The New Sales Page

Appsumo is brilliant. I just wandered over to Facebook, and was doing my this and that, and then I noticed a little ad in the right hand side (if you can’t see this, click here):

Appsumo Facebook ad

The ad is simple. But what caught my attention was the really colorful pie chart, and then “The Guy Who Wrote The Google Analytics Book.” To me, this was quite the authority call-out. I thought, “Well, I guess I can’t do a lot better than that, now can I?” So I clicked.

This takes me to Appsumo’s site, where they don’t let me in unless I give them my email address. Here’s that page:

appsumo gate page

Now, this should stop some people. Some people won’t even give away their email adress, even if they think there’s a nice deal behind the page. But look. It’s simple, it’s funny, and it’s convenient. All three things equate to trust, don’t they?

Just your email address, nothing fancy = I trust you because you’re not really asking me for much.
“We’re not jerks,” something funny = I trust you because people who point out they’re not jerks are less likely to BE jerks (we hope).
You can even login using your Facebook credentials, something convenient = I trust you because I don’t even have to worry about you bugging me in my inbox, if I live on Facebook.

Once inside, the yummy gets even better.

Appsumo

  1. Success. We’ve already achieved success. I feel good already.
  2. I understand what you’re selling. It’s simple and easy to read.
  3. There’s that social proof again. He’s the GUY WHO WROTE THE BOOK.
  4. There’s that title again. I KNOW what I’m buying.
  5. More “funny” to make me feel better.
  6. Look! A VIDEO testimonial.
  7. I forgot to talk about this. A countdown. URGENCY.
  8. And look, more funny PLUS a guarantee.

And then at the bottom, we get this:

Buy Now

This Is the New Sales Page

You can count the ways this is awesome. I have even forgotten a few. For one, there’s a Facebook Like and a Tweet link at the bottom, too. So not only can you review the deal, you can SHARE THE HECK OUT OF IT with other people, thus extending Appsumo’s efforts even more.

By the way, they’ve also purchased some ads via ad networks, because I started seeing Appsumo ads on places like Skitch.com (where I store the above screencaps) while I was referencing them for this post. So they’ve even thought about THAT.

This is the new sales page. It’s not just a bunch of technology that makes it better. It’s great design. It’s simple sales methodology. It’s a push towards a call to action that’s really hard to resist. It’s a clean page that drives my attention directly towards that obvious decision to buy. Most of that has very little to do with tech, and everything to do with treating your buyers like you care about them and then adding ways for your buyers to participate and share.

Okay, that’s not entirely all.

How Online Sales Move: A Macro Perspective

Let’s zoom out just a little and look at the sequence:

  1. I see a well-crafted Facebook ad and click. (Lots of how-to needed to do this well.)
  2. I opt in via email to get access to the deal (simple, but we’re rarely doing this, are we?).
  3. I get a great sales page with video testimonial and other features (the video added a LOT to this pitch).
  4. I not only can buy, but I can SHARE (which is one super huge takeaway).
  5. Everything is simple and light and the design matches this.

Is Your Sales Page Anything Like That?

How are you selling? Are you doing any of that? I know mine aren’t. That’s why I picked up Premise (affiliate link): software that helps WordPress make better sales pages (among other things it does). I decided that I needed some help in figuring out sales pages that sung the way Appsumo did, technically. The funny and trustworthy? I’ll have to earn that, myself.

What about your pages? What do you think?

Premise Landing Pages Made Easy

ChrisBrogan.com runs on the Genesis Framework

Genesis Theme Framework

The Genesis Framework empowers you to quickly and easily build incredible websites with WordPress. Whether you're a novice or advanced developer, Genesis provides you with the secure and search-engine-optimized foundation that takes WordPress to places you never thought it could go.

With automatic theme updates and world-class support included, Genesis is the smart choice for your WordPress website or blog.

Become a StudioPress Affiliate

  • Pingback: The New Sales Page

  • Nic

    Thanks for blogging about Appsumo – I must investigate it.

    On the broader points you make, I am fascinated by internet marketing and at the moment, am appalled at some of the tactics used. There are so many scams. A couple of things are clear:

    1. Social media has opened up a new communication channel. Businesses are used to business to business and business to customer – now, social media has opened up a customer to customer channel. Recent research says that 78% of people will buy a product based on peer recommendation while only 14% trust advertising.

    2. The nature of sales and marketing has changed. It’s no longer about broadcasting your message in the David Ogilvy way, or wandering around with a product looking for a problem to solve. It’s about Connecting, Engaging and Sharing with your potential and existing customers. Takes me back to the Dale Carnegie days… nothing’s new!

