I want to share with you a few quick items to make sure you place on your download page to reduce refunds and keep your buyers happy. A download page is where you deliver a video or port that your customer just pays for. They might have just pay through PayPal, or CLICKBANK or one shopping cart but they were on your site, they left your site to pay and now they are back and it’s time to deliver their download.
You might have the download link and given them typical instructions but we want to make sure, first of all, that they know who you are. So place your contact information on your download page, preferably on every page to your site, so that people know what email address to leave a email on, may be even add a phone number which they can call and get a voice mail and leave you a message there to tell you if the order incomplete, or whether they aren’t just sure whether you respond, or for whatever reason they were not able to get the download, you need to know about it. And it’s better if you find out about it by an email than simply if they charge back the purchase, number one, add your contact information.
Also stay what name will appear on their credit card statement. You can find this out by logging in to your PayPal or CLICKBANK or your Merchant account. If you still cannot find it, email the company that handles your payment delivery and find out what appear on somebody’s credit card statement after they buy from you. Tell them what will appear on their credit card statement and also the exact dollar amount they were just charged. So that when that bill comes later on, they are sure this is the thing I bought and they don’t negotiate refund or charge back.
And one final optional step that you can take to make sure you reduce refunds is telling them what extra bonuses are coming. And this is very easy, just set up a second hidden download page then extra bonus and schedule that link to that download page to be sent out seven days from now after they buy. And that will go a long way towards reducing refunds. On the internet most people who are your buyers are good, so by providing contact information, telling them what will appear on their credit card statement, and telling them what bonus are coming up, will help them reduce the confusion of your customers and at the same time, reduce your refund rate.
Most people do not put too much thought into the download page. It’s just a place where you deliver the product. Someone already came to your site. They already decided they want to purchase an offer. They already paid you money and they were sent to this page to collect their product. Seems simple, right…, It actually is, as long as you make sure to avoid potential pitfalls. Don’t hide your download link from other people. Test your download link and put it into its own zip file. And if you have many different pieces and many different links on your download page, provide an “all in one” download.
When someone has paid you, the most important thing to them right now is to get access to the item you promised. That could be the video, that could be the report but we don’t want to hide what they came for. That means to center the text that says, “Download your report here.” Put it in huge letters. May be even draw an arrow point toward or have the words that say “Right click the report above, to save your report right now. If you have a video for sale, make the video automatically played as soon as someone comes to that download page, but make it super obvious and super simple that here is the thing you just pay for, here is how to get it.
A really important thing you should do is, pretend to be your own buyer or have a friend buy from your webpage just to see what experience they go through. You would be surprised because some payment processors take a long time to process the order, or you might have misnamed a file, so when somebody pays you, they don’t end up on a download page. May be they do end up on a download page but you’ve misnamed the zip-file, so you know, they see the thank you message, they can’t actually download the thing they actually pay you for. It seems obvious but it will really help you out if you have somebody pretend to be a buyer, buy from you and make sure everything is ok. And that also includes downloading a file! Because you might have included a corrupt zip file or the download process might be too involved. Just imagine if you had 16 parts video training course, you might think that it’s a good idea to put each video in its own individual zip file. Well, that means that when somebody buys from you, they have to save 16 different things one after another. Not very fun, right… But what if you offered all 16 pieces, on their own, plus an all in one, giant, zip file. That way they could save first couple of videos, and start watching them, but while they are watching those first few, download the entire package at once. And those are some easy things you can look for adjust on your download page to make sure that your customers are happy with the purchase they just made, so that they will continue to read your emails and look for promotions and buy from you again, at the same time produce the customer support you have to deal with.
It’s true that a lot of marketers leave money on the table by offering something for sale while in the download and not rolling any other offers. This might be true but this can also be true with people you know, and that’s how you can monetize the download pages of your friends, your affiliates and even your competitors.
First of all it can’t hurt just to send a quick email and ask if your affiliate link to your product is a good match for their download page may be you just buy from that person, you notice that may be on the download page they don’t have an up sell. As if they are going to sign up for your affiliate program and place that special link on their download page. That way someone would come to their site, buy from them, and on the download page, they link to your offer, and if they buy from you that original product seller will get the commission plus you get that extra sale and extra lead as well. If you have an email auto responder that allows for affiliate tagging you can place your opt in form, your email sign in form on someone else’ download page. What this does is it allows new people to sign up for your list and if it ends up leading to a sale you’ll credit that person who referred that subscriber to your list. That means that someone will buy from your competitor, on their download page they’ll see your email form with some kind of free gift or other offer and if and when they buy from you, you get the sale and that competitor gets the commission, even though the subscriber might have taken weeks or months to buy.
