It’s Saturday and I’m just sitting down to do a total re-write of the VisiOlo sales page and sales offer because the current one just is not doing it’s job.

Through testing, I know that the majority of visitors who see the page are not getting to the part of the sales letter that actually talks about features and benefits — they are not scrolling past the very top of the sales letter. I know this because I’m testing a future feature of VisiOlo that very simply measures how deep visitors go into my sales page.

This new testing feature still needs some work before it delivers rock solid measurements, so I’m not going to give you hard numbers, but I have seen enough data to reinforce my intuitive feel that the message and structure of the copy is just not right.

I’m not really that surprised. In fact, in my experience, it takes several months of active selling and focused effort to ‘tune’ a sales message and offer. 

First, you have ‘gross tuning’ in which you decide what the key messages are and how to structure the delivery of those messages.  Sometimes, gross tuning is completed before you start selling the product. But, more often than not, it has to take place in the real world in real sales conditions.  This principle, by the way, is as true for products that are sold face-to-face with a sales force as it is for info products sold online.

Then, you have ‘fine tuning’ which is more about testing headlines, layout, color combinations, small changes in price, etc. This tends to be an ongoing process where improvements are small, but over time, result in steadily increasing conversions.

The VisiOlo sales message is definitely in the gross tuning phase, which means there are people visiting the sales page for whom VisiOlo could be a transformational tool, but they are not even aware of it because what they need to know is buried too deep in the sales letter, or not there at all.  This is not good for me, nor is it good for for my potential customers, so I’m starting over with a blank piece of paper.

I’ve learned several things over the last thirty days that will influence the next version of the sales message, but one thing is for sure. The current introductiory price of $9.99 has got to go.

So, if you are considering a VisiOlo membership, now is the time, before I update the offer and increase the price.

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