Increase Online Sales
One important element to test when optimizing for conversion rate is your offer.
It’s the skeleton of your conversion action. The reason people are buying, and if you don’t have a solid foundation to hang all the other page elements on like scarcity, guarantee, price slashes, etc. which are all just gimmicks then your offer can’t stand up.
There is a science to it, or rather a structure that has been consistent since the beginning of marketing all the way back to Aristotle’s 4 Point Persuasion System, which is the earliest know frame work for which the AIDA marketing/selling model came from, which works well for increasing your conversion rates.
But we rarely look at just the offer in this way, and apply the AIDA, Attention – Interest – Desire – Action model to the offer itself.
To start your offer needs to begin with the problem. Many marketers actually start in reverse with the solution in order to gain attention. This may have worked 5 or 10 years ago, when there was less marketing noise in competition for our attention. Today starting with the solution is counter intuitive to the way people’s brains are wired. The lizard brain notices danger not solutions. Danger or the “problem” your offer solves speaks right to the part of the brain that is most closely connected with my individual needs. Remember the marking acronym WIIFM – What’s In It For Me.
Again continuing with the jaded consumer mentality that exists today, the next thing you want to do to build your huh converting offer is to back up the problem with 3rd party data. Trust in this day and age is a rare thing, especially on a website trying to sell you something. Backing up your offer with credible data adds to the social proof capital needed in todays over abundant marketing push world.
OK, at this point you’ve nearly gotten their attention, you’ve satisfied the A in AIDA. There’s a lot more work to do her before the conversion happens. Time to move onto the I – Interest.
To hold the prospects interest you’ll need to pull back to the two steps agave again and reiterate the problem. That is, factually state the severity of the problem. Don’t rush into the solution yet. Your prospect took the bait but you need to set the hook. Reassure them they are in the right place for their problem and intensify the problem, you’ll see this step exaggerated in every infomercial on late night TV. Sure they are cheesy but they are a great place to study the offer.
Ok you’ve moved into the D stage, desire. Now and only now is it time to start talking about the solution. The light at the end of the tunnel that will solve the problem that you so masterfully set up from the start.
Finally, and not before you do any of the key points above, you are to ask for the action. At this point just get out of the way and let the conversion happen. If you set up your offer right and staged the sequence properly you won’t have to do anything else.
There Are Three Funnels Every Health Supplement Business Needs To Build A Multi-Million Dollar Empire…
The problem is most dietary supplement companies only have one funnel. Through our work in the online health space, we’ve had the opportunity to observe hundreds of health businesses. What we’ve uncovered are the three critical funnels that each work together that make the difference between the average supplement company just selling on Amazon and a multi-million dollar health empire and compiled our findings in the book below. Click here to get the ebook delivered right to your email for FREE.
