You’ve done everything: You researched and found a great market niche, secured the perfect problem-solving product, put together a great looking site and did all kinds of promotional stuff. The traffic, if not flooding to your site, is at least consistent.
There’s only one problem: No sales.
Everyone talks about traffic, but sometimes we forget that once the visitor hits your site, the sales process for the page has to be sound or you won’t make any money.
Over the next couple weeks I will be looking at the eight types of sites and what makes each type of site sell. This week we begin by looking at the single product site, in the next article we will look at what makes a store site sell, then we will move on to affiliate sites and end with subscription sites and how to maximize their potential.
What Sites are Considered Single Product Sites?
One item often confusing to the web marketer is what type of site do I have? A single product site can be any of the following:
A site that markets a single product. A site that markets a single service. A site that markets a small number of products, where each product is sold on a separate page. An MLM site where there is only one product. A site designed to support a newsletter–either to encourage people to subscribe or to sell advertising.
Some sites that are NOT single product sites:
A site designed to send people to an affiliate opportunity. An article bank site. A site selling multiple products on the same page. A subscription site.
There are several elements to a single product site that make it sell:
General Appearance
The single product sites that sell best do not have too much of a high-end or a low-end look. Some people call the look “mid-professional”. They are typically simple looking sites with a single sales letter.
The text on the sites is typically black on a white or cream colored background. The background around the sales letter is usually a contrasting pattern or color–but nothing busy or flashy.
Sights that sell do not use animation on their page and have mid-level graphics, often not “integrated” with the background.
1. A Single Sales Letter
Sites that sell will have a single sales letter–sometimes long–as their focus. The sales path (the path visitor is to take to the sale) is to read through the letter. The sales letter is written in the same format as a personal letter, beginning with “Dear Friend…” and ending with a signature.
Contained in the sales letter should be a name and phone number for the business, and most feel that a street address is better than a PO Box.
2. Supporting Pages
The key reason the single item sales page sells well is it builds trust between the visitor and company. Often this is best done using a familiar, “homey” tone and feel. As a result, there are a small number of supporting pages the single item site might find necessary to build rapport:
A page “About Us”–though this may be contained in the text of the sales letter itself.
Pages to document and support the various claims on the page.
A Frequently Asked Questions page.
An order page (VERY IMPORTANT IF YOU WANT TO MAKE MONEY!)
While there can be more, these are the basic pages you will need. Each one should “pop-up” using an HTML (not JavaScript) pop up when you click on the link so that the visitor does not leave the page until they actually work through the whole page. There should be no links OFF the page to anything else.
3. Several Ways to Capture Email Addresses from Visitors
A good site that sells will have at least two ways–along with incentives–for a visitor to leave his email address. These forms are tied to an autoresponder that automatically follows up on visitors until they become customers.
One of the best ways to capture email addresses of your visitors is through a pop-up window. Though some people are put-off by this tactic, most people will respond positively if the pop-up offers them something for free with real value.
4. An Exit Page Survey
This is a fairly new innovation and appears to be very effective. When a visitor leaves the site without buying, you give them the opportunity to complete a brief survey about why they did not purchase. In exchange for completing the survey, they are offered a tangible gift–like free software, a free audio tape or CD. It is important that the gift be tangible and be related to the topic of the page.
Let me give you a couple examples to make this more clear: If you are marketing a book on Dog Grooming, you might offer the visitor an incentive of a free pair of grooming shears for filling out the survey. If you market a custom made guitar, you can offer a unique guitar polishing cloth. The important thing here is that it be related to your product and tangible–not just a digital product–if possible.
Put these things on your page and you will most likely close at least one targeted visitor in 100–maybe even one in 50. You will be well on your way to making a boatload of money from your single product site.
Kevin Bidwell is owner of
http://www.All-In-One-Business.com/cg-bin/at.cgi?a=274293
Kevin just finished a complete report on building a passive
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