7 Tips to Make Your Order Page Work Harder

So your prospect, Mary, is sitting at the computer reading your compelling sales letter. She's convinced she needs your product. So she clicks on the order link, with her credit card next to the mouse. She's taken to the order page. What she sees next makes her change her mind and click away. Can you prevent bail out at the crucial moment of ordering? You betcha!

Here are 7 surefire tips to make your order page work harder for you?

  • Check marks the spot. Add a check box with a big, bold "Yes! I'll take it! I understand I get blah, blah, blah." For extra impact, consider adding a red border around the box so it stands out.

  • Repeat yourself. Remove all doubt about what the prospect gets for her moolah. List all bonuses and the guarantee (if there is one). Include directions on when and how the product will arrive. Hold her by the hand and take all the mystery out of the order.

  • Be kind. Remind. We all want to feel like we made a great choice. You already know how cool your product is. Let her know it too. Something as simple as, "You've made a smart decision. Imagine how much your life will improve with this widget."

  • They like you! They really like you! The order page is a natural place for a stellar testimonial. As my friend Jonathan Mizel (one of the original Internet marketing pioneers) told me, "It's not over until they actually order." Consider adding audio as well. www.redhotaudio.com Studies show it adds a human element to your testimonials.

  • Type the easy stuff first. Psychologically the credit card fields should be at the bottom of the page after the prospect's name and address. Once she starts typing, the sales resistance goes down and the buy in begins. (Note: One Shopping Cart does this by default.) www.clickstartcart.com

  • Give 'em options. Some people are still nervous to reveal their credit card info online. If you don't have alternate methods of ordering like by fax or phone, you could be leaving a lot of money on the table. Marty Foley suggests you reassure your prospect that your security (SSL) has "bullet-proof encryption".

  • Wait! Don't leave! We all hate pop ups (and many are blocked - see the Resource below for an option). But they work. if the prospect clicks away, why not add a pop up box with another offer, like the downloadable version at a cheaper price? After all, she's leaving anyway. What do you have to lose? Tom Antion does this masterfully at www.wedding-toasts.org.

    • These improvements should take less than 30 minutes to put in place. Tiny tweaks to your copy go a long way toward improving your sales. Never stop improving.

    World class copywriter, Lorrie Morgan-Ferrero is the author of the highly acclaimed home study course, Red Hot Copy to Woo Your Target Market and founder of the online copywriting school Red Hot Copywriting Bootcamp, (http://www.red-hot-copy.com/rhcbootcamp.htm). Learn insider secrets to great copywriting from a pro who's been in the trenches with Lorrie's f^ree ezine, Copywriting TNT. Sign up at http://www.red-hot-copy.com

    In The News:

    pen paper and inkwell


    cat break through


    Free Websites & Why You Should Avoid Them

    It amazes me how many people try to build serious... Read More

    Building eCommerce Websites that Work - Part 3

    An interesting eCommerce success factor that isn't precisely overlooked, but... Read More

    6 Steps To Your Own Website

    A lot of people these days are interested in getting... Read More

    You Don?t Have to be Amazon.com to Achieve 12% Conversion Rates!

    That's right. According to a recent study by Nielsen/NetRatings, Amazon.com... Read More

    Writing Effective ALT Text For Images

    Anyone who knows anything about web accessibility knows that images... Read More

    A Beginners Guide to Server Side Includes

    An Introduction to Server Side IncludesBeginner? That's OK!While much has... Read More

    The 5 Biggest Mistakes Almost All Web Designers Make

    Huge Mistake #1: Creating a Website with Flash -- Did... Read More

    Effectively Using Robots Meta Tags

    The "robots" meta tag, when used properly, will tell the... Read More

    Business Website Building Do?s and Don?ts

    First, using a lot of web graphics, flash, banners and... Read More

    Five Reasons You Have to Stop Your Web Site

    That's right. Your method, behavior and strategy you are now... Read More

    You May Be Losing Valuable Traffic - And Not Even Know It!

    Here's something you may never have thought of before:If I... Read More

    Do Authors Need a Website?

    "I am a writer, not a business-person. I don't want... Read More

    Building a Web Site Requires the Right Software to Eliminate Headaches and Keep Money in Your Pocket

    When most people build a web site, they think one... Read More

    Stop Losing Precious Web Site Traffic to the Dreaded World Wide Web Black Hole

    You work hard to build traffic to your web page.... Read More

    New Years Resolutions: Is Improving Your Website One of Them?

    With the New Year upon us yet again, it's time... Read More

    Search Engines and Customers Want Focused Web Site Content

    How do you decide on the content, products and or... Read More

    Do You Really Need A Website To Succeed

    Rosalind wants to share her inspirational poetry with a wider... Read More

    5 Tips For A Better Website

    Having an eye catching website is great, but are you... Read More

    Website Imperatives and Solutions

    When you take a look at the most visited sites... Read More

    Seven Daft Things Not To Do To Your Website

    1. Splash pagesMost of the time splash pages are uncalled... Read More

    Website Strategy!

    A website lets you put your products in front of... Read More

    Should You Design Your Own Website?

    If you're anything like most small business owners, you probably... Read More

    Making Your Websites More Compelling

    The Internet is a remarkable publishing medium. With just a... Read More

    Revealing the Firefox Secret Used by Top Web Developers and Power-Browsers

    Profiles are one of the best kept secrets around regarding... Read More

    How Improving Your Sites Usability Can Increase Your Buyers by 40% and Boost Each Order By 10%!

    With all of the factors involved in designing and building... Read More

    Duplication vs. Individualism

    How can we add Word Rich Content to our Websites... Read More

    Making the Most of Your Website: Start with the Basics

    One of my most salient memories from when I sold... Read More

    7 Reasons YOU Need a Website

    1) A marketing necessityI still hear it said from time... Read More

    Website Content & Usability

    Writing for the web is totally different to writing for... Read More

    The Internet Road Map

    1) Data CaptureOne easy way to collect e-mail addresses and... Read More

    The Dos and Donts of Launching a Small Business Website

    Launching a new small business website is often a long... Read More

    Using Mini Websites - Powerful Way to Direct Marketing

    Mini Websites are the most powerful and cost effective solution... Read More

    Why Your Brick-and-Mortar Biz Needs A Website

    The internet has taken over our lives with a vengeance,... Read More