{"id":1850,"date":"2017-03-07T10:47:54","date_gmt":"2017-03-07T14:47:54","guid":{"rendered":"http:\/\/creativethirst.com\/blog\/?p=1850"},"modified":"2019-10-17T10:25:23","modified_gmt":"2019-10-17T14:25:23","slug":"expressing-the-value-of-an-offer-for-maximum-sales-online","status":"publish","type":"post","link":"https:\/\/creativethirst.com\/blog\/expressing-the-value-of-an-offer-for-maximum-sales-online\/","title":{"rendered":"Expressing The Value Of an Offer For Maximum Sales Online"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-medium wp-image-1956\" src=\"https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2017\/03\/PEOPLE-BUY-HEALTH-DIFFERENTLY1-300x200.jpg\" alt=\"PEOPLE BUY HEALTH PRODUCTS DIFFERENTLY\" width=\"300\" height=\"200\" srcset=\"https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2017\/03\/PEOPLE-BUY-HEALTH-DIFFERENTLY1-300x200.jpg 300w, https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2017\/03\/PEOPLE-BUY-HEALTH-DIFFERENTLY1.jpg 400w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/>A health buyer is very different from other types of buyers online.<br \/>\nFor one the amount of trust they need to buy from you is much higher than other types of products. Plus the prospective health buyer\u2019s own personal <a href=\"https:\/\/creativethirst.com\/blog\/how-do-visitors-buy-health-products-online\/\">beliefs<\/a> play an important role in their decision.<\/p>\n<p>But a third and often overlooked is a third factor. And that is the value of the product \/ offer itself.<\/p>\n<p>Understanding the value people get from a health product is vital to proper conversion rate optimization for health and wellness products.<\/p>\n<p>And when selling anything online, especially a bottle of supplements or a health information product, the KEY is to express the value of the offer.<\/p>\n<p>The reason for this is because \u00a0<a data-leadbox-popup=\"147018973f72a2:141380e46b46dc\"><b>the offer<\/b><\/a> is the highest leverage point of any sale. And the value of that offer is all you have online to concisely encapsulate what your prospect is getting.<\/p>\n<p>But let&#8217;s not forget your offer is what the prospect is buying and it needs to be built on top of a strong offer. <script src=\"\/\/static.leadpages.net\/leadboxes\/current\/embed.js\" async defer><\/script> <a data-leadbox-popup=\"147018973f72a2:141380e46b46dc\">Click here to get 12 free offer templates you can use right now.<\/a><\/p>\n<p><center><button style=\"background: #0037ff; border-color: #0037ff; border-radius: 20px; color: #ffffff; display: inline-block; vertical-align: middle; padding: 16px 32px; min-width: 192px; border: 1px solid #0037ff; font-size: 1rem; font-family: Helvetica, Arial, sans-serif; text-align: center; outline: 0; line-height: 1; cursor: pointer; -webkit-transition: background 0.3s, color 0.3s, border 0.3s; transition: background 0.3s, color 0.3s, border 0.3s; box-shadow: 0px 2px 5px rgba(0, 0, 0, 0.6);\" data-leadbox-popup=\"147018973f72a2:141380e46b46dc\">Get 12 Free Offer Templates<\/button><\/center><br \/>\nMany times health marketers will simply lead with a long form sales letter explaining the \u00a0<a data-leadbox-popup=\"147018973f72a2:141380e46b46dc\">offer<\/a> and then add a buy button at the offer point.<\/p>\n<p>Or they will list out each bonus one by one giving each a paragraph of text and then present the main product with a buy button after the premiums. But this doesn\u2019t express the full value of the offer.<\/p>\n<p>Think of the <b><i>\u201cvalue of the offer\u201d<\/i><\/b> as the visual expression of the value proposition.<\/p>\n<p>Whereas the value proposition can be stated in text, in a headline, the value of the offer is expressed mostly through pictures and supported by text.<\/p>\n<p>The principal distinction here requires a shift in thinking and that is this\u2026<\/p>\n<p>People DON\u2019T buy products online, they buy IMAGES OF PRODUCTS online.<\/p>\n<p>So\u2026 the image of the \u00a0<a data-leadbox-popup=\"147018973f72a2:141380e46b46dc\">offer<\/a> is an expression of the value they are buying.