Clickbank Case Study: Product Selection & Sales Letter Analysis
OK. We’ve gone through a lot in the past couple of days. Now it’s time to pick out a product and analyze it thoroughly. I’m choosing to promote Gabor Olah’s Proffesional Cover Templates and here’s why:
- Sales letter passed the initial “scan test” (in-depth analysis to follow)
- Keywords costs appear to be low as reported by the Google Keyword tool
- Competition on Adwords is not too heavy
- All other metrics seem good (refer to the previous day - look at Excel spreadsheet)
The only downside (for me) to promoting this product is that I’ll have a much harder time coming up with creative keywords because it’s a “tangible” product in a sense.
It does solve a problem (every product does) but it’s not your classic type of problem such as “make more money”, “get out of debt“, etc. that can really be attacked from all angles.
Regardless, I’m going for it.
First thing I want to do is look for a similar product so I can split test it against this one to see which converts better. The only other one worth examining is this eCover Creator Software.
I went ahead and ran the metrics on this one (as in the previous post) and put the two products side-by-side in my Excel sheet.
The second product actually has a price of $97 (merchant is probably testing this). It’s a much older product (2004) and has a lower gravity. The metrics tell me that it probably won’t do as well as the “control”, but the market will ultimately decide.
Now let’s break down the salesletters into parts just to make sure that sending our traffic there is really worthwhile.
As a start, both sites look good first glance. If you don’t already know this, you have no more than 8 seconds to capture your visitor’s attention before he/she hits the back button! That means when they get to your (or your merchants) landing page there better be something good there to “hook” him into sticking around to read the sales copy. I believe this to be a product of the headline and the initial look of the site. Nothing else!
Both headlines look decent, although the control’s one is more appealing to me:
“Discover How You Can Generate BIG Profits Online by Giving Virtually Any Product a New, Exciting And Professional Look For Sale on the Internet! It Took Me Just Minutes To Create My Product’s Packaging And The Jaw-Dropping, Profit-Boosting Results Were Seen Almost Immediately!”
vs.
“Finally, You Can Skyrocket Your Sales Using the Same Powerful Software the Pro’s Are Using to Make Stunning eBook and Software Covers!”
They are both benefit-driven headlines. That’s good, because benefits sell. The first headline however, stresses the ease and speed of which you will generate big profits by buying this product. Nothing sells better than the benefit of “quick easy money” - you know, stuff like, “make thousands per month working only 15 minutes/day from your home” 
Next is the “readability” of the copy. People “scan” online, they don’t read. If the text is too small, too wide, or has too many lines per paragraph (kind of like this blog 
) then people will consider it “too hard to read” and just leave the site.
You’re looking for short sentences, short paragraphs, and many subheadings (especially subheadings full of benefits) that break the page down into parts and give someone an impression of what the deal is fairly quick.
Next, you want to make sure there are no outgoing links on the page. If the visitor clicks away, he’s probably not coming back. People have really short attention spans on the web. If they get caught up in another page, forget it, you’ve lost your sale.
The control salesletter does have outgoing links (which open in a new window) in the testimonials, however, I’m sticking to my guns and promoting it anyway.
Other things of importance: testimonials and a money-back guarantee. People need proof that they’re not going to get scammed and that they’ll have a chance to get their money back if the product doesn’t suit them for one reason or another.
Once all of these criteria are satisfied, I’ll dive into the salesletter and start reading it, making sure it evokes some emotion out of me. If it’s dry and boring to me (doesn’t stress benefits), it will most likely be boring to others, and they’ll hit the back button.
That’s a “general overview” of salesletter analysis. I could write an entire book on this topic but for the sake of brevity I just outlined the most important points to look out for.
Next, I’ll go into KW research and promotional strategies (my weaker points). If you’re new to all of this then you’ve got a full load on your hands with just the info presented in this post. Remember, don’t overanalyze, the market will decide in the end.
That’s it for today - happy trails.