A friend of mine got all excited about going to an event coming up this fall after reading the “sales” page for it, and then got so annoyed with what he described as a “marketing trick” that now he won’t even consider going.
And this is an event being put on by someone he really likes and respects.
He asked me to read the page myself to see if I could figure out what he was talking about — and I guessed correctly.
The trick: There was no mention of the price for the event. You had to click through to the registration order form to find out what the event was going to cost.
Trick or not, the truth is, the person who owns the site and is the sponsor of this event lost a huge opportunity for being able to generate a lot more jazz and excitement for this event, because if you DO bother to click through to the register order form, you find three fabulous options for attending.
They missed a great opportunity to sell those options to their site visitors by hiding them on an order form.
The problem is that many folks are too afraid of clicking on that button that says “REGISTER” for fear that if they do, they’ve just made a commitment!
And unless you are willing to spend a lot of time clicking around on this site you have no way of knowing whether your registration might include the hotel or if that is extra or what you’d have to do to make a reservation in the first place.
In short, whoever put the site together has made it way too much work to get a full understanding of what is being offered by making you jump around from page to page, and even then, you’re left with way too many questions.
I know many of you tell me that you get so annoyed at long sales pages, but this is a great example of a case where a sales page (of any length) would be a great idea if it covered all the details and options – including the price – all in one place.
The bottom line: Don’t make it hard for people to get the information they need to make an informed decision about anything you’re offering – whether for a free special report you’ve written – or for something you’re selling.
And if you’re selling something, for heaven’s sake, include the price of it on your sales page. Sheesh!
( A SIDE NOTE: I just heard from the owner of this site and she told me that that practice annoys her, too, and that she will get it fixed. She hadn’t noticed it before. And this is another lesson. When we let others create something for us we need to make doubly sure that whatever they write or do reflects our own way of thinking and doing business. Our own business values, if you will.)