<\/p>\n<p>The offer image needs to:<\/p>\n<ol>\n<li>Summarize the complete offer.<\/li>\n<li>Be designed to really sell the value through the image itself.<\/li>\n<\/ol>\n<p>Let\u2019s look at an example for an offer selling a digital cookbook with some other bonus digital ebooks premiums added on.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1864\" src=\"https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2017\/03\/Screen-Shot-2017-03-09-at-4.05.44-PM.png\" alt=\"\" width=\"644\" height=\"246\" srcset=\"https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2017\/03\/Screen-Shot-2017-03-09-at-4.05.44-PM.png 644w, https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2017\/03\/Screen-Shot-2017-03-09-at-4.05.44-PM-300x115.png 300w\" sizes=\"auto, (max-width: 644px) 100vw, 644px\" \/><\/p>\n<p>In this example left side of the image shows the cover of the cookbook on 3 different devices, a desktop, a tablet and a phone. This offer could have just as easily showed only one or showed an image of the physical book.<\/p>\n<p>Showing the physical book would have given false expectations, since you\u2019re not getting a physical printed book but rather a digital version.<\/p>\n<p>Showing the book inside of the digital format gives you a concert sense of exactly what you\u2019re getting. We could have just as easily showed the physical book with a digital PDF\/Mobi Format callout on top indicating that you\u2019re getting a digital version of this book but that wouldn\u2019t have expressed the true value of what you\u2019re getting. Nor would just the ebook inside a tablet.<\/p>\n<p>By showing the ebook inside all three devices, desktop, tablet and phone, the value of the offer for the ebook has increased. Now the buyer can easily imagine reading the book across all three devices and the <i>perceived value<\/i> of the book itself has been amplified.<\/p>\n<p>What is perceived value? It is simply the answer to the question, how much is it worth?\u00a0 The \u201cworth\u201d a product has in the mind of the consumer is entirely subjective.<\/p>\n<p>For the most part, consumers are unaware of the true cost of things. They simply have an internal feeling for how much certain products are worth to them based on similar products. In this case they don\u2019t normally see a digital book in several formats played out like this, that value is usually implied. Here it is explicitly expressed and called out, increasing the perception of value.<\/p>\n<p>Additionally the information in the cookbook itself is an unknown and something that can and should be amplified in the sales page copy and could be supported in a bulleted summary along with the image above.<\/p>\n<p>We can\u2019t complete our discussion of the value of the\u00a0<a data-leadbox-popup=\"147018973f72a2:141380e46b46dc\">offer<\/a> without talking a bit about the premium bonuses you get. In this case you get two additional digital books for free. Adding additional digital content to any offer is a great way to increase the perceived value and also not increase cost of goods.<\/p>\n<h2 style=\"text-align: center;\"><b>But What About The Price?<\/b><\/h2>\n<p>So far we\u2019ve just discussed the presentation of the product but the full offer includes not only the product and the bonuses but also expressing the value of the price.<\/p>\n<p>Rather than jus simply presenting the price, one thing you can do is offer the product at a discount and show the regular price slashed out next to the price you pay. There are other ways to do this like express the savings as a percentage discount or a dollar off amount.<\/p>\n<p>I wouldn\u2019t include all three though. In that case there would be too many numbers and this might cause confusion in the mind of the buyer.