Buy Buttons: Why One Is Not Enough

Writing by Brick Marketing on Monday, 28 of January , 2008 at 9:05 am

Kevin Gold makes a convincing case for making sure that readers who click on your pay per click ads know exactly what they are heading over to see on your landing page. Of course, he says outright - and I believe him - that some users will not read the landing page but just go straight to the offer. I was quite surprised, actually, to read what he said about it:

People will completing the form, completely ignoring the extremely clear call-to-action, copy, images and other qualifying elements and telling their stories why my client should give an extreme home makeover! Nothing - and I seriously mean “nothing” ever indicated a thing about giving away or signing up for the show!

In Gold’s example, his call to action had nothing to do with an offer to be on a show. It was clearly selling a product “as seen on the show.” Yet, people still e-mailed or filled out the contact form asking to be on the show. His company had nothing to do with the scheduling of the show. I believe this indicates that people don’t actually read the information on your pages. Some people will go straight to the offer.

If you sell a product or service online and expect people to click on a buy button, put at least two buy buttons on your page. Put one at the bottom of the landing page for the people who will read everything and put one at the top for the people who will read nothing. If your landing page is a long sales letter, put a buy button (or two) somewhere in the middle of the page for the people who will read some of the sales page, but don’t need it all. That way, you make it easy for people to buy your product no matter how much they read.

Category: Landing Page

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