I read a great article the other day about simplifying the user experience when trying to sell a product. The basis of the argument is that you should have one or maybe two options for the surfer to choose from - that's it. If you have too many options for the consumer, they'll probably pick none!
So in response, I created a new version of one of my more complicated sales letters for a "how-to" ebook. This particular sales letter had a bunch of pop-up picture examples of the finished product, in addition to links to the book table of contents, in addition to links to the first chapter preview, in addition to the "buy now" links. The pop-up pictures were hugely popular, and just about everybody that came to the page clicked several of them. I thought the table of contents was good informative content that was useful, but I'd never really tested it so I couldn't say that unequivocally.
I removed the links to all pop-ups, removed the links to the table of contents, and left the first chapter and "buy now" buttons. The result? About the same number of people went to the first chapter and checkout pages, but the conversion rates tripled! TRIPLED. Just by simplifying the user experience.
I would have said without a doubt that all the pictures and content helped the user to decide that the purchase was worth it - after all, they could get a powerful visual of what was possible if you follow the instructions given by the book. I was wrong - the pictures did not help someone to purchase, they actually hindered the purchase process by distracting the potential buyer from what was important - the book! Now that's what good marketing testing gives you! And that's why I'm a big fan of it...
TG
--
>> There are only 10 kinds of people in the world - those that know binary and those that don't.
Labels: online marketing