$3 million in five months (according to an interview on GrowthHacker.tv).
If you do the math, this means their sales page is creating about $700,000 per MONTH in sales for a single product.
Being a sales, pricing, and marketing geek, I decided to backward engineer the WebinarJam sales page to figure out the alchemy behind Filsaime’s success so I could use it for my own products.
In the following 11 steps, I’ll show you what I found and exactly how you can duplicate WebinarJam’s sales page magic for your OWN product or service.
#1: Make an Event Out of Your Sales Page
If you’ve visited the internet in the past couple years, you’ve probably noticed a sticky bar at the top of a website or two (or a thousand).
There might be a technical name for this, but I’m going to call it a sticky bar.
Sticky bars are effective because you can’t get rid of them as you scroll through the rest of the sales page. WebinarJam amplifies the effect of the sticky bar by:
- Using a color that grabs your attention (the yellow stands out)
- Warning me that there’s a deal to be had and I need to act fast
WebinarJam is using the stick bar to make an event out of the sales page. The goal of the sticky bar in this case isn’t to actually sell the product but to keep scarcity at the forefront of the customers mind.
There are a bunch of different sticky bar solutions out there you can use, some free, some paid. Here are a just a few that should to allow you to make an event out of your sales page:
#2: Show Off How Many People Have Bought Your Product
Showing other people using your product or service is one of the oldest forms of social proof.
When selling became more about differentiation and marketing than the actual quality of the product (around the early 1900’s), the first thing adroit marketers focused on was social proof.
Early marketers knew a thing or two about human nature: mainly, we move in packs and prefer to do things others do.
When I see other people using a product I’m interested in (people just like me), it increases my trust in the product. Done right, this trust leads to a sale.
One of the most effective ways to leverage social proof is to show total sales and use testimonials (more on that below).
So if you have a product or service with lots of subscribers, show it off!
#3: Autoplay Your Sales Video above the Fold
But there’s a good reason to make a sales video located above the fold autoplay: it forces action.
A video that doesn’t autoplay allows your potential customer to ignore the video (they do not have to take action).
When you make your video autoplay, you force the customer to take action. They can let it play and learn, or they can pause it…in either case, they can’t ignore the material. This forces awareness of your offer.
Filsaime says this subtlety makes a big difference because it gets visitors to pay attention to something they might otherwise ignore.
#4: Use a Countdown Timer!
Ah, the countdown timer: scarcity at its best.
Human beings are keenly aware of scarcity (something to do with hunting and gathering or something like that), and we pay attention to things that can cause us harm (losing out on a deal) more acutely than things we can benefit from (awesome product).
Which means the savvy marketer will focus on loss as much (or more) than gain.
WebinarJam is using the countdown timer to encourage us to take action now, or we may lose out forever.
“One of the most important things to get people to take action today is giving them a consequence.” – Mike Filsaime
Here’s the kicker: the sale doesn’t technically end when it finishes the countdown. Instead, Filsaime set it up to mean they can only guarantee the current discount for the next X amount of hours. The beauty of this is that they can, but are not OBLIGATED to, increase the price.
This is perfect if you want to get people to take action today but don’t want to actually raise your price. Just the fear of potentially losing the discount will convert more traffic into sales.
Here are a few different countdown timers you can use (some are better than others):
#5: Change Up the Old Fashioned Buy Now Button
This discounted sales button is really effective for two primary reasons:
- They don’t actually list the price. All they show is the OLD price crossed out with a 40% off notice. What’s 40% off $497? Unless you’re Good Will Hunting, you’re going to have to click to find out.
- They removed ‘buy’ from the ‘buy now’ button. ‘Start Jamming’ versus ‘buy now’ is a subtle but powerful difference. Putting a buy now button can scare people off because it makes them feel like they’re committing to a purchase, whereas the start jamming button doesn’t feel like a commitment, but an invitation (less scary).
