Placing Order Buttons In Online Sales Letters

Placement of order buttons and links on your sales letter is an interesting area.

You want to think along the lines of where your prospect is coming from.

In many cases you actually don't know how far along in the sales process your prospect is.

In some cases they'll come from an email written by someone they trust who has told them to buy your product.

In that case you can test adding an order button in the first fold (right after your headline, subhead etc at the top of the sales letter).

I've done this successfully with several sales letter and achieved over 20% response rates (in fact in one sales letter I got a 35% response rate with a statistically significant number of sales).


But not everyone arriving at your sales page is going to be ready to buy.

Many will need a whole lot more information.

So with order buttons or links earlier in your copy (or in the middle) you're giving people who are ready to buy a chance to do it without having to look for the order button.

But you're also still giving the people who need more information the chance to get that too.

Generally speaking once you've given a call to action and told your prospect to buy you want to make it very easy for them to do it so you might have an order button every screen or two through your P.S. or any information after your first call to action.

Testing will help you determine what works for your specific sales letter.

Also read:
Gary Halbert Video: Triple Your Online Orders?
Sales Letter Format
The Greased Chute Sales Letter: FREE Video With Dan Kennedy
Copywriting Call To Action

Kindest regards,
Andrew Cavanagh


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