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1868\" src=\"https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2017\/03\/Screen-Shot-2017-03-09-at-4.10.40-PM.png\" alt=\"\" width=\"591\" height=\"428\" srcset=\"https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2017\/03\/Screen-Shot-2017-03-09-at-4.10.40-PM.png 591w, https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2017\/03\/Screen-Shot-2017-03-09-at-4.10.40-PM-300x217.png 300w\" sizes=\"auto, (max-width: 591px) 100vw, 591px\" \/><\/p>\n<h2 style=\"text-align: center;\"><b>Going One Step Further<\/b><\/h2>\n<p>What if you really wanted to intensify the perceived value of the discount further? You might choose to show the regular price and your discounted price in terms of what it would look like in actual money. So rather than simply show the dollar amounts as text, show a fanned out pile of bills of each amount.<\/p>\n<p>The key here is to make the perception of regular price of fanned out bills look like more. You can do this with the choices of bills you use. For example the regular price of $20 can be expressed as a single 20 dollar bill or two 10 dollar bills. Having two bills will be perceived as more expensive.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1866\" src=\"https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2017\/03\/Screen-Shot-2017-03-09-at-4.08.23-PM.png\" alt=\"\" width=\"670\" height=\"420\" srcset=\"https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2017\/03\/Screen-Shot-2017-03-09-at-4.08.23-PM.png 670w, https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2017\/03\/Screen-Shot-2017-03-09-at-4.08.23-PM-300x188.png 300w\" sizes=\"auto, (max-width: 670px) 100vw, 670px\" \/><\/p>\n<p>An advanced technique is to intensify the value of the\u00a0<a style=\"font-size: 1rem;\" data-leadbox-popup=\"147018973f72a2:141380e46b46dc\">offer<\/a><span style=\"font-size: 1rem;\"> by positioning the discount as an instant coupon with nothing more than an image.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1867\" src=\"https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2017\/03\/Screen-Shot-2017-03-09-at-4.08.17-PM.png\" alt=\"\" width=\"717\" height=\"329\" srcset=\"https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2017\/03\/Screen-Shot-2017-03-09-at-4.08.17-PM.png 717w, https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2017\/03\/Screen-Shot-2017-03-09-at-4.08.17-PM-300x138.png 300w\" sizes=\"auto, (max-width: 717px) 100vw, 717px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>All you need to do is simply add an image like this one that shows the percentage discount and states that the coupon automatically applies when you click the add to cart button. In the ideal case you\u2019d want to show that discount in the cart, with the exact dollar amount they are saving and some reference to the coupon being applied.<\/p>\n<p>But there\u2019s no reason why you can\u2019t simply A\/B test this as just an image on the sales page with nothing more. This will tell you if it works for your audience without the programming work in the cart. If it moves the needle significantly then it might be worth it to spend the time with your programmer.<\/p>\n<h2 style=\"text-align: center;\"><b>How To Position Shipping<\/b><\/h2>\n<p>Let\u2019s not forget that the offer itself is for a digital product so as a consequence, there is no shipping, it does not need to be delivered in the mail, and the buyer gets instant access to it immediately.<\/p>\n<p>Rather than these being a negative, at least for an older audience, and not calling any attention to them, each of these benefits can be expressed in the value of the offer. Again simply with how you present the offer. Here\u2019s an example.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1869\" src=\"https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2017\/03\/Screen-Shot-2017-03-09-at-4.11.33-PM.png\" alt=\"\" width=\"651\" height=\"603\" srcset=\"https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2017\/03\/Screen-Shot-2017-03-09-at-4.11.33-PM.png 651w, https:\/\/creativethirst.com\/blog\/wp-content\/uploads\/2017\/03\/Screen-Shot-2017-03-09-at-4.11.33-PM-300x278.png 300w\" sizes=\"auto, (max-width: 651px) 100vw, 651px\" \/><\/p>\n<h2 style=\"text-align: center;\"><b>A Framework For Measuring The Value Of An Offer<\/b><\/h2>\n<p>You\u2019re now armed with the basics of increasing the perceived value of the offer. Remember, the offer is the highest leverage point of any sale.