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PlanningArticle #232 :WHERE’S THE DOWNLOAD LINK?

For those of you who have your own products, have you ever had the following happen to you?

You get an email from a customer who just purchased a product of yours.  The email goes on to state that they paid for this product (they even send you the receipt) but for some reason they didn’t get it and they’d appreciate it if you’d send it to them.

Now, you sit there scratching your head wondering what could have gone wrong. So you go through the sales process of your site. Finally, you get to the download page itself and you see the link there, right were you put it. Why couldn’t the person find it?

Well, there are several reasons why the person who purchased this product of yours may have not been able to find your download link. Remember, what’s obvious to you is not always obvious to other people. So what follows are some tips to insure that each person who lands on your download page can actually find the download link.

The first problem, and I see this so often, is that many vendors will hit the customer with an One Time Offer (OTO) right after they have completed making their purchase. Did you ever see some of these OTOs? Some of them are longer than the original sales page, which makes sense because most OTOs are upsells of the original purchase. So if you’re going to offer one of these, you’re really going to have to sell it. Well, the problem is, because these pages are so long, the download links, which are usually towards the end of the OTO page, end up getting lost in the soup. You can find it because you know exactly where it is. But these customers are now lost in a maze of more sales copy and don’t know what’s what. And, if they should happen to take advantage of the OTO, now they have to worry about possibly 2 download links, or more depending on how many items have to be downloaded off the OTO. This can all get very confusing.

Another problem is with the download link itself. Some people use the default font and size for these links which make them, if not real small, certainly not “in your face” big. You need to make sure that your download links are big. If not big, make sure that before people get to the link that you’ve got some kind of big stop sign or something that says “YOUR DOWNLOAD LINK IS BELOW” or something like that. You want to make sure that it sticks out like a sore thumb.

Finally, some people just don’t know that this is something that they’re supposed to download. Maybe they think that after they pay they have to wait for delivery. So you have to make sure that before they even make their purchase they know how they are going to get the product and give them explicit instructions on how to get it.

With customers, you can’t take anything for granted. As a successful marketer, you probably know everything there is to know. But some of your customers may be absolutely new and know nothing about downloading digital products. So for these people, make things as simple and as clear as you can.

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