1 Module 8 Increase Conversions by 29% for EACH Branch through Technology! What You'll Learn in this Module... In Module 8 you re going to learn about a technology that can raise conversions by 29% for every single branch of your tree. How? By making it easy and convenient for your customers to day YES! It's called 1-click technology, and all the big retailers are using it because it's been proven that customers tend to buy more when all they have to do is click a button to buy. As Internet marketers we should all be using 1-click too, because it's the best way to encourage your customers to grab all the value they can - which means BUY your upsells and downsells - as they follow your Launch Tree. In this module we'll explain what you need to have in place to get started with 1-click. You'll find out why you can't use 1-click with some third party payment processors, including Paypal. You need a script to do 1-click, so we'll talk about out-of-the-box scripts vs. getting your own script. We've also supplied a checklist that will help you decide if you're ready for 1-click, and how to get started with it. And finally, even if you're NOT ready for 1-click right now, we lay out a short plan for how to take advantage of the power of the Launch Tree anyway. Because even though 1-click technology is powerful, you can STILL get customers to buy more from you without it. It's all about getting started with an upsell, and then riding the wave by "launching within a launch" -- even if it's one customer at a time! Now let's look into this magical technology that increases conversions like crazy
2 Module 8 Increase Conversions by 29% for EACH Branch through Technology! Screen A What is 1- Click Technology? We've all seen Amazon's "Sign in to turn on 1-Click Ordering" message in the right sidebar of their product pages. Amazon was one of the pioneers of one-click technology. When Amazon implemented its "1-Click Ordering" it discovered that customers would add more products to their cart during each shopping session. 1-Click made it incredibly easy to just click one button and purchase the item. And here's a close up. See how Amazon makes it super easy to just click and buy? In fact, Amazon even tried to patent one-click technology! Lucky for us, the patent application was rejected, so we can all implement one-click technology into our sales process. Video Class with Anik: Double or Triple Conversions with 1-Click In this video class Anik shows you exactly how 1-click technology can easily double the conversions on your upsells and downsells. Just click the play button and the video will play right in this screen.
3 Object 1 Want to download this video and watch it on your computer? Right click the link below, and choose "Save as" or "Save Target as." How 1-Click Works Download Anik's video lesson One-click technology is one of the easiest ways to gently guide your customers through your shopping cart process while drastically increasing your conversions. One-click technology allows your customer to say "yes" to your offers and pay for them by clicking one button. Here's how it works: The customer accepts your initial offer, and enters their credit card information. The system remembers the credit card information, number, expiration date, etc (Just make sure your system is encrypted and secure.) You present the first upsell to the customer. When they click the "Customize my Order" button, the system just "pings" the credit card again. The system can also be designed so it does not bill the credit card until the END it totals all the charges and bills them at one time. Mike and Anik prefer to bill immediately, in pieces, as the customer is making choices. This can be repeated for as long as the customer stays on the upsell/downsell path. The customer will see the charges on their credit card statement. The system you are using will also update their account to allow access to the proper upsells and downsells. * NOTE: Some 1-click scripts will wait until the entire process is complete and will charge the customer one lump sum. Others will process and show multiple charges on the customer's credit card statement.
4 Either way is fine, just make sure the script APPROVES the credit card on the very first order. Again, Mike and Anik prefer not to wait to bill in one lump sum. How 1-Click Really Pays Off When you deploy one-click technology, there are all kinds of benefits for both you and your customer: It's convenient for customers. Your customer only has to enter credit card information once during the entire checkout process. They avoid the tedious process of entering their credit card multiple times. Customers like it! They're accustomed to 1-click ordering, they do it all the time. Just don t use it maliciously! It gets them saying "yes!" 1-click makes it very easy, downright convenient for the customer to say "yes." It's a matter of just clicking a button, so it's no effort to say yes, yes, yes It's professional. The biggest online retailers in the world use it. It can double your conversions (or even more!). For you, 1-click can increase your upsell conversion rate by 29% or more for EACH branch of your tree. Why You Better Not Ignore 1 Click Let s do a quick case study. Assume you sell 1,000 units of your main offer and have just one upsell for $197. Now let's assume that without the 1-click technology, you would get 150 sales (15% conversion). You will earn an extra $29,550 for having done absolutely no extra work but building out the first leg of your tree. However, let s look at the numbers if you take the time to implement 1-click technology. You can safely assume that you will see a drastic enough difference in conversion to now get approximately 194 sales at $197. That means revenue of $38,218. So, just by implementing 1-click technology on just ONE leg of your tree, you are earning an extra $8,668 for doing NO ADDITIONAL work. Do you really want to leave $8,668 on the table because you are too lazy to investigate how to implement 1-click technology?