<\/p>\n<p>To take it one step further, below is a simple framework you can follow to rank each of the main elements on a subjective scale of one to five.<\/p>\n<p>1. \u00a0How Well Is The Complete Offer Visually Represented?<br \/>\n2. \u00a0How Well Does The Visual Representation Clearly And Fully Express The Value?<br \/>\n3. \u00a0How Well Does The Expression Of Price Sway The Buyer?<br \/>\n4. \u00a0How Well Is The Expression Of The Shipping Presented?<br \/>\n5. \u00a0Is There A Clear And Powerful Guarantee?<\/p>\n<p>With one being the weakest execution and five being the strongest. Then simply add up your score to see where your \u00a0<a data-leadbox-popup=\"147018973f72a2:141380e46b46dc\">offer<\/a> falls on the value framework.<\/p>\n<p><strong>A score of 5 &#8211; 10:<\/strong>\u00a0 You have a lot of opportunity for improvement<br \/>\n<strong>A score of 11 &#8211; 14:<\/strong> You\u2019re at a good starting point, run with it and see how it does but test an alternative soon.<br \/>\n<strong>A score of 15 &#8211; 25:<\/strong> You totally nailed it, keep testing to see if you can adjust the perceived value even more with different treatments.<\/p>\n<p>Just realize you can always make improvements no matter where you are on the scale. That is why we continue to split test and optimize.<\/p>\n<p>But even if you express the value of your offer perfectly, you have to build that value on top of a solid offer structure. Click the button below to get your free\u00a0\u00a0<a data-leadbox-popup=\"147018973f72a2:141380e46b46dc\">offer template<\/a> that you can start using today.<\/p>\n<p><button style=\"background: #0037ff; border-color: #0037ff; border-radius: 20px; color: #ffffff; display: inline-block; vertical-align: middle; padding: 16px 32px; min-width: 192px; border: 1px solid #0037ff; font-size: 1rem; font-family: Helvetica, Arial, sans-serif; text-align: center; outline: 0; line-height: 1; cursor: pointer; -webkit-transition: background 0.3s, color 0.3s, border 0.3s; transition: background 0.3s, color 0.3s, border 0.3s; box-shadow: 0px 2px 5px rgba(0, 0, 0, 0.6);\" data-leadbox-popup=\"147018973f72a2:141380e46b46dc\">Get 12 Free Offer Templates<\/button><\/p>\n<hr \/>\n<h2 style=\"text-align: center;\"><strong>There Are Three Funnels Every Health Supplement Business Needs To Build A Multi-Million Dollar Empire&#8230;<\/strong><\/h2>\n<p>The problem is most dietary supplement companies only have one funnel.\u00a0Through our work in the online health space, we\u2019ve had the opportunity to observe hundreds of health businesses. What we&#8217;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. <a data-leadbox-popup=\"wPWArM5d6SWLxYrksz7NMP\" data-leadbox-domain=\"creativethirst.lpages.co\">Click here to get the ebook delivered right to your email for FREE.<\/a><\/p>\n<p><img decoding=\"async\" style=\"cursor: pointer;\" src=\"https:\/\/lh3.googleusercontent.com\/r3EgiCvTjp3JRh5SAY2jLY9rIpbjbBoa0B3p542GCprqDQOsn3JgNAfi9VuF-F4EYaLu0mDNlb-dnH-DKg3YTA=s0\" alt=\"Three Funnels Every Health Supplement Business Needs To Build A Multi-Million Dollar Empire\" data-leadbox-popup=\"wPWArM5d6SWLxYrksz7NMP\" data-leadbox-domain=\"creativethirst.lpages.co\" \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>A health buyer is very different from other types of buyers online. For one the amount of trust they need to buy from you is much higher than other types of products. <\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"gallery","meta":{"footnotes":""},"categories":[19,3,43],"tags":[6,44],"class_list":["post-1850","post","type-post","status-publish","format-gallery","hentry","category-ab-testing","category-conversion-rate-optimization","category-health-marketing","tag-conversion-rate-marketing","tag-health-marketing","post_format-post-format-gallery","entry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Increase the value of your offer to sell more online<\/title>\n<meta name=\"description\" content=\"The offer is the highest leverage point of any sale. 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