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How to Evaluate a Sales Page

By Colin Clifford

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Published: 18May2007
Word count: 669
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If you are an affiliate looking to promote a product it is very important you are not wasting your time and money on a poor quality product or poorly promoted offer.One key factor in this is the sale letter the merchant provides.

What is a ‘Sales Letter' Definition:The tool that a direct marketer uses to turn a prospect into a buyer.

So when we look at evaluating a sales page there are two element.

The Offer
what they are selling at a justified price and this is broken down into 4 parts. Product,price,bonuses and guarantee.

The Copy
This is everything that surrounds the offer.

A strong offer is vital we can fix a weak offer by adding our own bonuses but thats much more expensive than fixing weak copy. With weak copy you can setup your own pre sale page and promote the strong offer that has great value and bonuses.

So now we need to Analyze Quality of the Offer:
Bonuses

* Are there bonuses (added value) included?
* If there are bonuses do they have a value associated with them? (eg.worth $47.97)
* Is there a Graphic of the bonus? ( people like to see what they are buying even if it is a downloadable product)

Product

* Is there a graphic of the product?
* Is there a value associated with the product that is higher than the price?(eg.was $299 now $97 limited time only)
* Is there a specific value to the product?(eg.$29.95 instead of $30)
* Is there an impending event,limited time offer or other call to action used?
* Is there a risk free guarantee?

So now we need to Analyze Quality of the Copy:

* Does the headline start off with benifits to the customer?
* Questions are often better sales converters than statements. Does the sales letter contain questions?
* Headlines in quotes are more powerful (even when no one is quoted). Is the headline in quotes?
* Is the sales letter broken up with subheadings?
* Do the subheadings expand or state additional benefits or describe key features?
* Longer sales letters generally convert better. Is the sales letter long?
* Does the sales letter contain benefit bullet points?
* Does the sales letter contain feature bullet points?
* Does the sales letter contain testimonials "social proof"?
* A PS/PPS/etc are some of the most read sections. Does the sales letter contain a postscript with hot benefits?

Let's look at the Buying Process:

* Is the purchase price at least half-way through the letter?
* Is there a summary of the offer and benefits just before the price?
* Are there buy buttons located in several different places in the letter?
* Is it really obvious where the cusomter should click to purchase?

Has this sales letter got Confidence Builders:

* Does the sales letter contain conversion enhancers such as a BBB logo?
* Or a HackerSafe Logo?
* Or a Icop Logo?
* Are the credit card and other processor logos located near the order button?

In all the above sections we are looking to get a yes to as many of the questions as posible. Which should produce a quality sales letter that converts to more buyers of the offer.

Lets look at some Negative Factors to take into account:

* Is there an email squeeze, either on the letter or as a pop-over box?(eg.entering your name email address for newsletter subscription)
* Choices prior to purchase delay purchases. Is there an up-sell or other version selection prior to purchase?
* The sales letter should do nothing but sell one product. Are there "traffic bleeds" from another sales letter?
* Is the letter garish in choice of color or visual features (such as blinking text)?
* Does the sales letter contain an affiliate link?

You are not going to find a perfect sales letter but if you can find one with a good product, quality copy, and value for money bonuses, with few negatives your have a very good chance of converting that traffic you send to it into buyers.

How to Evaluate a Sales Page You are not going to find a perfect sales letter but if you can find one with a good product, quality copy, and value for money bonuses, with few negatives your have a very good chance of converting that traffic you send to it into buyers.

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