    • http://chrisbrogan.com Chris Brogan

      Agreed, Nic. It’s a whole new world for sure. : )

      • http://sitefling.com Justin Brooke

        Where does the sharing line stop and the paying line start? Does the road ever stop and say ok to keep going forward here, you have to pay up?

        Or is there always a free road for those people who will never buy from you but love getting your emails, blog posts, tweets? Is there ever a point where we say it’s time to put a quarter in the machine?

    • http://chrisbrogan.com Chris Brogan

      Agreed, Nic. It’s a whole new world for sure. : )

    • http://www.copyblogger.com Brian Clark

      A lot of what David Ogilvy said is way on point now. It’s the people who came after him that screwed it up.

  • Pingback: The New Sales Page | Your Internet Marketing Expert

  • http://raulcolon.net Raul Colon

    At the beginning of the post was not sure if you where recommending it or if you where alerting us of all the attempts to sell you something without handing you what was offered.

    But I have to agree how creative they got to offer you so many ways for you to buy and also promote the product. I will be taking a look at Premise to see how that fits with my current needs. Another one of these posts that I will have to look over an over again to make sure I can use it to the fullest extent thanks Chris!

    • http://chrisbrogan.com Chris Brogan

      They owned me from the first transaction. I loved it. Worked amazingly well for me.

      • http://raulcolon.net Raul Colon

        I am going thinking on how I can buy the Premise looks like a great tool.

      • http://raulcolon.net Raul Colon

        I am going thinking on how I can buy the Premise looks like a great tool.

  • http://raulcolon.net Raul Colon

    At the beginning of the post was not sure if you where recommending it or if you where alerting us of all the attempts to sell you something without handing you what was offered.

    But I have to agree how creative they got to offer you so many ways for you to buy and also promote the product. I will be taking a look at Premise to see how that fits with my current needs. Another one of these posts that I will have to look over an over again to make sure I can use it to the fullest extent thanks Chris!

  • http://www.asianefficiency.com/ AE Thanh

    Nice breakdown Chris. I’ve seen the little spurts of humor in marketing campaigns and I welcome them. It’s nice for a change to see companies take a more relaxed and personal approach.

    I’m done with the long sales letters. I like this much better.

    • http://chrisbrogan.com Chris Brogan

      I’ve been learning about this. Not that long sales letters are bad, I’m told. But I’m learning that there are variants.

  • http://www.asianefficiency.com/ AE Thanh

    Nice breakdown Chris. I’ve seen the little spurts of humor in marketing campaigns and I welcome them. It’s nice for a change to see companies take a more relaxed and personal approach.

    I’m done with the long sales letters. I like this much better.

  • http://robertsaric.com/ Robert Saric

    Hey Chris,
    You’re right on the mark with this article! I’ve always appreciated Appsumo because they do a great job ‘humanizing’ the decision making process.

    I appreciate when my first interaction with a sales page gives me the sense that the company is genuinely authentic. It’s a powerful sales driver.

    Yet another insightful post Chris! :)

    • http://chrisbrogan.com Chris Brogan

      Thanks, sir.

  • http://twitter.com/phillyrealty Christopher Somers

    Great example indeed here Chris ! Will check out their product too !

  • http://www.margieclayman.com Marjorie Clayman

    They call me the rainmaker because I rain on everyone’s parade :)

    The question in my mind is the relationship between AppSumo and Facebook. Facebook applications, as we know, are not the most secure things in the online world (the open graph is the king of the applications, by the way). So maybe they don’t need to ask you anything other than your email because they can already access your information from facebook, especially if you click the “like” button.

    What do they do with your email once they have it? That’s another thing I’m interested in. If they can access your Facebook info AND then get you via your personal email, that’s a lot of power to give a website.

    My red alert button is beeping at me.

    I could be 100% wrong, which is awesome, but I have been married to Facebook long enough to know that there are always loads of fine print, so I am always cautious about jumping into something from the Facebook platform.

    I’d be curious to hear what you learn about those aspects of this program.

    • http://chrisbrogan.com Chris Brogan

      I’m curious what you do to get information if you don’t volunteer any. Giving away one’s email address is pretty much standard fare for getting information, n’est pas?

      As far as the Facebook connect, that’s been showing HUGE adoption. People are preferring to give that OVER their email address.

      And yet, I’ve never yet been put on any horrific tears of spam information specifically targeted to me.

      But your point was that the FB part makes you nervous, and so I still think Appsumo wins: they give you EITHER email OR Facebook options. If you don’t want to give either, who’s going to win you over anyhow?