5 Module 8 Increase Conversions by 29% for EACH Branch through Technology! B. So Why Don't Most Marketers Use 1-Click? 1-Click technology has so many benefits for both the customer and the merchant, so why don't more marketers use it? Here are the major reasons: You need a merchant account to implement 1-Click. Lots of small- to medium-sized businesses on the internet stick to using 3rd party companies. A real sign of a true business is when you do get your own merchant account. You need a 1-Click script that will work with both your merchant account and payment gateway. You can have the script built or you can use the Butterfly Marketing script, which is the only out-of-the-box 1-Click script we would recommend because it does not require custom coding. Either way, the technology on the credit card processing terminal has to integrate well with your payment gateway. You need access to programming talent you can trust. Developing or customizing a script, integrating it in your web pages, and testing and debugging it all require an experienced programmer. This technology will be handling and storing sensitive data, including credit card information. You need to choose a credible programmer who can be trusted. Testing your1-click process can be a big job. You need a group of people to test from different ISPs, different locations, different browsers and even different parts of the world. If you don't, you may find yourself with lots of failed orders on launch day (yes, we've been there!). You need to invest money and time in 1-Click. Paying for a script and a programmer, as well as getting all the order pages designed and implemented, takes time and money. If you're short on either, you need to start planning now.
6 Begin setting aside resources to invest in getting 1-Click up and running smoothly. Just because you do not have 1-Click does not mean you cannot use the Launch Tree. We re going to give you advice on how to start using the Launch Tree right away even without 1- Click technology. However, we still recommend that you work hard to get access to this technology. Most third-party payment processors simply won't allow you to use 1-Click. For example Do you use ClickBank?ClickBank says it is planning to offer a 1-Click upsell solution in the future, but it's not yet available. What about PayPal? BIG WARNING! Do not even consider developing a script to do 1-Clickordering with PayPal. Any script that does this is a violation of the PayPal terms of agreement. PayPal requires the customer to exit your site and go to a transaction page in order to confirm the amount (and other information). This is required, even if the customer has already entered payment information. So if you attempt to use a 1-Click script with PayPal, your account will be shut down. Do you prefer Paydotcom? It's a great payment processor (if we do say so ourselves). But Paydotcom does not currently offer 1-Click because of PayPal. Do you like Google Checkout? It's another nice third-party payment processor. But unfortunately, it doesn't allow 1-Click, and it doesn't look like it has plans to offer it in the future. What about other services Every day new services are popping out that claim to offer 1-Click. We have not yet tested many. However, our experience shows that many do not keep the Launch Tree strategies in mind. You can see why a lot of marketers aren't using 1-Click. It s not the easiest thing in the world. Make sure you understand one thing though. 1-Click technology HELPS with your Launch Tree but you can still use every strategy in this course without 1-Click. We just feel strongly that you should investigate a 1-Click solution soon. Which Payment/Automation Companies Do Allow 1-Click? The good news is there are a couple of payment processing companies that do allow you to integrate 1- Click technology into your sales process. They are: 1ShoppingCart.com (http://www.1shoppingcart.com/) 1ShoppingCart offers a 1-Click module that can be implemented in your account. QuickPayPro (http://quickpaypro.com/) InfusionSoft (http://www.infusionsoft.com/)
7 Each of them says that they support 1-Click ordering. Before you choose any payment processor or business automation software Try contacting support. It's really important that you have access to support when you're implementing 1-Click. Double and triple check that 1-Click ordering is permitted. Make sure your 1-Click script is compatible with the payment processor or the automation system. If you're getting a custom script made, have your programmer go through all the documentation first, before he or she starts to work on the code.
8 Module 8 Increase Conversions by 29% for EACH Branch through Technology! C. How to Get Started with 1-Click: A Checklist Are you ready to implement 1-Click into your order process? Great! Here's a checklist of everything you need to get up and running Is Your Business Ready? Is your business mature enough for 1-Click? Do you have a quality entry level product? Do you have at least three strong upsells and two strong downsells? Do you have an opt-in lead list? Do you have an established customer base? Do you have brand recognition in your niche? Do you have at least three potential JV relationships with other marketers in your niche? Do You Have Funds to Invest in Programming Website design Testing
9 Customer support Do You Have These in Place? Do you have your own merchant account? AND Do you have a good payment gateway such as Authorize.net? OR Do you use one of these third-party solutions: 1ShoppingCart.com QuickPayPro InfusionSoft Do You Have a 1-Click Script: The Butterfly Marketing script OR Your own proprietary script Do You Have the Technical Know-How? Do you have a programmer who Understands what 1-Click is and how you want it to work? Is trustworthy? Preferably has done this kind of script before? Do You Have a Team Who Can Help You Test Your 1-Click Software? Have you tested from different IPs and countries? What About Customer Support? Do you have customer support in place? If your business has customers, you should have one customer support rep ready for right after launch.
10 If your business has 500-1,000 customers, you should have two customer support reps ready. If your business has 1,000 2,000 customers, you should have three customer support reps ready. If your business has 2,000 3,000 customers, you should have four customer support reps ready. Do you have Help Desk/Support software in place? Are FAQs written up and ready to put online? Based on testing (above), have you got a list of common ordering issues and ready answers written up for your support staff?
11 Module 8 Increase Conversions by 29% for EACH Branch through Technology! D. Your Own Script vs. Out of the Box Okay, so you're sold on the idea of 1-Click, your business is ready, and you've got some options. What are The Benefits of Purchasing a Pre-Made 1-Click Upsell Technology? There are definite benefits to using a pre-made, out of the box script like Butterfly Marketing. But we could say the same for having someone build a script for you. You don't need to locate, test out, and hire a programmer The script has already been tested The script will most likely work with most major payment gateways If You Own Butterfly Marketing Already The latest version of Butterfly Marketing has 1-click upsell technology built in. To implement 1-click you must use your own merchant account with Authorize.net. The reason you have to use Authorize.net for the 1-click upsells has to do with technical requirements of various payment processors. When the customer makes a payment, Authorize.net keeps a "payment profile." So the Butterfly Marketing script tells the payment gateway to bill that same profile for each upsell they say yes to without storing the credit card info. (Storing credit card info is not recommended unless you have massive security systems, like Amazon!).
12 But, There are Also Benefits of Hiring Someone to Build a Script for You You can get a solution customized for your business. As you grow, you'll need technical talent, and this is an opportunity to develop a relationship with a programmer. You own the script. Your programmer will know the script he created inside out, so changes and enhancements will be easier to do. Our Recommendation With so many different options available, your first step should be to talk it over with your merchant account provider and your programmer. Why? Because different payment processors have different requirements, you should talk with all the players involved and if you can, get them talking to each other. This will help you work out what you need to get 1-Click technology up and running for your website and your Launch Tree. Testing Your Launch Tree Order Process It doesn't matter whether you use an out-of-the-box script or build your own -- you MUST test the entire order process COMPLETELY. This includes making sure Purchase confirmation s arrive. Product is delivered Logins work (if a membership site) Upsells and downsells are delivered properly Users have access to their account or to the support system IMPORTANT WARNING! Do not use your own credit card to place test orders! Anik learned this the hard way during the testing process for PPC Classroom 2.0. His team used the corporate Amex card for some test orders, and Amex almost shut the account down! Using your own card, or your company card, for test orders send up a huge red flag with your credit card company. It looks like you are ordering your own product with your account a big no-no. So be careful and make sure your testing process is set up to take a "dummy" credit card number! Anik has decided to share the testing documents his team used when they tested the PPC Classroom 2.0 Re-launch order process. There are two documents: A simple beta testing protocol. You can use this as a model for your own testing process. Click here to get the PDF. A beta testing user checklist. Your testers go through this to make sure everything is working, and to note down any problems. Click here to get the PDF.
13 Module 8 Increase Conversions by 29% for EACH Branch through Technology! E. What if You're Not Ready for 1- Click? We understand that you may be just starting out, and that you're simply not ready to implement 1- Click technology. And that's okay. 1-Click is NOT mandatory for a successful sales process. It's perfectly possible for you to offer upsells and downsells, even if you currently rely on third-party payment processors that don't allow it (PayPal, ClickBank, or Google Checkout). So if you are just starting out, and need to stick with these payment processors Don't let that prevent you from testing out at least one upsell or downsell! Yes, without 1-Click, it's going to be clumsier for your customers to buy your upsells and downsells. But we strongly believe it's always better to get started with upsells and downsells anyway. Just try it, even without 1-Click. Why? It's always better to try, than not to try at all! The power of upselling and downselling won't really hit you until you give it a chance and see what happens. Even Anik had to try it with a drop dead simple upsell (not using any of the tips in this course) before he was convinced. You need to see that customers will respond, even without 1-Click. That will get you fired up to make 1-Click happen for your business.
14 Even if your conversions are not as high, you still make more sales GUARANTEED. Without an upsell, you are denying value to those customers who are your biggest fans. Because the ones who want your product badly enough WILL put in their credit card twice. And without a downsell, you're basically turning people away simply on the basis of price. That's not fair to you or them. You lose money, and they miss out on something that could benefit them. Upselling and downselling make good marketing sense. Remember how Brian Johnson talked about congruency and making your message authentic. If you believe in your products, you owe it to your customers to offer them more. You want your visitors and customers to expect to see additional VALUABLE options when they come to your site. They're used to it already, from the world's biggest companies. It's not about TAKING more it's about GIVING more. Just because it's not 1-Click doesn't mean people won't buy! People experience upsells when they go to all kinds of businesses, and sometimes they do have to pull out their wallet a second time. For example, at McDonald's, if you eat inside the restaurant, you have to pay again if you decide to order a sundae after your meal J!). So you won't be hitting them with anything new if you present them with an upsell and they can't 1-Click. Your conversions just won't be AS high. Upselling and downselling make good business sense without them, you leave money on the table. Just offering ONE upsell and ONE downsell (provided they're good) WILL increase your revenue significantly. How to Use the Launch Tree WITHOUT 1-Click Just because you're not ready for 1-click NOW, doesn't mean you can't benefit from the Launch Tree. There is NO reason to leave money on the table while you're getting your merchant account and all your technology set up! To help you see that getting an upsell and a downsell in place is NOT all that hard, we put together the basic steps for getting started WITHOUT 1-click. NOTE: Remember to keep it SIMPLE! You can start your Launch Tree with just 1 upsell -- you don't even need a downsell, though we recommend it. Just follow the steps and GET STARTED! 1. Keep your Launch Tree short. 2. Draw out a simple Launch Tree with only one upsell and downsell (maximum 2 products). 3. Plan your "launch within a launch" right away! This is where you will make the majority of your profits. (We'll talk about this in detail in Module 10.)
