The psychology of order forms: Are you following these 3 rules?
Order forms are near and dear to my heart.
Because that’s where your prospect becomes a buyer. It’s the final ‘handshake’ of the deal, if you will.
But there are a number of things you need to bear in mind when you’re designing your order form, to keep the ball moving. See, if you’re buyers are gonna bail, they’re most likely to do right here. So you want to be very clever when it comes to putting your order form together.
Here are 3 order form secrets you want to be all over:
1. First, don’t make a big deal about your order form. I don’t care whether you’re doing direct mail or whether you’re creating a web page online, the order form is NOT the time for big glitzy graphics and lots of hoopla going on.
Imagine, if you were buying a car, and just before you walk into the financing guy’s office (which is intimidating enough, unless you’ve gone out of your way to control these folks), as you walk through the door, someone puts a party hat over your head and bells and whistles start going off.
Might make you feel strange, no?
Might make you think, “Hmmm… what’s really going on here?”
So the first thing you want to do is make your order form as simple and ordinary as possible. If it’s not natural and ordinary to your prospect, then ordering won’t be natural to them either, and that is NOT the environment you want to create.
2. Second, consider putting upsells on your order form. The best time to sell someone something else, is when they’re getting ready to buy from you.
This is why you’re surrounded by crap at the register in your grocery store. You’re primed to grab a few more things and drop them on the counter at this point, and most of us do just that.
3. And lastly, make sure you offer multiple ways of ordering.
When I use direct mail, for example, there are always three ways of ordering: fax, phone, or postal mail, and many times I also have a fourth way – I point them to a website.
Even online – when you go to any of my ordering pages, you can also order by phone or fax.
Again, this makes things much easier for your buyers.
And easy… is good.
Now before I go, let me just say this: every time I say something even remotely negative about car salesman, or the car selling process, I get a half-dozen guys sending in e-mails here about how much they hate me and how they’re unsubscribing.
That would be like me getting all up in a roar with someone because they said I’m bald.
Why the truth is so painful for some people, I just don’t know.
I’d rather spend my time focusing on the positive energy in life, than the negative, but… who knows? Maybe I’m missing something…
Now go sell something, Craig Garber
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