Secrets of Copywriting as it Applies to the Order Page

Your prospect has clicked on your ad, entered their information into your squeeze page, received your autoresponder messages, clicked through to your sales page, and from there have clicked through to your order page.  By the time your prospects reaches the order page they are really lukewarm and ready to buy.  Notice that I’ve said that they are ready to buy.  The job is not done just because they reach the order page.  In fact, 50% of the people who reach the order page don’t buy.  We would like to lessen that percentage.  There are several secrets listed in this blog post that you can do on your order page that will push the prospect into becoming a customer.  

Safety First

One of the things that you can do on the order page to ensure that there is a sale is to reassure the prospect that they are safe. People feel vulnerable when they are purchasing something.  Especially if they are purchasing online.  Make sure that you are offering a secure order form and a money back guarantee.

Back Up the Buying Decision  

A second thing that you can do on the order page to ensure that there is a sale is to construct the page in a way that it backs up the decision to buy.  The order page needs to be nurturing and needs to reassure the buyer that they are not going to feel badly after the purchase with feelings of buyer’s remorse. On other pages in the sales funnel you want to be exciting and stimulating.  Not on the order page.  The order page is where you want to take great care not to screw up all of the work that it took to get the buyer this far into the sales process.  This is the page where you want to reassure the buyer that they have made a good decision and to list the reasons why the buyer is making a good decision. 

Use Affirmative Copy

A third thing that you can do on the order page to ensure that there is a sale is to use affirmative copy.  Affirmative copy is using the inner dialogue of the buyer in your script.  Imagine that a little balloon is floating above the heads of the buyer that is filled with their thoughts just like in a comic strip.  These are the thoughts that would be used in the call to action on the order page.  An example would be “Yes, I am ready to receive my new membership.  Yes, I realize that I will start receiving my benefits immediately.”  This technique uses the inner dialogue and affirms what is going on in the buyers head.

Stand Alone Order Page

A fourth thing that you can do on the order page to ensure that there is a sale is to make sure that the order page is a sales pull by itself.  This way if someone comes across the order page by itself it could still pull a sale.  It will not do the full 11 steps of a sales page however there should be enough information on the page that if the buyer saw the page by itself they would still know everything that is involved in the offer.  This means that your page would include more than just the ask for the name, address, email address, etc.  The page would actually include the benefits of buying the product and information about the product.

Write the Order Page First

A fifth thing that you can do with the order page to ensure that there is a sale is to write the order page before writing the sales letter.  This is because the order page should be a summary of the offer.  Writing the order page first makes sure that all of the benefits of the offer gets listed on the order page.  When the offer is summarized on the order page it makes the sales page easier to write.

What’s in a Name?

It is tempting to just label the page that takes the order as the “Order Page.”  However, that might not be such a good idea.  Up until now you have romanticized the prospect, have gotten them lukewarm and have gotten them to put their hands in their pocket to whip out that credit card.  The word's Order Page is like pouring cold water on the prospect waking them up to the fact that they are about to spend some money.  You want to do something that will keep them in that nice fuzzy buying mode.  If you are selling memberships then “Registration Page” would be a better option.  If you do use the word order in the title then add 100% risk free or 100% secure to the title to make using that credit card easier. 

Conclusion

Hopefully this blogpost has been helpful by listing things that you can do to your order page to ensure that there is a sale.  Good luck with your order pages!

The facts used to compose this blog were taken via The Copywriter's Guild.

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