Traffic Conversion Secrets Lesson 2 - 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 youve just purchased product xyz, we have a
special offer for you and dont 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,
youve now made a $54 sale.

Why not offer the resale rights for $54 upfront instead?
Because testing has shown that youll get a lot more sales
with the OTO than asking for the $54 at the start. You see,
theyve already bought the $27 product. Now, its just a
small extra amount and that is more likely to get accepted.

So, lets say you make 100 sales at $27, thats $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, youll 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, youll 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. 



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