Last time we spoke, i gave you 7 tips to run a “straight to the sales page” traffic campaign.
When using a sales page as a landing page, i don’t recommend you bother trying to collect email leads too. The sale should be your ONLY objective.
I tried all kinds of ways to make a sales page work with some sort of opt-in as a backup (eg, exit popups, timed popups, scroll triggered popups)…and i decided it was not a wise way to go.
Not all were inherently bad ideas. But the tech gets finicky and it doesn’t always work the way it should, and you risk distracting or putting off people while in the midst of reading your sales letter, on the off-chance they might opt in, when you could’ve had them buy.
Also, the biggest advantage of running traffic straight to a sales letter is to avoid managing an email marketing campaign to convert non-buyers. The strategy is to only ever collect and spend time marketing to customer leads. Which is smart.
Trying to also capture email leads on a sales letter would defy the purpose.
If, on the other hand, collecting leads is important to you, then the HYBRID landing page is the way to go.
However, there’s a few more good reasons to consider the hybrid page you’ll shortly see.
A hybrid landing page tries to get the best of both worlds by making a few compromises. It offers two choices of actions to the visitor–
1) to buy,
2) or, to opt-in for information.
NEITHER option is a decoy. Each represents a different sales flow. Let’s explore each in detail.
THE “BUY” FLOW
In the past, i actually treated the “buy” option as a decoy. The point was merely to prepare the user for a buying action while expecting them to prefer to opt in for free than to buy.
However, i’ve found by lowering the price of your product, you CAN in fact expect sales on contact. Add post-checkout upsells and this very quickly gives you a decent return on investment.
The compromise you make, however, is that you have to drop the long form “sales letter” format.
A hybrid page makes a simple, bullet-based, visual presentation, with less wordiness and text. It features mini sales blocks, each a self-contained unit that offers some information–for example, three main benefits could be one block, a series of animated testimonials could be another block, etc.
Each block ends with a call to action to purchase or opt-in for more information.
To see what i mean, (sort of), check out the yaghilabs website homepage. I’ve actually got better examples but i’d rather not distract you with them at the moment.
I’ve seen a lot of marketers recently try to build such pages, but they’re not systematic or strategic in their design. They’re just a haphazard information dump, most likely because they think the format is cool. They’re not doing it right.
I go into great detail about how to plan and build such a page in the appendix of User Manual FIVE (Leads) in the Super Traffic Machine. You don’t need to use our included plugin to do it (although you could). I’ll show you some better tech alternatives in Part 11 of this email series.
THE “FREE” / OPT-IN FLOW
The opt-in (free) choice has to be positioned as a way to sample or demonstrate the product on offer.
You do not need to offer a “bribe” (although you could) but instead should focus on giving a good reason for them to tune into recurring emails.
I prefer NOT to offer bribes because it’s tempting to promote the bribe only. This only gives the visitor a ONE-TIME reason to check their email. Once they get the promised item, there’s no reason to continue to check and read emails from us.
The reason i want their email address is to market to them REGULARLY. So i do NOT conceal that in any way.
You want them to know you will be marketing to them by email, regularly. You want them to want this. Thus, they need a reason to check their email recurrently.
Originally, the redirect after a person fills out the opt-in form with their details was either a “Thank You” page, please check your email….
OR, it was a redirect to the long-form sales letter of the main product pitched briefly in the hybrid landing page.
But recently, we found a much better approach is to treat the opt-in choice as a “downsell”.
Meaning, you now pitch a DIFFERENT product that could interest the user. I’ll give you a quick example.
In the male enhancement campaign, we found we had two types of visitors:
1) pill buyers
2) and, information seekers.
So our primary “buy” flow promoted the bottle of pills. Our secondary “free” flow offered information by email about natural solutions for erectile dysfunction.
For the free flow, after collecting their email, we redirected to a brief sales letter promoting an information product about getting natural erections. If they bought that information product, we would show them a sequence of post-checkout upsells for other information products.
The email follow-up with the non-buyer leads also tended to be focused on information products instead of the pill bottles.
It was simply an experiment at the time, but what surprised us is that we were actually often able to sell a MORE EXPENSIVE product on the “free” opt-in flow!
And in many cases, customers were evenly divided between the primary “buy” flow and the secondary “free” flow.
While it’s a lot more work to create two sales flows (and products for them), in addition to maintaining emails for two customer lists and a non-buyer list, it’s certainly a lucrative way to go.
I cannot tell you for certain whether the straight to the sales page or hybrid page is the superior approach because we have not yet setup that split-test…but i believe the hybrid funnel is superior.
That’s all for today. If you’re interested in learning more about hybrid pages, check out the amazing Super Traffic Machine at the link below: