Traffic Conversion Secrets Lesson 1 – Starting Out
In this book we’ll discuss a myriad of tools and techniques you can use to get inside of the minds of your customers and create a traffic explosion. The first thing you need to do is get into the spirit of things and create something
new and exciting. In this section we’ll discuss preparations for your traffic boom and how to dazzle your customers with Fresh content.
In each chapter we will discuss the details and semantics of each technique so you can optimize them for mining your traffic for sales. We’ll explain what works, the psychological impact of the strategy, and even the how to
implement for the best timing and results. Each set of techniques is organized within a larger category. The two main categories are Emotional Control and Logic; we’ll be exploring a wide range of tactics that target two major
groups of people: those who are easily controlled by playing on emotional factors and those who think analytically and logically. This gives you a powerful set of tools that pretty much work on anyone. By blending and
combining the techniques you’ll be able to create sales campaigns that attract people you never would imagine being interested in your products and services. Changing the way you do business and implementing tactics for creative
massive amounts of traffic on your site is easier than you may think; this book intends to prove that!
Get Into the Spirit
Converting visitors into customers is easy if you keep one key fact in mind: people are creatures of habit. If you pay close attention to when people are triggered to open their wallets, then you can use the same dynamics to develop a strategy to have it work for your sales efforts. Understanding triggers that produce sales is one effective way to develop strategies that can work over a large cross-section of people.
For a habit to work for you, it has to produce the close of a sales call to action. If you’ve ever gotten cable or satellite you’ve seen them use this tactic to make extra sales. They always have free offers that are on a trial basis. They’ll give you a bunch of extra channels or special channels for free but it’s only for 3 months or 6 months. When your time is up the representative calls and asks you if you want to cancel your subscription; usually they’ll act like it’s a big deal to come out and change something so you no longer get the channels. You feel committed to your cable purchase and you’ll seem cheap if you back out of the extra channels you were enjoying up until now. Most of the time you’ll go ahead and keep them and pay a little extra. After the call the rep will usually offer you even more services based on a new special deal and since you’ve already agreed to the service and the extras you’re more inclined to listen to what she says and
possibly upgrade. This strategy works because you already committed to a purchase, no matter how small, and asking for something on top is taking advantage of the groove you’ve already slipped into. It may not seem like a lot of
extra money going in your pocket, but if you do this to every single sales prospect you encounter, the multiple effect can line your pockets quite nicely.
This strategy works okay with retail sales, but it is dynamite with direct sales on the Internet. The key is to get your visitor to commit to a small sale first and then before they check out, ask them if they want something
extra. You will be surprised how fast your orders tend to grow after that.
The biggest resistance people tend to have when closing a sale is just the simple act of saying “yes.” Once that obstacle is circumvented it becomes much easier to make the sales larger out of pure inertia. Once people are already
walking in a specific direction it takes more effort and attention to change directions than it does to just keep going the way you’re already headed. Some people like to call it consistency in action, but it’s also about habitual
action. Psychologists say that it only takes so much time to create a habit, but it can take more than 21 days to break it and it takes a concerted effort to do so. People generally don’t pay attention to their habits and that’s why when you identify a trigger it is easy to exploit it to your benefit. You are actually setting the course without making it obvious to your sales prospect. The minute they agree to even a tiny purchase, you have set the momentum to generate even larger sales, if not immediately – at least, down the road.
To Your Success,
Traffic Conversion Secrets Lesson 2 – How to Make it Work
How to Make it Work
The trick here is to make the first purchase as simple and as easy as possible. It doesn’t even have to be a major purchase. You aren’t trying to score a huge sale, you are trying to involve your sales prospect in your business at this point. There’s plenty of time to expand their sales later. So, make that first sale as easy and as painless as possible.
This works beautifully online by having a very simple and cheap offer on your home page. It can be anything really, as long as it is a simple process and can produce an immediate effect. Reports and media downloads make very good initial sales online because you can sell them cheap, in mass quantities, and you can also deliver it electronically for an immediate effect. You have a check box to put them on an email or newsletter list too to help you capture their email and allow you to market them for more products later.
