As I promised a while back, we’re going to take a look at how presentation and organization of sales copy can make a big difference not only in how your sale page is perceived, but also in how it converts.
Aaron Wall is a leading authority in the search engine optimization field. His 328-page, continually updated SEO e-book is indispensable reading for anyone who markets online, and I’m a proud owner.
Likewise, Aaron’s blog is a treasure-trove of information, and I believe that the vast majority of his success in selling his book stems from his blog. The content is great, and the design by Chris Pearson provides a stunning presentation to the blog itself.
Like any smart online information product publisher, Aaron also has an affiliate program. Affiliate traffic is a bit different than repeat blog readers, in that affiliates want to send visitors directly to the sales page in the hopes that the traffic will convert to a sale right away.
This is where I think there might be a problem. From a presentation standpoint, the sales letter just doesn’t seem to fit. Plus, while the story Aaron is telling is on target, the organization of the copy elements might benefit from some tweaking.