20-Point Offer Optimization Checklist
1 – Start Here
Test each of these elements on every offer you make.
This is the most critical step in this Execution Plan.
Understanding the greater strategy or context in which your offer fits is the difference between the frustrated, broke marketer and the successful, money-making marketer.
The greater strategy is called Customer Value Optimization or CVO.
Your first step is to understand how your offer fits into the CVO strategy.
I urge you to begin by reading the article entitled, Customer Value Optimization: How to Build an Unstoppable Business Read it multiple times. Commit it to memory.
Print the CVO Process graphic that is available as a resource in the article. Pin the CVO Process document to the wall next to your workstation.
Every time you lose your way with your offer (or any other marketing tactic) look at the CVO Flowchart document. It will remind you of the greater strategy and put you back on track.
Please, if you do nothing else with this Execution Plan, read this article now.
How To Use This Execution Plan
There’s nothing more critical than the offer and how you present it.
As a result, you should test, test, test… and then test some more.
This Execution Plan is a checklist of items we test on every offer. And, while every offer is different, this is the general order in which we test elements of an offer.
Are you ready to start testing? Let’s go!
2 – Checklist
#1: The Headline
Write 25 headlines pick the best 4 or 5 and test them.
You can steal some headlines from our Headline Swipe File below.
#2: Product Deliverables
If you are delivering digital products test the following:
- Course length
- Number of modules
- Bonuses and Premiums
If you are delivering physical products test the following:
- Shipping Options
#3: Graphics (if any)
If you have graphics above the fold (top 25% of the screen) the first thing you should test is removing them. If you’re using pictures of people test:
- Color vs. black and white
- Male vs. female
- Old vs. young
- Ethnicity, etc.
Write 10 sub-headlines, pick the best 3 and test them.
You can steal headlines from our Headline Swipe File.
If your sales copy starts out positive, test negative, if it starts out with a story, test direct and vice versa.
Test the length of your guarantee… 30, 60, 90 days. Test the wording… if you have a 90 day guarantee test calling it a 3 month guarantee, if you have a 1 year guarantee, test calling it a 365 day guarantee.
Test date driven scarcity (this discount expires on XX/XX/XXXX), test unit scarcity (only XX more available at this price), test using scarcity versus not having any scarcity at all.
#8: VSL Vs. Long-Form
Test delivering your sales message with traditional long form written sales copy versus power point style video sales letter.
#9: VSL Voice
If the video sales letter wins, test the “voice” of the video sales letter. Test male vs. female, older vs. younger, accents, etc.
#10: VSL Speed
Test speeding up the video by 10% – 15%.
#11: VSL Volume
Test lowering the spoken audio volume on your video sales letter to increase engagement.
#12: Buy Button Time
Is your buy (or add to cart) button visible immediately? You should test not hiding this versus hiding it and then test the display time. Test “popping” your button at the call to action, the price reveal at the first big “ahh ha!” moment in your video… If you really know your analytics you can also test popping it just before the point in the video where most viewers leave.
#13: Buy Button Color
Orange, Yellow and Green are all good to test… be careful with red though. RESOURCES: How To Design Call-To-Action Buttons That Convert
#14: Buy Button Text
Sometimes getting cute can really cost you… so what do you say? Test things like “Add To Cart” “Buy Now”, “Get Instant Access”… anything but “Submit”
#15: Headline Above Video
Should your headline be the first slide on your video sales letter or be written above the actual video? This will depend a lot on your head and lead… are you going blind?… telling a story?… leading with a big benefit?… Give it a test either way; this can give you a big boost in conversion.
#16: Background Color
Black is a good control and will win more often than not but shouldn’t be over used… test white, blue and even static images too.
#17: Auto Play vs. Click-To-Play
If you’re using a traditional direct response video sales letter (not a demo video for software but just a video on a page) auto play will almost always win… However, if your page has other elements and copy you should definitely test this.
#18: VSL vs. Doodle Video
Doodle videos are highly engaging, but they don’t always out-perform ordinary video sales messages. Once you have a winning video message, though, test it as doodle animation and see if it doesn’t give you a bump. (TIP: Usually story-based copy performs better as a doodle than direct sales copy.)
It’s common to offer multiple levels and pricing options when selling products and services online, but we’ve found that single-option offers tend to work the best. That’s certainly not always the case, though, so test having a Good/Better/Best or Silver/Gold/Platinum vs. a single option to see if you don’t get a bump in conversions and/or average customer value.
Of all the variables on this list, none will have more impact than price… and that’s exactly why we wait until the end to test it. Testing price is simple: Start as low as you can stand and work your way up until you get resistance.