2 builders who never spoke to each other

Cut the form down to what you truly need

Every field is a place where a willing person changes their mind. For a single digital product the buyer needs a card and an address and nothing else, no account and no cart, and keeping the checkout in an overlay means they never appear to leave your site. Where you are only collecting an address, put the reassurance about cancelling and spam right beside the box.

The method

1. 01

   Embed the checkout in an overlay on your own sales page so the buyer never appears to leave your site

2. 02

   Pick the checkout with the fewest fields: for a single digital product the buyer should need only an email address and a card, with no account and no cart

3. 03

   Keep the signup form to email and password, with a name at most. Long forms lose people who were otherwise willing.

4. 04

   Offer social login on every project. Removing one step of typing converts people who would otherwise leave.

5. 05

   Put the risk reversal right next to the email form: no obligation, cancel whenever, never spammed.

What it returned

• 45

  The founder names a slow registration flow as one of the causes of the 45 signup result.

• Chosen checkout asked for email and card details and not even a name, against alternatives wanting name, address and a password to deliver a PDF

• Phoenix shipped without Facebook, Twitter or Google login, which the founder lists as a mistake.

Sources

• My Experience Selling With GumroadNathan Barry · nathanbarry.com · What I love about Gumroad · 2012-10-31
• Step-By-Step Landing Page CopywritingNathan Barry · nathanbarry.com · Reworking the rewrite · 2013-02-19
• Phoenix: Failed to Keep It Stupidly SimpleEnrique Benitez · failory.com · What did you learn? · undated