And finally, if you are getting trouble for someone to agree to place a link to their download page try offering them a small monthly fee on top of an affiliate commission that you are providing because any extra sale from this joint venture is a potential buying in the future. So even if you break even on the sale of the original product it does not cost you anything. That means you might have to offer 100% commission, if the product is $20 and someone just for sale, may be that person gets all $20, may be you offer a monthly fee and 50% commission, which means that, that person gets $10 for sale, but regardless of the sales or not, you pay them $20 just to have your link on their download page. This might seem a waste of money at first but, no new sales is coming in without affiliate id, stop paying them the monthly fee and they can remove the link if they want because that has not been shown to be a venture that makes sales.
Monetize other people’s download pages with an affiliate link, with an “opt in” box or a crazy offer such as 100% commission, or a monthly fee plus an affiliate link.
However someone pays you money online, they are automatically redirected to your download page. This is great because the delivery of your digital product is automated and action of them paying you is automated as well. It’s an auto-pilot system. But there are always ways we can change things around and get a little more money out of every transaction by adding a little something to our download page. If all you are doing is delivering a link or download on that page, you’re missing out some extra sales that you could have had. You can link to another product. You can add a banner ad to an affiliate product or just deliver a follow up sequence after they download.
It’s very simple to link another product or an affiliate product as soon as someone buys from you. You might just have one e-book or one report or one video for sale and that’s fine. Do a search for your affiliate. Go on Google, type in your niche and the word affiliate, or search the CLICKBANK marketplace, or contact any of your friends, see if they offer an affiliate or referral program where you can send your buyers to them and if they buy the other product, you get a commission.
If you have another related report or video, it can’t hurt to introduce your buyers to this. There’s nothing wrong in asking for a second sale. So, if someone just bought from you today, prove your buyer so they are not going to get offended if you try to help them out even more. You can easily link to either one of your product or an affiliate product. And what’s great about these affiliate products is, they have a product called affiliate centers, where they will supply you with things such as graphics, or banner ads to place on your blog or on your download pages. To take advantage of them, grab one of these banner ads, and make it a link to this other person’s product as an affiliate link. It will look more official than a simple text link. And finally, some of these affiliate centers also provide you with simple copy and paste emails to your blog post, to send to your subscribers. Just take these and place them on your auto-responder sequence for people who have already bought from you. This way you can get people to buy from you the first time. Out of the year they are proven buyer then, convert on someone else’s offers. Monetize your download page by linking to another product or affiliate products, add a banner ad or set up a follow-up sequence for the buyers after they download.
With a download page you completely automate the delivery of your product. If someone sees your webpage, they click, they buy they are set to your download page to pick up your product they just bought. But there is an easy way to get a little more money out of every transaction and that is to offer what’s called an upsell. That means someone just pay you money and you’re giving them additional offer. It doesn’t necessarily have to be a higher price. It can be higher price or same price or lower price. The point is that there is a second offer in addition to what they just purchased. And what’s interesting is that you can than continue this and create multiple upsells and make it so when someone pays you money, you say, do you want this offer and they say no give them another thing and if they say no, and finally give them the download page.
But the question is, how many upsell offers should you really provide, Is 5 too many, Is 10 too many, The answer is yes to both questions. If you’ve ever been through up sell hell, than you know what I mean. You pay someone one time and you have to say no to this offer, no to that offer, NO-NO-NO again to multiple offers just to get to that download page. Even if that helps to convert slightly better, it’s a bad customer experience and will hurt your income in the long term you want to build your relationship with your customer instead. That’s why if you want to offer something else, on the download page just have one upsell. Someone buys and you would say, do you want to upgrade to this extra package, If they say yes, great! They can pay. If they say no, take them directly to the download page. And you don’t even have to get this fancy, you can simply cement thee download and underneath the download link, link them to an additional offer. And if you capture someone’s name and email address after they buy, you have their information and you can send them an additional offer in a few days either manually or with a follow up sequence.
If you have an upsell on your download page at all, limit yourself to just one to avoid upsell hell, link to it after they download, if you can and remember that if you are having your buyers sign up to your auto-responder, you don’t necessarily need to deliver an upsell offer right away.
