We’ve been talking about landing pages in the last few emails…i’d like to change direction today and talk about post-checkout upsells.
I’ll come back to landing pages again in another email, there’s lots more to talk about.
You’ll notice that for a “traffic guy”, i sure spend a LOT of time working on and tweaking just about everything EXCEPT the ad campaign.
I run traffic campaigns like a business, not like an agency.
While agencies concern themselves with maximising clicks and click-thru-rates and minimising cost per clicks exclusively…
I focus on maximising average customer value and scaling campaigns. This means often i’m troubleshooting landing pages, order pages, and upsell pages.
With landing pages my goal is to maximise visitors who click through to the order page.
With order pages, my goal is to maximise visitors who complete the order form.
And with upsell pages, my goal is to maximise a customer’s order value. Let’s discuss how to do this effectively.
WHAT IS AN UPSELL PAGE:
Immediately after a customer completes an order form to purchase the primary offering, it is advantageous to promote additional products that complement or supplement their initial order. These are called “post checkout upsells”.
Typically, marketers employ the “one time offer” (OTO) model because it has urgency and fear of loss as motivators.
With this model, the customer is shown offers for products or prices not otherwise available to the public.
The customer is then given a choice–Yes, accept the offer — OR — No, refuse the offer.
Depending on the choice the user makes, the marketer then offers more expensive products when they get a yes, or cheaper products when they get a no.
Price is not necessarily the determiner. It may be the case you offer a similar product when you get “yes” or a different type of product when you get “no”.
Either way, there’s a hierarchical decision tree / flowchart type of structure to what is offered in response to the user’s choice.
THE WRONG WAY TO DO OTO:
Here’s the wrong way commonly practiced by most online marketers when presenting a one-time-offer. This is practiced obliviously by “industry leaders”, and it is so common that in certain funnel systems you’ll see their methods baked into their templates. So these bad practices are perpetuated to newbies and advanced marketers alike.
The OTO page usually leads with a large notice like the following:
“WAIT! Your order is not complete. Read the important message below…”
Sometimes you’ll even see a progress bar at the top of the page to further demonstrate that the order is incomplete if the user does not read and respond to the OTO sequence.
This is then followed by an offer for getting, eg, a 50% discount on some additional product, but only if they order it right now.
As such, you’ll see some kind of warning on the page like:
“WARNING: IF you leave this page right now, you will never see this offer again!”
Further down the page, at the point of the call to action, you’ll see the choice prompting the user for a decision.
A big coloured button says, “Yes, add XYZ to my order for only $69” OR (in tiny, gray hyperlinked text), “No thanks, i don’t like saving money”, or “No thanks, i like being broke and unemployed”.
If you’ve run an OTO, you’re probably familiar with this model and you’re wondering what’s so bad about it?
In my experience, this approach is misleading. And if being misleading doesn’t bother you as long as it’s making money, the fact is it also hurts conversions and increases refunds.
Here’s the thing…
By the time the user sees the OTO page, their order HAS in fact completed. Funds have been deducted. Fulfilment has begun.
Telling them their order is NOT complete indicates a problem has occurred. It’s confusing. And if they received the order confirmation email on their phone immediately after making their order, they’re going to be confused as fuck.
Since they’re a first-time customer and there’s not a whole lot of trust given to you, many will either call their credit card company and chargeback or write to your support in panic.
So it’s not really smart to tell them the order is not complete (when it has), JUST to make them pay attention.
Secondly, the whole fear-mongering of “if you leave this page you will never see this offer again” it’s over the top desperate. It doesn’t really have the effect you might imagine on a buyer, to push them to order just to lock in some saving.
Personally, it’s never worked on me. I’d rather pay full price when i KNOW i want the product than to get a discount on a product i might not even really want.
Thirdly, the negative action.
Why are we making it discrete?
Why do we make it so unattractive (even at times, insulting)?
To bias the customer to accept the offer?
This is silly. The thing is, there are NOT two choices here. There are three:
(1) accept the offer,
(2) reject the offer,
(3) or , CLOSE THE WINDOW!
And they WILL close the window if they do not like or do not notice the negative option.
If you have a downsell sequence, the last thing you want is them to close the window–because they won’t see your negative sales sequence at all!
So you rather they click “no” than disengage entirely, in order to show your downsell.
Here’s the RIGHT way to do upsells.
1. CONFIRM THE ORDER IS COMPLETE
Tell the customer their transaction worked. Use a message like, “Thank you, we’ve received your order and an email has been sent with further instructions.”
To get them to consider the OTO, follow with an appeal to read further and some benefit to doing so. For example, “Before you go, consider the offer below to get faster, better results with XyZ product!”
This gives them a reason to stay, without confusing them about the status of their initial order.
2. HIGHLIGHT WHY THIS IS AN OPPORTUNITY
Rather than threaten the customer the price will disappear, quickly highlight why this is an unmissable opportunity. How does purchasing this second product enhance their original purchase in a way nothing else can?
Does it make the results of the first product faster? Does it make it easier?
Use the short time you have with them to get across your reasons as impactfully as possible.
3. USE A BUTTON FOR THE “YES” OPTION
Without too much copy, make your YES option well highlighted by placing it in a button. I’d go so far as to suggest using an icon that hints at “adding” to their order. Explain that pushing the button will add $x to their order. Eg, “Add ZYX instantly to my order for $49!”
Because this is a “one click” upsell, you don’t want anyone clicking the button thinking they will have an option to confirm later on.
When the customer is clear about what’s happening, they are more willing to complete the action and it reduces your complaints, refunds, and chargebacks.
4. HINT AT THE CONFIRMATION PAGE
For the “NO” option, you can use a text-based, underlined, hyperlink. Using a hyperlink does make it more discreet than the “YES” option.
But avoid going too small or gray or negative.
I suggest using red (for no) or blue (the traditional hyperlink colour) and make sure it is deliberately underlined to look like a clickable hyperlink.
This way, the option is readable and it is easy to understand that it is interactive and clickable.
What should the link say?
After an order completes, most customers like to see an order summary page. In fact, some like to print or save this page for future reference. The negative option should hint at progress or at reaching that summary page.
For example, “No thanks, i’d like to continue to the next page…”
This way, if a customer doesn’t want your offer, they will prefer to click “NO” than to close the window…and you can make them a subsequent offer. And you’ll make more money on average per customer as a result of doing it this way.
Don’t underestimate the power of being transparent. These are not TRICKS.
They’re just an exercise in clarity so users feel safe when they are most vulnerable.
I’ve turned entire campaigns around just by reforming their upsell pages.
These are just some of the ideas i have about writing an effective post-checkout upsell page. For lots more ideas on how to build excellent traffic converting pages, check out the DIY Super Traffic Machine series of manuals.
They’re designed from the ground up to take you through building a machine that converts traffic into customers regularly and covers every aspect of online marketing business.
Read more about what the Super Traffic Machine can do for you at the link below…
P.S. If you have missed previous messages in the series, check out the following:
- Part 1: The “Yaghi Way” of Traffic Generation
- Part 2: Sending Traffic Straight to the Sales Page of a DICK PILL
- Part 3: Sell More With Amazing *Hybrid* Pages