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.
And we always want to try a new headline, right?
Before I did anything, I threw a bunch of traffic directly at Aaron’s sales page to see how well it converted. The short answer is, it didn’t.
Aaron sells a lot of books because of the excellent value he provides through his blog. I felt that he could sell even more if his sales page were optimized to better match the overall tone and presentation of his blog.
Take a look at Aaron’s current sales page.
I’ve redone the page, and on Thursday, Aaron will unveil it so you can see what I’ve changed and a bit of why. Plus, early next week Aaron will be interviewing me over on his blog.
We’ll then of course have to look at what really matters… increased conversions, or no?