How to Avoid Leaving a Pile of Money on the Table: 3 Things to Try and Track on Your Sales Page

If you’re not testing and tracking the different components of your sales page, you’re probably leaving more money on the table than you ever imagined. I like not to try and track to watch a ballgame without keeping score. If no one is keeping score, how can you tell who is winning?

The main difference here is that your business is not a game. It is your livelihood. And if you trust your bank account to know if you’re winning or losing, by the time you find out you’re not winning, it may be too late.

I do so much testing and monitoring that I don’t call my office “office” anymore. I call it The Laboratory. In this article, I’ll reveal 3 components of your sales page that you should test and track:

1. The BBBOnLine Trust Seal Program

Although quite expensive, I found that The Better Business Bureau’s online seal of trust can increase sales conversion by single digits. You should also test where you put the stamp on your sales page. Try placing it at the top of the sales page and near your order links.

WARNING: If you are not a member of the BBBOnLine Trust Seal program, DO NOT place the seal on your website. Customers can click on the BBBOnLine trust seal on your site to see if you are really a member or not. The Better Business Bureau is also known to have taken legal action against websites that fraudulently use the seal.

By the way, there are customer trust or online customer reliability programs that are less expensive than the BBBOnLine Reliability seal program. However, the BBBOnLine Reliability seal program is the most popular and probably instills the greatest customer confidence and security.

2. Place your order links inside a Johnson box

If you’re not familiar with the term Johnson box, it’s simply a box with a contrasting look to the rest of your web page. Inside the box, you can add your call to order and your order links or any other information you want to highlight on your web page.

The Johnson Box is named after Frank Johnson, who was a direct seller from the 1950s, long before the internet. Frank Johnson is credited as the first to use this type of box in his direct mail sales letters which he used to increase responses to magazine subscription offers.

I have also noticed a single digit increase in sales by putting the call to order and order links inside a Johnson box. I suspect some people just don’t have the time or interest to read a long sales page. For this reason, they will scan the sales page for the most important information, such as where to click to order. And if this information is not clearly visible on your web page, a visitor may simply leave without placing an order. The Johnson box helps to highlight any information within the box to make it more visible to the website visitor.

3. Warranty

If you’re using ClickBank to process your orders, then you’re stuck with the 60-day guarantee period that ClickBank imposes on all of its merchants. But if you have your own merchant account and are using 1shoppingcart or similar service, then you can try shorter and longer warranty periods.

My experience is that longer warranties increase sales conversion rates. It seems that the longer warranty period increases the confidence of the customers or gives them the feeling that they have a lower level of risk when making the purchase. By the way, increasing the warranty period usually does not increase refunds.