#6: Highlight the Features and Benefits
Filsaime was very specific about how he created this page. In particular, instead of trying to convince people webinars are a great way to increase conversion, he focused on potential customers who already understand this – current webinar users – and are looking for a better solution.
What business that uses webinars wouldn’t want unlimited attendees, unlimited webinars, unlimited upgrades, etc.?
This is the kind of information that’s going to resonate, in particular, with GotoWebinar users (more on calling out your competition in #8 below) and lead to higher conversion rates (copywriting converts better when you’re speaking to a very narrow demographic).
#7: Use an Explainer Video
No, you may not need an explainer video for your sales page, but here’s the deal: if you’re selling software, you’re shooting yourself in the foot if you don’t include one.
It’s great to see images and read text on how your software works, but anyone looking to transition to new technology is going to want to see it in action.
The usefulness of an explainer video extends far beyond software, too – just look at any TV infomercial ever created.
#8: Call Out Your Best Competition
Warning: don’t try this unless you mean it.
Calling out your competition is a great technique, especially when your target market is your competition’s customers (see #6 above for reference).
Without exaggerating, this is THE most effective way to sell your product if you’re competing against a leading application / company / piece of software etc.
No one would call out the ‘top dog’ unless they believe, whole heartedly, that they’re better. This is more effective than referencing generic competitors. Calling out a real competitor and showing why you’re better (more on this in #9 below) is guaranteed to convert the portion of their current users who are looking for improvements and are dissatisfied with their current provider.
#9: Create a Comparison Chart
One of the most effective ways to convey the utility of product is through video or imagery.
But the most convincing way is through a comparison chart.
A comparison chart shows what features you have versus your competitor. If you have more and better features, you win. The effectiveness of your comparison chart increases equally to the size of the competition (in this case, calling out GoToWebinar is a pretty big deal and will more than likely convert GoToWebinar users over to the new platform).
#10: Always, Always, Always Include Testimonials
Testimonials are like reviews, but cherry picked for their impact.
Testimonials are crazy effective because they’re the best form of social proof, as long as they look authentic.
Having reviews from happy customers isn’t an option. A sales page simply doesn’t work without this type of peer validation or social proof.
Are these people real? Maybe. Is there really a rating system like this (with stars and thumbs up satisfaction)? I doubt it…but it’s persuasive.
Reading the review of OTHERS makes us trust the offer and adds to the social proof (refer to #2 above).
#11: Sell Annual, Not Monthly
Notice what happens when you click the ‘Start Jamming’ button…
First, the $297 price point is annual, meaning this is a subscription based service (which is hard to decipher from the actual sales page). And second, there is no monthly payment option.
“Nobody wants another bill.” – Mike Filsaime
There are a lot of people who will disagree with this – especially SaaS companies who’ve built their companies on monthly reoccurring revenue – but selling an annual subscription is better than selling a monthly subscription in many cases.
- The higher, upfront price means more in your pocket now (a big win for any company)
- Monthly subscriptions are more likely to be cancelled before the year is up (every time the customer sees the reoccurring charge on his credit card statement, it’s another opportunity to cancel the subscription)
- High price point upfront means higher margin, which gives you more flexibility on your advertising budget ($300+ digital products are perfect for Facebook Ads and other paid advertising opportunities)
Do monthly reoccurring services still work? Yes. With more expensive SaaS products as billing annually can be tricky as the price may exceed credit card limits.
But this sales page was designed in particular to close the sale upfront, and the over $3 milllion in revenue from December proves the hypothesis.
Wrapping it all Up
Will this type of sales page work for every type of product or service? Maybe not.
But it definitely works for WebinarJam, a software product, so I have no doubt it can work for others.
And beyond the specific application to software products, the principles underlying the WebinarJam sales page – scarcity, creating an event, social proof, creating excitement, etc. – work across platforms and industries.
Try them out for yourself and I have no doubt you’ll start seeing dramatic increases in sales and revenue.
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Good products deserve to sell, so don’t keep this knowledge a secret!