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Converting Product Page Via Email
Your product page can never convert as well as a personal email.
A product page and a personal email can carry the exact same facts about a product and still land completely differently.
A product page is a public artifact. It wasn’t written for you, and it wasn’t written by any specific person. It’s just content a brand has put together to describe a product they are selling.
Now imagine that you visit a product page. You don’t convert, but leave your email address with the brand.
3 days later, you receive an email from Steve Smith, and it starts like this:
| Hi, Lorenzo. You visited our site recently, and it looks like the product that caught your attention was [product name]. Not everyone in our company likes [product name]. For example, Jessica, who works in our customer service team, doesn’t like it. But I like it, which is why I’m sending you this email. [Then you describe the product and why you like it so much]. Now, you’ve never tried [product name], so you can’t be 100% sure it’s as good as I’m making it sound. Here’s the deal: you have my email address. If [product name] isn’t as good as I’m making it sound, email me within 60 days of receiving it, and I’ll personally make sure you get your full refund. |
Don’t you think this email is more convincing than a product page? I think it is.
Are You a Marketer?
I suspect you are, because why else would you be reading an article with a title like this?
And if you are a marketer and liked this article, boy, do I have something fun for you.
Revealing It All
In our marketing lab 🥼, experimenting 🧪 for the last 17 years, we’ve discovered that one reason marketing campaigns fail is because they try to do too much.
Site visitors fall into 3 groups:
— Ready to buy
— Will never buy
— Interested, but need a little more convincing
The 3rd group has the biggest revenue potential.
Evidence Our Formula Works
This strategy mentioned above isn’t a theoretical framework. It’s the base formula for all our conversion work for clients. This marketing framework can be used to boost sales for sports products. To sell skincare products. Pet products. Consumer electronics. Athletic gear. Back pain solutions. Food items. High-end cooking tools. Plant growth soil.
Does the sales pitch always need to be shown as a popup? Nope.
It can also convert cold Facebook ad traffic, improve mobile conversion rates, generate calls, optimize your most important landing page, etc.
It can even be used to improve your overall conversion rates.
Converting Interested, but Need a Little More Convincing Group (With Examples)
Explained in this👇🏼 Nine Truths article:
