Running a successful online business requires you to think ahead and strategize all of the possible outcomes that will result when people land on your product sales page.
In some cases, they may not want to your initial offer or your one time offer. But smart marketers know that even if people say “no” to these offers there is still a way to sell them something valuable.
Downsells are offers that are presented after the prospect says “no”.
They are meant to overcome the response “I can’t afford it.”
Downsells are lower priced offers that are similar in theme to your main product. By implementing them in your Internet marketing strategy, you can raise your profits and capture members of your market that may not be able to purchase your main product.
Here are seven secrets to using downsells effectively.
1. Use a great headline.
Your downsell needs a headline, just like your main product and your one time offer. The headline will pull in the reader and speak directly to their dismissal of the other offer.
For example, you can use a headline that states “If [Main Offer] wasn’t for you, we’ve got a great deal on another package.”
2. Offer something of value.
Many marketers make the mistake of offering a purely fluff product for their downsell. Even if you’re only charging $12 for the product, you need to make sure that your product is something that your market will actually want.
You can offer a “light” version of your main product or another product that is slightly related but still valuable.
3. Emphasize the benefits.
The major benefit of the downsell product is the price, but you’ll also want to mention the other benefits as well in your sales page.
If your downsell is a “light” version of your main product, don’t talk about what they are missing out on…emphasize what they are getting when they make the purchase.
4. Automate the process.
This goes without saying but it’s essential that the process your customer goes through when they are transferred from your main product to your downsell should run seamless.
Be sure to test out your process before you make it live so your visitors won’t get error pages.
5. Use the principles of scarcity and urgency.
These principles work well on regular sales pages and they are still necessary on downsell pages.
You have to make sure the audience understands that the downsell will only be around for a short period of time and that they need to “act now!”
6. Make sure they understand the great deal they are getting.
If you are selling a product that is separate from your main offer you need to let the audience know what a great deal they are getting.
For example, be sure that your customer knows that they are getting a $20 product for $12.
7. Use a graphic image of the product.
You can greatly increase the value of the product by using an image. A box, eBook cover or other image will imply value for your visitor and increase your conversion rates.