When you are setting up the digital delivery of your product, you can either set up the membership site or a download page. How do you know which is right for you,
Download page is the quick and easy solution. If you want something to setup in next few minutes and it’s a temporary page if you haven’t made a few sales of your product yet, but a download page is a good starting point to link to a video or downloadable materials that someone just bought from you. The sequence is, they see your sales letter. They click on payment button, and after they have pay they are sent to your download page. Where you then say thanks for your order and you link to whatever zip file they need to download or play or whatever video they should be seeing. It’s easy to setup but it’s tough to update. Because if you want to improve your product you have to go back, upload a few file, change the link, and notify your buyers of the new change. It’s also tough to drip content out. On few of my site I like to set things up where somebody pays me money once to get one thing but every few days he gets something new as bonus as a surprise and it’s difficult to do that with the simple download page. Plus it’s easy for others to copy that exact URL web address and share it with their friends.
A membership site requires a little more setup but there are bigger benefits to that. It’s more secure, which means that it’s tougher for others to share links. Because they also have to share a username and password and there are built in tracking in most membership software, such as wish list member where if same user account logs in from two mail locations it will temporarily freeze the account. It’s also easy to drip content with plug in such as WPDRIP and setup a membership site where someone joins and they get their first piece on content, but get something new every few days. But the membership site needs a little more setup, but there are little more advantages and which should you use. The answer is you should choose both. For now, set up a simple download page, so your buyers have some place to go. And after you’ve got few sales, you can now justify the cost and the time of setting up your membership site to secure it and to drip out your content.
If you are not yet ready to setup a full fledge membership site or shopping cart, you can easily get setup in just a few minute and have a website created where someone sees what you have to offer they click and pay and they are immediately sent to a very simple webpage where they can download that thing they just pay for. It’s actually easier than you think, just make a webpage that links to a zip file, contains an email opt in form for update and then promotes an additional offer. First you need to zip up the things you’re offering, that way people can easily download it to their computer. This means if you are offering a video and you don’t know how to embed it on a webpage. You can have the download reversion, just take the video file, right click it, go to send to, then create a compressed folder, that will create a zip file or basically a package that puts your video inside it.
Likewise if you create a PDF report and you simply link directly to the PDF and someone clicks on it, it will open up in their browser. But if you want people to save it, put the PDF inside a zip file and link to that zip file. You can use any use any HTML editor and any webpage template to create a hyperlink to that zip file on your web server. Somebody loads that download page after they buy from you and the first thing they just see is the link to what they just bought. Underneath that, step two, you should have, sign up for updates. If you have an email auto-responder such an Aweber, you can make a separate sub list of just your buyers. And put the form on the download page so that the only people who can sign up for this buyer’s update list are people who paid you money!
So far we have step 1, download your zip file, step 2, sign up for updates, and finally add step 3, promote another offer, make it the next step. If you offer a beginner’s course on word-press then find someone who offers the advance course sign up as an affiliate and link from your download page directly to this additional offer. And that’s your download page!
Step 1: They download.
Step 2: They register for updates.
Step 3: They check out the next logical offer you have for them.
When you are taking payment on the internet, you need to have a payment processor. This is a service that will collect you customer’s credit card information and to tell you if the order was successful or not. Locally setting this up is fairly easy and all you have to do is create a sales letter, and a download page. And after somebody pays you it simply redirects them to the download page. And they did not pay you it does not redirect them to that download page.
You have a few choices out there about, what payment processor you should use, lets figure out which one is right for you. Your choice is basically PayPal, Clickbank or your own merchant account. If you’re not sure, start with PayPal. PayPal has a very easy setup process, it’s free and once you are proved, you can create as many buttons as you want and sell as many products as you want. You can get setup in a few minutes. The only drawback to PayPal is that it does not have a built in affiliate program which means you cannot set things up where other people recommend your product to their subscribers and customers. For that you can use Clickbank.
This service has its own pros and cons. First of all it does have a built in affiliate network. Which means as long as you sell on Clickbank, literally, anyone can promote your product for 50-60% commission. The problem with click bank is that, they handle most of your customer support for you. So, if customer wants a refund, they can contact Clickbank directly. And to pay for these customer support costs Clickbank takes out a slightly higher fee or percentage out of every sale and this is how services like PayPal and Clickbank make their money by taking out a tiny processing fee out of every transaction the other thing with Clickbank is that they do require you to pay $50 as a setup fee but it’s only one time. And after you’re set up and after you’ve set up they will have to approve every additional button or every additional product you have for sale. And this process takes a couple of days. But the thing about Clickbank is that all these extra affiliate sales are just that!
