We’re winding down the actual funnel creation phase this week. Today’s offering is the OTO (one time offer) page.
Just like all the other components of the funnel, the upsell page needs to contain a hook, a story, and an offer.
The hook is the headline. The important thing is to keep the buying loop open. Let them know their purchase is not complete. Don’t thank them for buying and then send them directly to the download page.
The story component should be a video, text, or a combination of both. Regardless, it needs to be much shorter than the sales page.
Just as you do on the other pages, you then present the offer. But here’s the thing. If your offer is in some way, shape, or form related to ecommerce, it’s okay to offer more of what they just bought. For example, if you’re selling a tube of toothpaste, it’s okay to offer four more as an upsell.
If it’s information, NO. You offer the next logical thing they need. If you’ve sold them a book on weight loss, it doesn’t make sense to sell another book on the same topic. What is it that you want them to buy next? Make sense?
Lastly, and Russell has tested this, a sales letter with a sales bump followed by no more than two upsells is best. He’s tested it, and three or more upsells lowers conversions.
So we finish up the funnel itself tomorrow with the thank you page. Check back tomorrow.
Until then. . .
Just take action.