      • http://www.margieclayman.com Marjorie Clayman

        fair points. I guess what bothers me about the Facebook thing is that it isn’t always your decision who gets your info. If a friend signs up for an app, your info can still be “borrowed” without your knowledge – or at least that’s the way it was when the open graph first started. Maybe they’ve tightened that up a bit.

        Anyhow, if AppSumo is separate from Facebook (or can be) then you’re right, it’s a win regardless. I’ll have to look at it more!

      • http://www.margieclayman.com Marjorie Clayman

        fair points. I guess what bothers me about the Facebook thing is that it isn’t always your decision who gets your info. If a friend signs up for an app, your info can still be “borrowed” without your knowledge – or at least that’s the way it was when the open graph first started. Maybe they’ve tightened that up a bit.

        Anyhow, if AppSumo is separate from Facebook (or can be) then you’re right, it’s a win regardless. I’ll have to look at it more!

  • http://cindyking.biz/ Cindy King

    Thank you for sharing this Chris. It seems like there are more “make people feel good” elements than what I usually see. Plus I’ve begun to skim over the standard “credibility” elements and this one is refreshing and a good fit for here.

    • http://chrisbrogan.com Chris Brogan

      I thought so. Quite a human business experience, I think.

  • http://www.TheFranchiseKingBlog.com The Franchise King

    Chris,

    Thanks for that information. It’s cool that you spotted it.

    There’s something even better on their landing page;

    Previous Deals.

    That’s what my HOT Button was; I wanted to see if there was something else available, since “today’s” deal didn’t interest me.

    Nice.

    The Franchise King®

    • http://chrisbrogan.com Chris Brogan

      True that! It totally makes one want to go back and check what they might have missed (a powerful human emotion).

      • http://www.TheFranchiseKingBlog.com The Franchise King

        And, I just made a purchase from something they had a few weeks ago.

        Just doing my part to help the economy, Chris.

        JL

  • http://twitter.com/jschoolcraft Jeff Schoolcraft

    Chris #7 isn’t a video testimonial, it’s the actual product, a 90 minute video between mixergy + appsumo.

    Noah is also great when he’s online, he’ll pop on with a “live chat on my web page” thing and say something like “Hi, I’m not a robot” and chat with you.

    • http://chrisbrogan.com Chris Brogan

      Oh, well right. Gotcha. : )

  • http://www.jonathanvaudreuil.com/ Jonathan Vaudreuil

    This is one of the most awesome things I’ve seen.

    The mixture of personality, style, simplicity, and functionality while moving someone forward to making a purchase is just mind-blowing. They do so many small things right.

    I aspire to build sales processes this good. The bar has been raised.

    • http://chrisbrogan.com Chris Brogan

      Agreed, sir.

  • http://www.danieldecker.net Daniel Decker

    I like it!

  • http://www.brickmarketing.com/ Nick Stamoulis

    When creating a campaign like this one, it’s all about the landing pages. They need to be enticing. As you mentioned, some people might be hesitant to give their email address, but if they’ll be getting something valuable they might be more likely to do so.

    • http://chrisbrogan.com Chris Brogan

      Precisely, Nick. I think it was a clever way to get people into the mix.

  • Anonymous

    Love this sales pitch. I will be getting some of their products later on:)

  • http://ajleon.me ajleon

    Great points, Chris, I use Appsumo all the time and somehow never stopped to think and apply the things they do right that compel me to purchase. :)

    • http://chrisbrogan.com Chris Brogan

      A-ha! I’ve gotcha. : )

    • http://chrisbrogan.com Chris Brogan

      A-ha! I’ve gotcha. : )

  • http://KolbeMarket.com BarbaraKB

    Collecting e-mail addresses: we’ve come full circle in online marketing… YEAH! :)

  • http://twitter.com/charityestrella Estrella Rosenberg

    Great post about what works!

    My only caveat…and I know my fellow PhD Susan Giurleo will agree…you may feel better when someone tells you they’re not a jerk, but in general, people who tell you they’re not jerks aren’t less likely to be jerks – they’re more likely. (not saying AppSumo is a jerk – just pointing out that it should never be used as a measure of trust)

    • http://chrisbrogan.com Chris Brogan

      I’m a jerk. I just explain that. Makes it easier. : )

      And yes, I totally understand the premise. Just like “We’re not spammers” means that maybe they are.

    • http://chrisbrogan.com Chris Brogan

      I’m a jerk. I just explain that. Makes it easier. : )

      And yes, I totally understand the premise. Just like “We’re not spammers” means that maybe they are.

  • http://www.jasonleister.com Jason Leister

    But does it work?

    • http://chrisbrogan.com Chris Brogan

      I bought. Does that count?

