a single source, nothing corroborates it

Rebuild the sales page to a fixed count

A failing page gets rebuilt to a stated budget of elements rather than to taste: five benefits, four objections answered, three testimonials, two prices and one bonus, and nothing beyond expectations, problem, contents, price and what buyers said. With the structure fixed, the remaining variable worth testing is the order, including running the sequence backwards so price and bonus come first.

The method

1. 01

   Have the product page answer five things and nothing else: what to expect, which problem it solves, what is inside, the price, and what buyers have said.

2. 02

   Rebuild an underperforming sales page on a fixed count of five benefits, four objections answered, three testimonials, two price options and one bonus.

3. 03

   Test the page with the sequence inverted, leading on the bonus and the prices and closing on the outcomes, against the conventional order that opens with benefits.

What it returned

• 27%

  A solopreneur with decent traffic and a good product applied this rewrite with Welsh and saw on-page conversions rise 27%.

• Welsh's argument for the reversal is that it raises interest and clears concerns before the full result is laid out.

Sources

• My $4.8M Social Media Sales FunnelJustin Welsh · justinwelsh.me · Step 4: Make It Easy To Buy · 2023-10-14
• The 5-4-3-2-1 formula that boosted sales by 27%Justin Welsh · justinwelsh.me · The 5-4-3-2-1 formula that boosted sales by 27% · 2024-07-06