Page layout and compelling copy are a very important component to a great sales page. I've read numerous fantastic posts on the subject.
Yet, the issue I'm going to talk about today will not cover that. I'm going to to share a process flow step that many skip and that most guides on creating great sales pages do not cover.
The tip is simple:
Check your functionality before publishing and promoting.
Once you have your page totally set up and it is also hooked up to your shopping cart and corresponding thank you pages, test them! Pretend to be the customer and go through the entire process looking at all links, autoresponders, etc.
The Customer Experience
I lost an hour of my life tonight because of someone that did not have his team do that.
This particular person is well known and has a team that could have done what needed to be done to prevent that.
Here is what happened…
I have been on the email list of a well known coach for a few years. He emailed out about a $7 report that was of interest to me, so I clicked the link and made the purchase.
So far, so good.
I was taken to a thank you/up-sell page. The up-sell was a membership site program.
I was curious about what was included, so I clicked the link to learn more.
Unfortunately, I was then shown a 404 error page. The link did not take me to an active page.
That was bad enough, but the story did not end there.
I went back to my email and saw the invoice for the $7 report as well as 8 invoices for a $297 membership site.
I logged into my bank to find hundreds of dollars taken from the account from this company for a product I did not purchase.
Needless to say, I was not pleased.
I emailed immediately and started calling the company.
Customer service did not answer.
Then I called my bank, explained the charges in error and had my card put on hold.
Tried dialing the company again. Got no one.
Ended up dialing and trying every extension mentioned in the initial message and reached someone on the 7th try. (woohoo! On a Friday night, that is not likely.)
I explained my situation and he explained how to submit a ticket.
The refund emails came through shortly after that.
As of this writing, my bank still shows charges and I'll spend time tomorrow logging in to see that the charges are actually removed.
What a waste.
Why Care About My Story
The customer experience on your site is part of your brand. How easy it is to sign up for newsletters, make a purchase or even share a comment on your blog all reflect the type of service you would provide for your high-ticket programs and services.
What kind of impression do you want to give to your customers/clients/readers?
Every time we launch something from our shopping cart, we test it. I usually have a friend make a purchase and give feedback about the experience. Yes, it does charge their card. When we are done testing, we make a refund. In the end, we know it works the way we want it to.
If you want them to know how much you care about them, test your site or delegate it to someone else.
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