June 22, 2017

Tapping Into The Power of Multi-Page Online Salesletters

Greetings!

I recently had someone email me and ask about using a single webpage salesletter versus a salesletter spread over multiple webpages (aka multi-page salesletter).

I’ve decided to share my answer here and expand on it a bit more.

The idea behind a multi-page website is the reader has to click a link to keep reading.

You’re trying to keep them engaged the whole time. It mimics a multi-page direct mail piece where the reader gets pulled into the copy more and more as they flip from page to page.

The problem is online, you’re asking the reader to take multiple actions… click the link to move onto each and every consecutive webpage… and then eventually click on the order button.

That’s WORK for the reader and you will lose a certain amount of your readers at each page for that reason alone.

If your sales copy doesn’t keep them interested enough to click the link to go the next page, you will lose a portion of your readers from uninspiring copy as well.

For example… instead of saying ‘Next Page’ to transition from one page to the next, you might have the copy lead into a sentence like this (and make it clickable):

“That’s when I realized…”

My advice is to do it the same way I would do it: Write the sales letter as one long webpage. Then I look for spots in the sales copy where it makes sense to move onto the next page and still keeping the copy flowing.

A great example of this is best-selling fiction novels… the last sentence of a chapter is frequently a cliffhanger that gets you intrigued. You have to find out what is going to happen next… so you start reading the next chapter to find out.

Set up each webpage as a separate testing campaign.

If your sales letter is spread over 5 pages, then you’ll need 5 different campaigns. A lot of marketers are currently using Google’s multivariate tool, but I prefer to use the one I had built years ago called Easy Multi Tracking. Mostly because there’s no learning curve for me to continue to use my own software and I know that software like it’s the back of my own hand.

Back to testing.

Testing will make it easier to track your data. Set up the testing elements and their variations inside each campaign. If you’re testing something like the opening headline on a page, you’ll want to know which version is converting best.

Just as important, you’ll be able to quickly see what percentages of your unique visitors are leaving after each page.

For example, if your first page gets 100 unique visitors but the second page only gets 60 unique visitors, then you’re losing 40 unique visitors (or 40%) of your traffic on the first click through. That should point your sales copy needs improving on the first page to lower the attrition rate.

If you’re not an experienced marketer, especially with online testing, then I don’t recommend trying a multi-page salesletter. A multi-page salesletter can put a lot more testing data in front of you that you’ll need to study.

You’ll probably find it less overwhelming to keep the entire sales letter on one webpage and set up all of your tests on that page. Even if you’re only testing 2 variations (A vs. B test) of each element, you can use multivariate software like mine to run multiple “split” tests on the same page all at once.

That’s what I’ve done in the demo video for Easy Multi Tracking. I’ve set up a test with 5 different elements, each with 3 variations, being tested all at once. While I did that to demonstrate the power of the software, it’s something that multivariate testing (regardless of the tool) can do.

But regardless of what testing tool you use, just get started with testing. In terms of traffic, I recommend a minimum of 100 sales or opt-ins per webpage before you draw any conclusion on your testing results.

That’s all for now. I welcome your feedback and comments below.

Until next time,

Mike

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