      • http://www.jasonleister.com Jason Leister

        That’s one! :)

        • http://sitefling.com Justin Brooke

          I bought too… and have several times

          that’s two :)

          • http://www.SmallBusinessOnlineCoach.com Matthew Hunt

            me too, so that’s 3. ;)

  • http://abasov.tumblr.com Mike Abasov

    With “enter your email” thing. I just close the tab at this point. I don’t see why I would give you my information, before you’ve provided anything of value to me. Groupon does the same thing with Facebook ads, and I just don’t get it.

    • http://remarkablogger.com Michael Martine

      You already have an idea of what you’re getting or you wouldn’t be there in the first place.

      • http://abasov.tumblr.com Mike Abasov

        In this day and age, you can’t trust banner/context ads, can you? :)

        • http://remarkablogger.com Michael Martine

          It’s not a big deal to me, I guess. Don’t like it? Unsubscribe later. Trust
          is theirs to prove, I give ‘em the benefit of the doubt.

          • Mark J

            I guess that the cynical part of me knows that once I hand over my e-mail address, they can e me right in my inbox!

            However the smart part of me understands that I can unsubscribe and reject if necessary.

            Even in physical stores that I quite like I still refuse to give them my e-mail address as I hand them my credit card!!

  • http://www.tonyjalicea.com Tony Alicea

    This ad campaign is killer! Thanks for sharing. I know MANY people who can learn from this.

  • Pingback: CoolKurt.com » Blog Archive » I agree, good sales page.

  • http://remarkablogger.com Michael Martine

    Let’s get real meta… How about a post on how to rock affiliate sales to marketers by making an example and a lesson out of a totally different product’s sales page.

    I think you just achieved marketing Inception, sir. ;)

  • http://www.bigjobsboard.com/ Brad Jobs

    Thanks for sharing this article. This is really useful. I think I should study this one first to see if this really makes everything better. Thanks for the information.

  • http://twitter.com/justincutroni Justin Cutroni

    Hi Chris,

    I guess I should say thanks for the endorsement :) Hope you enjoy the video and always appreciate feedback!

    Regarding the main point of your post, I knew from the second I met Noah that I wanted to collaborate with him. He has the innate ability to connect with people, through the digital medium. And that’s the secret to success.

    Justin Cutroni

  • http://www.snapontorquewrench.com/ Torque Wrench

    there should be a good landing page for this, its pretty hard to collect verified emails now a days, even if where not in the circle for spamming, most people will think were still one of them, but yeah this one looks effective than those I’ve come across the web..

  • Pingback: Search Engine Optimization Essential for New Websites | Internet Marketing Products Reviews

  • http://www.pacebutler.com/ old cell phones

    Yes Chris, till some days ago, I was using Appsumo all the time and somehow never stopped to think and apply the things they do right that compel me to purchase. :)

  • Pingback: Jimmy’s Daily Fix — The MLS App Facebook Training

  • http://www.spaceheaterstudios.com/ Houston Internet Marketing

    Great landing page, so well thought out! Thanks for sharing this. I think for the average user it would be scary to provide the email right at the start of the page, but they handle the situation with humor and build rapport with visitors.

  • Anonymous

    Definitely like the cheeky and “human” quality of the site and the jerk comment. I struggle however with asking for the email address — already expressed in others’ comments! It’s a huge deterrent but an interesting tactic at establishing a highly targeted audience. Cool find.

  • Pingback: Where’s Your Call to Action? | Ariel Marketing Group Blog

  • http://www.richardbravo.com/richard-bravo Richard Bravo

    Excellent breakdown Chris. I’ll come back to share more thoughts once I have time to injest it all. For now I’m syndicating this out to my circle. Cheers!

  • http://www.simplyzesty.com Niall Harbison

    I’m not sure to be honest. Huge barrier to entry. Guess it depends on what they are after. I guess all that matters to them are email addresses. I’d be stunned if this is converting very well though

  • http://twitter.com/Boatingchecks Vinny

    If I land on that page and they want my email addy I am gone and never see what they are selling – total fail

    • http://bradmills.tumblr.com Brad Mills

      That sucks for you, but tests have confirmed that for every one person like you who will abandon because of the email box, there are at least 2 more who will convert. The 2 extra conversions are better than the 1 bounce… it’s a numbers game, don’t take it personally =)

  • Pingback: From Around the Web | Navigating the Social Web

  • http://martinstellar.com Martin Stellar

    It would be great if someone could explain the rationale behind asking for my email address before I get access to information – no wait, to a sales page. You may call me cynical, but should I give that info just because someone shared/mentioned/promoted a link? Or -no offense Chris- Chris Brogan lauded the page and the product?

