Training: Improve Your Sales Conversion Ratio

In this module, we'll show you how you can improve your conversions in a variety of ways. Improving your conversions is one of the best ways to increase your earnings, and the videos below will give you plenty of tips and strategies for getting the best conversion rate possible.

Videos

Video 1: Introduction

Video 2: First Steps to Better Conversions

Video 3: Building Trust and Reputation

Video 4: Effective Copywriting

Video 5: Pricing

Video 6: Traffic Sources

Additional Tips & Resources

Is Increasing Conversions Important?

YES! As a ClickBank vendor and infopreneur, your goal is to create a great quality product and sell it to as many of your site visitors as possible. That’s why measuring and improving your conversion rate is very important. Your conversion rate is the percentage of visitors who go from just visiting your website to actually buying your product.

Conversion rate = Number of Completed Purchases
                                 Website Visits

Think about it: the higher your conversion rate, the more money you earn.  And who doesn’t want to earn more money? As a vendor, your conversion rate is critical in knowing how well your offer is performing, which in turn plays a major factor in how successful your business can be. Measuring, testing and improving your conversion rate can be one of the easiest ways to grow your business quickly.

The Factors That Influence Conversions

There are a few major factors that can influence your conversion rate, all of which are important and should be tested regularly:

  • Sales copy on your Pitch Page
  • Your product’s price
  • The perceived value of your product (this is heavily influenced by the two items above)
  • Where traffic to your Pitch Page is coming from (all traffic is not created equal)
  • How much visitors know, like and trust you

Pitch Page and Sales Copy

The informational, eye catching, and compelling sales copy located on your Pitch Page heavily influences a customer's desire to purchase. It is one of the most important factors in the success of your conversion rate and ultimately your inforpreneurial business. Creating high-converting sales copy can be challenging and time consuming, but it can make or break your success so it is well worth the time and effort. To sell a product through ClickBank, every vendor must have their own website, including web hosting and a registered domain. The Pitch Page is often referred to as a “sales page” and ClickBank enforces several requirements for vendors. You can learn more about these requirements by reviewing the article on Creating Your First Product. Your Pitch Page layout is very important, so here are some optimization tips for making your Pitch Page even better:

  • Use fonts and color schemes that are eye-catching but not hard to read
  • Place the Buy Now button at the bottom of the page, so the customer understands exactly what you're offering, but also consider placing it partway through your sales copy for those who are convinced quickly
  • Provide a contact button so customers can ask questions before they purchase
  • There is no right or wrong answer regarding using video-based sales letters, so try both video and text-based versions of your sales page and see which converts better for you

Along with the Pitch Page layout, the sales copy is also very important. This is the information provided to the customer that entices visitors to purchase the product by demonstrating that you’re selling a quality product that would be beneficial to them.  If you’re able show the customer that your product is worthwhile and is something they need, they are more likely to purchase it. Now you might be asking, “How do I optimize my sales copy to increase my conversion rate?” Here are six tips that will help you create a great sales copy:

Have an attention catching headline

Let’s face it. Most people are busy and are not going to spend a ton of time reading through your sales copy unless there attention was grabbed at the first look of your page. An attention catching headline must be intriguing and attention grabbing so that the customer can’t help but want to continue reading your sales copy. Here are some examples of attention grabbing headlines:

  • "Mommy, why is your tummy so squishy?" (From Jon Benson, veteran copywriter)
  • "Sorry, I'm just not into you like that. Can we still be friends?"
  • "The foods you're eating every day may be KILLING you!"
These are just a few examples – think about the desires, fears and unspoken thoughts of the audience you're selling to, and use them to create a headline that really grabs their attention!

Write your sales copy for your specific target customer

 A common mistake seen in sales copies today is the writing is aimed at a broad target market. In most cases, writing for a broad, poorly defined audience is much worse than writing for too narrow of an audience. Think about who your exact ideal customer is and write to them. Give them a name, job, hobbies, everything! It will be much easier for you to write your sales copy because you will know exactly who are target customers is, the problems they're having, and how you can help them.  The more details you can provide when outlining the benefits of your product, the easier it will be for your visitors to decide if your product is right for them.

Don’t Overdo It

While many vendors swear by the use of endlessly long sale copy, the fact is that most readers will not take the time to read the entire pitch word for word.  Most customers scan through the copy while identifying sentences and benefits that interest them.  To make sure the main benefits are jumping out to the customer, it’s good to use headlines and bold fonts for the text you feel will be the most important to the customer.  This way the customer can scan the sales copy, review the eye-catching benefits, and determine which part interests them the most. Also, make sure that you’re writing believable sales copy.  Nothing is worse then when a customer is thinking of purchasing a product and the claims being made are outlandish.  The goal here is to make a customer feel comfortable in buying the product, not to steer them away by setting off alarms in their minds.

Proper Use of Testimonials

Using real, honest testimonials from satisfied customers is one of the best ways to increase your conversions. You can do this by reaching out to your most satisfied customers and having them write a statement about how your product has helped them or changed their lives. While ClickBank recommends that vendors take advantage of the power of good testimonials, there are promotional messaging rules that are regulated by the Federal Trade Commission (FTC) and must be complied with. To review the FTC's rules, see the Promotional Guidelines article.