Extra… The sales you would not have had if you stayed on PayPal. That’s why I’d recommend you start with PayPal and move to Clickbank. And then there is an option of having your own merchant account. Which allows you more control, for example allows you to take credit card payment directly onto your sales letter instead of requiring you to link and to be able to click over to that service, but there’s higher fee and more risk, risk of you to losing that merchant account, there are more restrictions, and you have to keep money in the bank for the longer period of time. That’s why I would stay away from merchant account for now and start off with PayPal and once you made a few sales then I would Clickbank to have an affiliate program and in the future if you grow big enough think about having a merchant account.
Testimonials will help your sales letter because it shows that other people have taken an interest in what you have to sell and that they have received results from the product you’re offering. Let’s talk today about how to get testimonials, how to add them, and how to format them.
First of all, in order to get testimonials you need actual buyers. I’ve heard people recommend that you give out review copies which means that you might sell a book for $20 dollars but you will be handing it out for free in exchange for a review. But the problem with this is first of all if no one gives you a review, you’ve given these books out for nothing and the best review I’ve received are from real buyers.
That’s why I would recommend that you launch your product at first with no testimonials because they are not required. And, after people buy, follow-up with them individually to get a testimonial out of them. Then when you follow-up, how do you get this testimonial, It’s simple! Ask three questions about their experience. It doesn’t even matter what three questions, ask three things and this means that they’ll have to respond to you with at least three sentences, usually more.
You take their response, remove the questions and now you have a thoughtful response. These can be any three questions such as, what did you like the best about this product, What was the easiest part and what would you recommend other people can get out of this, Easy! Three questions, three different answers and now you have a detailed review. Once you have that review, you can put it on a webpage and I would recommend you put it inside of its own box.
I prefer blue boxes and take their best phrase and make it the headline of that box. For example, if you had a product and someone used it to sell a house in two days. The headline might be “Sold My House In Two Days!” And, that is a part of the length of your review they say but now it is easy to scroll around and see what that testimonial is about. Another thing that really helps is to have their picture and full name because we’ve all seen sales letters where the testimonial was from “Suzy T” and it looks made up.
We want to prove as much as possible that these people giving testimonials are real people. When someone gives you a testimonial, ask if they have a picture of themselves. Add them to Facebook, see if they have a picture there. Get any picture of them to prove they are a real human being and list their first name and last name. No initials, full first name, full last name and if they have a website url, a dot com name. List that as well but do not link to it. We’re listing that to prove not only did they leave this review, they have a full name, they have a picture, and they have a url. And, that is as simple as testimonials have to be.
Making a video and adding it to your sales letter is hard. Split testing takes awhile but one very simple improvement you can make to your webpage is adding an audio button. It takes you a few minutes. It makes you look more professional and it keeps people staying on your webpage for those first few seconds.
Adding an audio button is easy. We’re going to use the WP audio player script to add to our webpage. We’re going to use the Logitech USB Clear Chat Headset to record it and Gold Wave to save the file. And you’re going to be reading what you see on the webpage.
The WP audio player script is a file you upload and a piece of code you put on your webpage that says, “Find this audio file, this MP3” and play it directly in their browser. All you have to do is download the stand alone version if you have a HG mail sales letter or install the plugin if you have a WordPress sales letter, and now it is ready to play your MP3 file. But we have to record that MP3 file first. For that we will get the $35 dollar Logitech USB Clear Chat which you can buy on Amazon, and it will record anything you say in fairly good quality.
Then you can get the shareware program Gold Wave, hit the record button, speak then save as an MP3 file. Now that you know how to record an audio file, upload it and play it on this webpage player. What do we say, Very simple! Open up your webpage, read the headline, read the first few paragraphs introducing yourself and then find a place where there’s a cliffhanger and transition into telling people to continue reading the webpage.
That way you’ll have your shocking statement, you’ll begin telling the story but they have to keep reading the webpage to get that story. We want to limit our audio button to about one minute in length to avoid being too long and we want to read the exact text we see on the webpage because the whole point is to get them to start reading. It wouldn’t make sense to show one thing in text and read something else in audio. Read what you see.
And that’s how to add an audio button to your sales letter. Use WP audio player as your player. It’s free and even though it does work with WordPress, there’s also a stand alone edition for regular sales letters. Use the Logitech USB Clear Chat Headset to record your audio and the program Gold Wave to actually record it and save the audio file. Read the headline, read the first few paragraphs then tell people to continue reading the page to get more information.