Age old marketing knowledge states that choices are bad. Provide one solution and make it clear why it will help someone viewing your offer.
However, the world has changed and the internet has made it possible to target prospects if they’re interested in something as odd as dinosaurs and building insolation (yes, those are mine…)
Years ago, we could target keywords and attempt to figure out what that person was looking for. With these enhanced targeting options, we can now target situations.
With the ability to target situations, we can reach the perfect prospect. Yet, we’re only supposed to give them one option to buy?
Give A Choice Early In Your Process
Choice, when implemented early in a sales funnel, gives us the ability to send a prospect through the right process for them. Plus, we’ll sell more of our products.
For this to work for you, you either have to have multiple products or a single product that helps more than one specific set of circumstances. If you have this situation, providing choices to your prospects will have a very positive effect on your profits.
How can you implement choice in your sales processes?
In the beginning.
To make this work, you want to have 2 buttons catered to different situations. If it’s in an ad, include 2 links. If it’s a video ad, 2 different buttons.
The key is to have the buttons have very short, clear, and concise statements that will lead the right prospect down the path that applies to them.
Adjust your current promotion process to cater to each of the individual situations and lead the prospect to the product that solves their problem.
Provide A “Choice” At The End
To be completely honest, this is generally a decoy. The choice is almost always the biggest package option, but there is a choice involved.
I call this the “Up-Front Funnel”, but upsells could be added after the initial sale if you wanted to set it up that way.
See the image below for an example:
As you can see in the image above, there is an obvious winner. That’s actually the point.
Here is another example:
As you can see above, the obvious choice is the $25 version. That’s the point.
In the example below, I did a more honest setup of 3 different packages:
In my situation all 3 packages sold almost equally.
Whether you want to set it up as a decoy offer or do an “Up-Front Funnel” is up to you, but the key is to give a choice.
As long as the options aren’t too different, people will choose whatever package works best for them.
Generally, this will become a situation where the question goes from “Do I want this?” to “Which package is best for me”.
I’m not guaranteeing that you will make you more money, but it’s worth testing. After all, the offer is what matters most when you’re trying to sell anything.
Once you’re ready to start testing, we’re happy to help you with the traffic you need.
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