Call To Action

So you've done a good job of explaining to your prospects why your product is right for them and how it will produce the result they're looking for. You're not quite done yet! You need to be sure to have a strong call to action, which is just asking the customer to take the desired action (usually clicking the Buy Now button). Make sure your call to action is clear and concise, since the last thing you want to do at this point is confuse the customer and have them leave or wait to take that action. Tell them exactly what you want them to do, and how to do it.

WOW Factor

Like all of us, customers are more attracted to products that provide them with the wow factor.  Your wow factor might come from offering free bonuses when a customer buys your product, or it might come from the result they'll get from your product.  Either way, it’s important to always be one step ahead of your competition by giving the customer an “aha” moment.  This “aha” moment will make them see that your product is better than your competitors and is worth buying.

Traffic Sources

An important factor in increasing your conversion rates is to look at your different traffic sources.  Knowing how customers are getting to your Pitch Page is very important in figuring out what changes you can make to boost conversion.

  • Warm vs Cold – Whether your traffic came from warm or cold sources makes a HUGE difference to conversion rates! An example of warm traffic would be mailing your own customer list about your new product or using social media to reach out to your fans. Cold traffic comes from sources like banner ads, search engines, or pay per click advertising. By understanding what percentage of your traffic is coming from cold traffic, you may be able to tweak your sales copy to better speak to people who don't already know and trust you.
  • Affiliates – Affiliate traffic is often out of your control.  That’s why it's important to give affiliates the best training and tools possible to promote your product effectively. Letting affiliates know what has worked in your own promotional efforts and giving them pre-tested materials like banner ads will point them in the right direction.

Commission Tiers/Affiliate Whitelisting are features that are currently admin-controlled and give vendors the ability to select the affiliates they trust to promote their product. For more information about this feature, see the Commission Tiers: Different Commissions for Different Affiliates article.

Pricing

It's no surprise that pricing your product is one of the toughest decisions you'll make, and trips a lot of people up. Here are some important factors to think about when pricing your products:

  • Value vs. Cost – Although you might believe the information in your 5 page ebook is worth $40, customers probably won’t be able to see the value of spending that kind of money for 5 pages of content.  When pricing your product, it's key to think in terms of your target customer to figure out what price they would be willing to pay.
  • Competition – Look through the ClickBank Marketplace to review your competitors' products.  Knowing how your competitors are pricing their products will help you set a good price that will convert. You don't necessarily have to use the same price as the competition, and sometimes it's a good idea not to so you can separate yourself from the pack; just be aware that your price may not be what customers are used to seeing or paying.
  • Clarity – Stating the exact price of your product and whether it’s a recurring subscription will clear up any confusion the customer might have after they buy.  It’s also important to clearly show the price of your product and explain why you set that price.  A customer might be more willing to purchase a 5 page ebook for $40 if they knew the value in those 5 pages was worth that price.

Reputation

As an infopreneur your goal is to sell to the same customers again and again.  If you have a poor reputation within your space it’s highly unlikely that the customers will be willing to buy again, which in turn lowers your conversions.  This is why monitoring your reputation and becoming a trustworthy vendor is very important.  Here are some tips to foster a great reputation:

  • Provide a Guarantee – Customers will feel more comfortable buying if they are given a guarantee.
  • Use Testimonials/Reviews – Show prospects real testimonials from other customers who liked and benefited from your product.
  • Be Professional – Make sure the look and feel of your website reflects well on you and your brand!

Order Form Customization

Custom order forms give vendors an easy way to make the customer's buying experience as seamless as possible. By using this feature you can customize the ClickBank order form by adding your own graphics, images, and color schemes.  By doing this you make the customer's transition from your Pitch Page to the ClickBank Order Form less confusing. The customer is reassured by seeing the same graphics on both pages, and in our testing we have found that custom order forms increased conversions when compared to the default ClickBank Order Form.

For example, here is a standard order form:

This image shows the default ClickBank order form. It contains security badges, fields for the customer's payment information, a Pay Now button, and a summary of the order details. The background is all white, and the header bar contains only the ClickBank logo.       

Here is a customized order form with a header image and custom background color:

This image shows a custom ClickBank order form. It contains security badges, fields for the customer's payment information, a Pay Now button, and a summary of the order details. The background is white in the center and blue on the left and right margins. The header bar contains a vendor-specific image above the ClickBank logo.

As you can see the custom order form feature give you the ability to brand the page and make it more aesthetically pleasing for the customer. To learn how to use this feature, see the Custom Order Form article.

Most Importantly

TEST, TEST, AND TEST! 

In order to really know what is working and what isn’t, you must run split tests.  A split test (sometimes called A/B testing) is simply the process of making changes to various elements of your Pitch Page, sales copy, price and order form to figure out which combination of elements convert visitors into buyers the best. 

Because there are so many potential changes and combinations that can be tested, it’s important to run your tests on large sets of data to ensure the results are statistically significant.  Split testing is something you can continuously do to learn how to best increase your conversions.

Checklist:

  • Understand how to calculate your conversion rate
  • Calculate your own conversion rate
  • Study the tips to optimizing your Pitch Page and sales copy and implement the changes to test conversion rate
  • If you don’t already have one, create an attention-grabbing headline
  • Edit your sales copy to speak to your exact target customer
  • Ask your customers to provide testimonials
  • Create some WOW factor for your offer
  • Review your traffic sources to determine what is and what is not working
  • Review competitors' products to help you gauge what price your market is used to seeing
  • Customize your order form
  • Test, test, test!  Use the results you receive from testing to optimize your offer
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