selling?
Very emphatically YES!
Recent research showed that poor web design can trigger “mistrust” in visitors. Nothing to do with your content or even the quality of information you have, but the actual look of your website.
The research was conducted by Elizabeth Sillence and her team. They reviewed feedback from people regarding websites about hypertension.
She asked people to record whether they trusted or distrusted a website and why.
A whopping 94% cited design problems for the reasons they distrusted a website.
What Is The Goal Of Your Website?
If you get the purpose of your website clear, then all your design worries and cluttered layouts should be erased.
Think of your sales funnel – and the website is the start of that funnel where you turn visitor into customer.
Let’s be honest. The goal of most websites is to make money. So you either want to sell your product/service or get people to sign up to your email list so you can build a relationship with them.
If those are your two main goals, why are there 20 other things in your sidebar?
A good starting point is this article and video from the Entrepreneurs-Journey.com archives – Can Your Blog Explain Its Purpose In One Second?. Once you have read and watched that, read on…
More Choices = Less Action
Savvy marketers will know the famous jam study. The study presented shoppers with a small selection of jams versus a larger selection. Here is a recap of the study and results:
In a California gourmet market, Professor Iyengar and her research assistants set up a booth of samples of Wilkin & Sons jams. Every few hours, they switched from offering a selection of 24 jams to a group of six jams. On average, customers tasted two jams, regardless of the size of the assortment, and each one received a coupon good for $1 off one Wilkin & Sons jam.
Here’s the interesting part. Sixty percent of customers were drawn to the large assortment, while only 40% stopped by the small one. But 30% of the people who had sampled from the small assortment decided to buy jam, while only 3% of those confronted with the two dozen jams purchased a jar.
That study “raised the hypothesis that the presence of choice might be appealing as a theory,” Professor Iyengar said last year, “but in reality, people might find more and more choice to actually be debilitating.”
Read more here about the jam study here.
If Your Website Sells Stuff This Is How Your Layout Should Be
Keep your sidebar simple.
- Opt-in form at the top.
- Some key content pages or Pillar Articles.
- And then your most popular posts.
Simple, clean and uncluttered. Increasing the chance of someone entering your sales funnel and actually buying something.
7 Pages You Need To Make Money
Lots of people get overwhelmed when it comes to thinking about setting up a website to sell stuff. So we are going to clarify the essential pages you need to sell stuff online.
No magic here. You will see these same pages used in all the guru product launches. Let’s begin.
1. Feeder Page(s)
This is the start of your sales funnel. The page that gets traffic to your website. If you are doing SEO this can be more than one page – it can be every content page on your blog. It could even be a Twitter or Facebook page. Usually this will be the homepage of a blog.
The homepage of Entrepreneurs-Journey.com is a good example of this.
2. Opt-In Page
As previously mentioned this doesn’t even have to be separate page. It can be in the sidebar or at the end of posts, or in a pop-up or header box. Usually you will use some “opt-in bait” to get people to sign up.
[A very good sidebar opt-in with an image illustrating the “opt-in bait” and email submission box above the fold]
3. Value Page(s)
This is where you deliver your “opt-in bait” to people who have signed up. There can be a few of these pages like in a product launch and they can deliver video, audio or a written report as the incentive.
Your sales page. This will have your killer copy written on it. See my copywriting series for help in this area.
Some sort of checkout page. If you are using PayPal or Clickbank this may not even be on your website.
Below you can see a Clickbank checkout page. At this stage in the transaction, the last thing you want is the customer to abandon the sales process because of a dodgy looking checkout page.
With Clickbank you get a professional looking page with a customizable header, virtual picture of the product and security with all the professional looking symbols (top right). All this adds up to reassurance for the buyer that their purchase is safe and the product they are buying is legitimate.
[Check Out Page By Clickbank]
6. Upsell or Downsell Page
An opportunity to make more money with a simple page offering complimentary items.
[Upsell Page: While customers are in “buying mode” you may as well ask them to buy something else. Make sure it’s relevant or related to the initial purchase]
7. Thank You
And this is self-explanatory. After the purchase thank people for their purchase. And also reiterate what they should expect next related to receiving their product e.g. “It will be delivered shortly to your email” or “You will receive it in the mail in 7-10 days”.
[Don’t forget a thank you page. It’s the least you can do when someone has handed over their hard earned cash to you]
Hopefully when you see it broken down like this you realize that having a money making website is not that hard to set up. What I have shown you is simplified but that is really all you need and that is how many of the multi-million dollar products are sold online.