Would HP leave money on the table?
I have been researching computers recently and noticed on our friendly SmartCompany site a banner ad for HP. See below:
Latest banner ad campaign with pocket hard disk offer got me excited
Essentially you can get a Free 160GB pocket media drive for any order of a specific notebook or desktop. I clicked through and looked at the landing page to see what types of models this would come with. The page loaded up and I could see the offer presented nicely.
The HP landing page for the user to get details and purchase
To be honest I wasn’t ready to buy because I wanted to see how much it would cost to ship so I decided I would add it to my cart and checkout till it calculated my shipping price. Unfortunately, HP left me hanging and didn’t give me a button to add it to my cart.
The secret revealed
So there is one button that prevented HP from making their sales. Just like HP have left money on the table do you have a money button on all pages?
Money buttons
Money buttons mean different things to users, its important to connect the action you want them to take with the text on the button. This plays into what convention has taught people and increases your conversion rate.
- Buy now – And easy action to take which also includes some time pressure.
- Apply now – Not everyone can join this particular item and instead you are required to apply.
- Free Instant Download – Get this whitepaper for free, immediately and straight to your computer. No need to wait for the boys at the snail mail factory.
- Book Now – There are quite a few people and tend to be limited places so you will need to register your interest. Usually a confirmation will come back after this.
- Apply online – Complete a form but do it online, there is no offline method to get this benefit.
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