Over the last few days, we’ve been talking about landing, sales, and upsell pages.
Let’s move onto order pages. While there’s plenty to say on this topic, i’ll focus on just one big idea:
User friendly buying interfaces 🙂
ASIDE: i’ve been getting questions about accessing past purchases. Here’s how: Click any link in any email i send you within 5 mins of opening and you will be magically logged in without a password. You should see your email address displayed top right of the page. Click it. You will find your purchases along with other settings.
If you have trouble please email me back and i’ll figure it out for you. Also, forgive the mess, i’m still cleaning things up. But do email me if there’s ANY trouble and i’ll handle it asap.
Chances are you’ve never optimised your product order page. In fact, depending on the technology you’re using to collect payments and create customers, the order page might not even be your creation, or under your control.
Yet, the order page is the most important page in any traffic campaign–it’s the very point at which you collect money and convert a visitor into a buyer.
Do it wrong, and you WILL lose the sale.
I can tell you horror stories where so much money and traffic were wasted, because of some simple oversight on a poorly thought out order page.
So what gives?
Isn’t an order page just a form asking the customer for their details and payment information?
Yes, true…but more generally, it is a BUYING INTERFACE inside the piece of software you know intimately as your “website” or “funnel”.
A USER FRIENDLY interface is one that is easy to use, that doesn’t confuse or frustrate the user.
A USER FRIENDLY interface makes it clear what the user should do and what they can expect as a result.
Similarly, with your order page it should neither confuse nor frustrate to ensure a purchase action is completed without interruption. It should be intuitive and clear about what the user needs to do to complete their purchase and what will happen when they do.
Potential buyers who arrive on the order page ready to buy, they are at their most vulnerable. Even the slightest confusion, frustration, or distraction can turn them off their decision entirely.
I can’t tell you how many times i’ve watched visitors click through to an order page and then go back and forth to the sales page to cross-check the order summary against it. And finally, BAIL without completing the order!
In my experience, you need PERFECT correlation between the sales page and the order page. You must precisely and completely match what is promised with what they are about to pay for.
I like to do this in SEVERAL ways, to the point of redundancy.
For example, suppose i’m offering a main product which comes with several bonuses to make it more enticing.
On the sales / landing page, i mention the name of the product, show an image of it, and describe it with some text. Similarly, for the bonuses, i give each a cute title, an image, and a description.
On the order page, i always summarise what the customer is about to buy in addition to some bullets, sales copy, or testimonials to encourage the customer to complete their order.
Mine is not by any means a unique approach. Most marketers do the same.
But here is their silent but deadly mistake:
They inadvertently use a slightly different title for some of their bonuses….
…or they don’t show again the product image (or they do, but it’s different in some way)
Mostly, these variations are so slight they seem harmless. The trouble is you risk confusing the customer into thinking they were promised something different from what they’re buying. Even the smallest variation in the product title, capitalisation, hyphenation, or abbreviation could potentially create that confusion.
If you used a title for the product or bonuses on the landing / sales page, use the EXACT same title WITHOUT a single word of difference.
Copy and paste it.
In fact, use the same colour.
Use the same font.
If you used an image on the landing / sales page, use the EXACT same image on the order page. Keep the aspect ratio the same or better yet, keep the same size!
If you wrote out your bonuses in a certain sequence on the landing / sales page, repeat the EXACT same ordering on the order page.
If you listed the bonuses horizontally on the landing / sales page, show them horizontally on the order page too.
What these subtle cues do is they VISUALLY reinforce the exact same offering on the order page. Guests should be able to recognise what they’re buying as being exactly the same as what they were pitched earlier. It should be immediately apparent without having to read or look closely.
No one should feel even the smallest doubt about it.
Do this right, and you will see a HUGE bump in your cold traffic conversions.
You’ll notice this advice does not relate to any copywriting trickery or tactics of what to place on the page. It’s just about user friendly interface design for collecting money. And that’s an area i invest heavily into, in every page of the sales funnel.
So should you!
For more ideas like this, to learn how to build user friendly buying interfaces that turn your traffic spend into sales and profit, get the Super Traffic Machine. It’s a rock solid internet marketing training that looks like this in real life:
Learn more about this series at the link below, and get yours today:
More fun tomorrow,
P.S. If you have missed previous messages in the series, check out the following: