When it comes to web page design, most people concentrate on their sales pages and neglect the actual order form page.
Don’t make this mistake!
The order form page is crucial — this is when people will actually get out their wallets and start typing in their credit card information. For many people, opening their wallet is a unpleasant activity.
The act of paying is perhaps the most uncomfortable infliction that the two orchard thieves entailed upon us. —Herman Melville, Moby-Dick
So how can you ease the pain and help customers get over that last hurdle?
Put Yourself in Your Customer’s Shoes
Think about what is going through their minds just as they are about to pay. Are they thinking it might be too much money? Are they worried the product might be cheaply made?
Now provide them with the information they need to get them over the final hurdle. If there are any questions, answer them; any doubts, ease them.
Worried about price? Show them how much it will cost them not to act today.
Wondering about quality? Hit them with another testimonial, or a money-back guarantee.
Example of a Good Order Form in Action
Check out this order form from internet marketer Ryan Deiss.
Here’s what I like about this page:
- The form is broken down into sections (Step 1, 2, 3), which makes a long form seem less intimidating and more digestible for the user. Typically, you want to make a form as short as possible. But if you need to collect all of that information, at least make it feel easy for the user.
- The sidebar on the right repeats what you’ll get when you order the product. It also eliminates any potential barriers to sale with proof & a money-back guarantee.
- There’s a nice big button at the bottom of the form, making it very clear what to do next.
Here’s what I’d test and try to improve:
- That checklist in the sidebar is awfully long with a lot of text. I’d try breaking it up and making it easier to scan.
- I’d try placing a customer testimonial in the sidebar too, to show that this products works for real people
- I’d put a headline at the top that repeats what you’ll get and why it’s important
- I’d change the form button text (“Submit Order”) to something more positive and benefits-driven, such as “Get Instant Access”
I hope this gives you ideas of what you can test and improve on your website.
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