A marketer works hard to get people to their order forms... but the big challenge is how to minimise the chances they will leave the page without purchasing. They have shown they are interested by actually landing on the page, but there...
A marketer works hard to get people to their order forms... but the big challenge is how to minimise the chances they will leave the page without purchasing.
They have shown they are interested by actually landing on the page, but there are a number of reasons why prospects back out at the last minute.
One of the biggest reasons is some people are nervous about ordering online or they are worried it’s not a real company... particularly those over 60.
There was a test conducted in Russell Brunson 108 Split Tests book where they initially added a phone number to the top of the page. They noticed a lift from just doing that pretty quickly.
Then they took it a step further... by also adding an exit pop that offered a discount when visitors showed exit intent... but that didn’t seem to make much difference.
They then tweaked that exit pop so that instead of a discount... it asked them “if they are nervous” to order online... if so please call this phone number”.
On top of that they also added some emails also aimed at the “too nervous to order online” angle and to call a phone number to place their order.
BOOM! That worked... by adding phone numbers in those 3 places they were able to increase sales by 65% by adding a phone option.
So I assume this page was getting a lot of traffic... which means a lot of money.
Now, it’s worth pointing out that the market was supplements... and this will work better for some markets than other markets.
But if you are comfortable with adding a phone option for people to buy from you... I think it’s well worth an experiment to see what happens.
My personal opinion is this would work better for physical products than digital products... and better for older people compared to younger people... but who knows?
I think the key takeaway here is to offer as many options as possible to make it easier for prospects to follow through and buy. (Credit Card, PayPal and phone)... and to also make your pages look like you are a real company and not some fly by night snake oil salesman.
As a rule I think you should always use exit pops on order forms and OTO pages to try to save the sale. (But only show the pop-up if they show exit intent).