This is a guest contribution from Marcus Maclean, of The Million-Dollar Case Study.
Over the years, I’ve created and sold several “how-to” information products online, but none have been as successful as The Million Dollar Case Study. Within days of launching the site, I made $7115 from the first 85 unique visitors.
Since then the site has continued to grow steadily, and I’m still amazed at the conversion statistics. Currently, the squeeze page converts at 67% and the video sales letter at 8.2%.
If you’re struggling to convert browsers into buyers, here’s the exact strategy I’m using. It works in any niche, but it’s particularly effective in competitive, popular niches.
First Off, Your Product And Market Are Everything
Without a doubt, the number-one factor in my success so far is the product and market. The reality is, people in the “make money online” niche are ready and willing to spend money on products they like. Case studies are generally popular in most markets, but especially so in the internet marketing sphere.
If you have lots of traffic but very few conversions, I would take a good long look at your niche and product or service. Ask yourself honestly, “Are there enough interested buyers around?”
If you’re not sure, I highly recommend paying a visit to the ClickBank marketplace to find out. Simply find the category you’re involved in and see if there’s lots of products with a decent gravity (more than 20-30). If there are, you’re in a good niche; if not, that’s your basic problem.
Ignore The Crowd
The single most important factor in improving your conversion rate is your sales letter. If it works, you have a license to print money. If not, again, you’re fighting a losing battle.
The good news is, it’s very easy to get a sales letter or video to convert, but the key is to go against the grain. Most internet marketers copy each other and that simply doesn’t work anymore.
This is the simple process I use that works very well:
First off, I interrupt the same old, same old. Most people expect to hear a long boring sales pitch or a hyped up motivational success story. So I do the exact opposite. I get straight to the point and reveal exactly what my product does, and more importantly, who it can help and who it can’t.
I’m honest about my intentions. I have no idea why most marketers “hide” the sale until later in the sales funnel, when all you have to do is let people know that you’re in business to make money. Everyone knows that anyway, and it makes it a lot easier to ask for the sale.
Authority, customer advocacy and hope are my most powerful weapons. I’m not afraid to assert myself as a leader, let people know that I have their best interests at heart (because I actually do) and inspire them to take action.
My product is unique, different and interesting. If you’re just another “me too”, it’s very difficult to stand out in today’s marketplace. That’s why I created a case study; instead of teaching people how to make money online, like most people do, I’m just showing what works.
Finally, I use an ultimatum. This strategy is controversial, but it works. I force people to make a decision by giving them a deadline to buy. If they remain indecisive or on the fence when the time limit expires, I simply take them off my list.
The Real Money Is Made On The Back End
Membership sales have steadily grown since launching The Million Dollar Case Study, and it’s nice to have a regular, passive income, but the real profits come from coaching fees.
The truth is, your front end offer very rarely makes much money, especially if you’re paying for traffic. So the key is to offer a high ticket product or service on the back end to make up the difference.
As long as you’re providing genuine value to your customers, and you’re being open, upfront and honest about your expertise and how you can help them, it’s a fantastic way to earn a living.
One Other Thing – I’m Passionate About My Niche
I’m a firm believer in selling products and services you care about, that you’d personally buy yourself. If you’re not successful online, that’s something you should definitely think about.
In the past I’ve sold products in the weight loss and search engine optimization niches. They sold well, but it was always difficult to motivate myself during the tough times.
Once I started doing what I loved, and selling products and services I believed in, it made my job a lot easier. And besides, your customers can pick up on your enthusiasm, so I believe this is one of the most important factors in determining your conversion rate.
And That’s It
As you can see, it’s not hard. If target the right market and sell what people buy, that’s 90% of the battle. Of course, split testing different elements on your page is important (headline, sub headline, benefits, testimonials, the call to action button and so on), but at the end of the day, if no one wants your products or services, you’re fighting a losing battle.
Marcus Maclean is the founder & CEO of The Million Dollar Case Study, a live video case study detailing exactly how he’s building a brand new million dollar membership website from scratch. To watch the case study unfold, click here.