15 4. Get your upsell and downsell products ready. 5. Be sure to use correct sales vocabulary in your sales process. 6. Be sure to build a list! 7. Set a goal to reach before you apply for your merchant account. That last point is very important. It might be 10,000 subscribers or 1000 customers, or a certain level of revenue each month. The point is, set a business goal and focus on it completely until you have achieved it. You can worry about a merchant account and 1-click technology once you've got some revenue -- and some momentum -- going with your business. Module 8 Increase Conversions by 29% for EACH Branch through Technology! F. Action Steps (1) If you haven t seen 1-click technology in action, go to Amazon and click on a product. It isn t necessary to complete the purchase to see the 1-click option. Look for it on the right whenever you click on a product to get more information on it. (2) Go through the steps in Module 8-C to make sure you are ready for 1-click. Here are the basic steps, but be sure to go through the detailed list in 8-C: Is your business mature enough for 1-Click? Do you have funds to invest in programming, website design, testing and customer support? Do you have your own merchant account and Authorize.net? OR A third-party solution that can work with 1-Click? Do you have a 1-Click script?
16 Do you have the programming talent available? Do you have a team who can help you test? Do you have customer support in place? Do you have help desk/support software in place? (3) if you're ready, visit our recommended merchant account provider and find out what is required to open a merchant account. (4) If you are ready for 1-Click but want to use a business automation solution or a payment processor, visit 1ShoppingCart.com (http://www.1shoppingcart.com/), QuickPayPro (http://quickpaypro.com/) and InfusionSoft (http://www.infusionsoft.com/) to look at your options. (5) If you're not ready for 1-Click now, be sure to do these basic steps to get ready: Develop a simple Launch Tree with only one upsell and downsell (maximum 2 products). Plan a "launch within a launch" (we'll talk about this in detail in Module 10). Get your upsell and downsell products ready. Be sure to use correct sales vocabulary in your sales process. Be sure to build a list! Set a financial goal to reach before you apply for your merchant account.
17 QUIZ True or False: 1ShoppingCart.com, QuickPayPro, and InfusionSoft do not allow 1-Click technology use. True False Correct Ans: False True or False: It is impossible to try upsells and downsells if you rely on third-party payment processors that don't allow 1-Click. False True Correct Ans: True Choose one: If you do not offer a downsell in your sales process, you are... None of these answers is correct Turning people away simply on the basis of price Making more money on upsells Making a smart business decision - if they want it, they'll buy it Correct Ans: Making a smart business decision - if they want it, they'll buy it Which of the following reasons about why more marketers do not use 1-Click in their sales process is true? Implementing 1-Click requires time and money A 1-Click script that will work with your merchant account and payment gateway is required All of these are reasons that more marketers do not use 1-Click in their sales process A merchant account is required to implement 1-Click Correct Ans: All of these are reasons that more marketers do not use 1-Click in their sales process True or False: 1-Click technology lets your customers say yes to your offer by clicking only one button. False True Correct Ans: True
18 True or False: One benefit of hiring someone to build a 1-Click script for you is that it will be customized to fit your business. False True Correct Ans: True Choose one: One benefit of using a pre-made, out-of-the-box script like Butterfly Marketing is... It is freeware It is installed for you None of these answers is correct You don't need to locate, test out, and hire a programmer Correct Ans: You don't need to locate, test out, and hire a programmer Choose one: When Amazon implemented its "1-Click Ordering" it discovered that... Customers added more expensive products to their cart during each shopping session None of these answers is correct Customers didn't complain as much Customers added more products to their cart during each shopping session Correct Ans: Customers added more products to their cart during each shopping session Which of the following statements is true? None of these statements is true 1-Click is NOT mandatory for a successful sales process 1-Click is not recommended for affiliate marketers Without 1-Click, your sales process is doomed to failure Correct Ans: 1-Click is NOT mandatory for a successful sales process Choose one: Which of the following third-party payment processors allow use of 1-Click? Google Checkout ClickBank None of these third-party payment processors allow the use of 1-Click PayPal Correct Ans: None of these third-party payment processors allow the use of 1-Click e 7
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