With a little research, you can find out what products your customers bought after they bought your initial lead sales package. Then, you can target new customers with that as it’s already proven to be a winner. This can lead to larger sales down the road.
However, if you want to implement this strategy immediately, it takes a little more finesse. In the retail, face-to-face world, you would simply do like the deli clerks and offer another product to add to someone’s check-out. New home construction companies do this all the time, by calling them “upgrades.” You sign for a basic unit and then they start asking you if you want to upgrade the countertops with marble, put in hardwood floors instead of carpet, and so on. Pretty soon, the price you committed to buying comes out to an exorbitant amount with all the additional things you’ve consented to buy.
And, should you decide you don’t have enough money for everything you want, you’re stuck with the difficult decision to figure out what you can cut out of your home package. Obviously, the answer is that it’s just too difficult to decide what features or options you don’t want; instead it’s much easier to charge it.
That’s why stores also make their payment options as simple and easy as possible. The more payment options you have, the easier it is to close a sale and overrule any objection on a lack of money. Some stores even ante up the ease of purchase by offering their own in-house financing. These financing offers usually start fairly low and come with very little risk on the part of the store, but it can’t help to convert sales prospects into bona fide customers.
At any rate, to implement this at the end of a small sale, all you simply have to do is ask, almost as an afterthought, “Oh! Do you want to include this x offer too?” It can be very effective if you are doing this face-to-face and you’ve already got up to leave and just before departing suddenly realize you forgot to tell them
about that extra offer that would go good with his sale. The key is to be subtle, the hard sell online only makes people mad if you sign them up for extra offers in sneaky, underhanded ways. Always get the customer’s approval clearly before charging them for the sale. This can be done at checkout by simply adding an extra page they click through to get to checkout, where other offers are left UNCHECKED but can be selected to add to their original purchase. Make it easy for them to move on and don’t confuse them or you’ll lose the sale.
Another effective way to implement this technique is called a “one-time-offer” or “OTO”. This requires special software that presents the additional product(s) after the first one is purchased but not yet delivered. In this scenario, instead of a download or thank you page, you are delivered to a page which says, “Thank you for your order. Now, because you’ve just purchased product xyz, we have a special offer for you and don’t close this page because you will lose that offer once you do. In other words you will never have another chance to take advantage of this offer.”
Then you make an offer for another, usually complementary product at a discount price. This add-on sale always increases your overall sales and many people report that up to 50% or more take the OTO.
So, imagine you sell the main product for $27 and then offer the resale rights to the product as an OTO for an additional $27, normally $47. So, instead of a $27 sale, you’ve now made a $54 sale.
Why not offer the resale rights for $54 upfront instead? Because testing has shown that you’ll get a lot more sales with the OTO than asking for the $54 at the start. You see, they’ve already bought the $27 product. Now, it’s just a small extra amount and that is more likely to get accepted.
So, let’s say you make 100 sales at $27, that’s $2700. With the OTO, you make an additional $1350 for total sales of $4050, assuming a 50% OTO rate.
You can also do the same by offering a complementary product instead of resale rights. You can offer the OTO at a higher price, called an up-sell, or at a lower price, called a down-sell. To get your OTO offer to truly appear
once and only once, you’ll need special software. There are a couple ways to do this.
You could hire a programmer at one of the outsource sites like Elance.com or VWorker.com or you can purchase an already programmed and much more elegant solution like Rapid Action Profits. If you go with Rapid Action Profits, you’ll be able to do a lot more as well since they have an add-on system where you can add features as they are developed.
There are several different times when this strategy is effective. You can set it up immediately so that a very simple offer is made available on the home page. Make sure to change this offer for repeat visitors. The idea is to start to form a habit by having someone be tempted to buy a small item immediately. So, that’s the first time you want to try to slip your visitors into a buying groove.
The second time to use it is after they’ve already committed to buying a small item and they are checking out. This can be done automatically using software that adds a footer with additional items that might interest your buyer, or an additional page to move through to get to the final checkout.
To Your Success,