    I’ve so often been less than impressed with what people have shared or promoted – and while people might say that I hang out with the wrong crowd, I can assure you I don’t.

    Seriously, can someone explain that?

    As for the sales page: It’s good, but nothing new. If it’s revolutionary, that’s only because every sales page *should* look like this, each in their own way, but not many do.

    • David B.

      I can explain it for you. Not sure if you’ll like it…

      Essentially…if someone creates valuable content
      that they are ‘giving away’…there is usually a price
      associated with creating that ‘free’ content. So,
      in essence…they don’t give it to you for actual
      ‘free’…the price they make you pay is your email
      address.

      Based on looking at what you get for your email,
      you can choose if it’s worth it…and then make
      that choice to ‘pay’ your email address for it.

      You also have the choice to unsubscribe right away
      if you don’t enjoy their follow-up emails (Their job
      to provide enough content to earn the right to ask
      you to, on occasion, consider an offer :).

      I run/manage online promotions for a living, where
      we rely on optin pages to build the interest list. But,
      again…its our job to earn the right to ask for someone
      to consider an offer. If we don’t do that well….mass
      unsubscribes ensue :)

      Maybe that helped explain?

      David B.

      • http://martinstellar.com Martin Stellar

        Thanks David. I do understand the principle you explain, in fact I write copy for landing pages and sales pages. My confusion was due to an error on my part: I completely missed that big bold headline that gives the bit of information I was missing: ‘Daily deals for webgeeks’. I *thought* I was looking at a landing page with no information whatsoever, my mistake. Still, it’s very, VERY marginal information to share in exchange for an email address. Then again, it’s a filter as well, so I guess they gave it a lot of thought.

        • David B.

          lol…that’s actually my bad. I thought you meant squeeze pages in general…not the specific one above.

          So…yeah…in case you hadn’t heard it explained like I did in my comment…hopefully it was at least interesting…even though, in hind-sight…wasn’t responding to your actual question :)

          Cheers,

          -David

          • http://martinstellar.com Martin Stellar

            Maybe, but the question wasn’t clear either. Thanks though!

  • Pingback: viralsocialmarketing.com » Copyblogger Weekly Wrap

  • Pingback: bellagurl: Eastern North Carolina Advertising Agency

  • Pingback: Justin Cutroni and Gahlord Dewald live conversation about web analytics.

  • http://twitter.com/runningskull JR Patten

    AppSumo’s pretty sweet, and I’ve bought a deal from you (the Lean Startup bundle, which was a fantastic deal). But I’ve always *hated*, **hated** your front/splash page. The first emotions I feel every time I go to your site are frustration and helplessness, which is certainly not what you’re aiming for ;) Here’s why…

    The only reason I ever navigate to AppSumo is to find out if I’m interested in the current deal. It’s irritating that I’m forced to enter my email (at all, but especially…) with no clue what the deal is. And as a user I feel helpless because there is no apparent (or even non-apparent) way to skip that screen and just find out what the deal is. All in all that screen leaves me very frustrated and often disinterested. It doesn’t help that I get asked every time I go to the site, even though I’m registered and have an account (which I’ve never intentionally logged out of).

    I’ve bounced from that page quite a few times, and later found out the deal was something I wanted. :(

  • http://www.bluebanana.co.nz Linda Coles @ Blue Banana 20

    Excellent stuff Chris, I can see me using it for the book launch in September. Well spotted and thanks for sharing. Linda

  • http://twitter.com/CesarMalacon Cesar Malacon

    Good “e-pitch”! What about this: When Pitching a product in a live presentation: “If, out of a crowd of fifty, twenty-five people come forward to buy, the true pitchman sells to only twenty of them. To the remaining five, he says -”Wait! There’s something else I want to show you!” Then he starts his pitch again, with slight variations, and the remaining five become the inner core of the next crowd, hemmed in by the people around them[...]” -taken from “What the dog saw”, Malcolm Gladwell- HOW TO GENERATE THIS EFFECT OR BRINGING THIS TECHNIQUE TO THE MEDIA IN BUSINESSES?

  • Matt Zembruski

    Chris — I was surprised when I read this post. I went to college with Justin and haven’t talked with him in a long time. I just sent him a note of congratulations for his success. Thanks for putting this post together. Not only did it reconnect me with a college friend, but it is very informative and helpful.

  • Nathan

    Great pitch. I’m a marketing specialist. When I do other people’s stuff, I’m fine. When I do my own, I go down a few notches. Any suggestions?

  • Pingback: How to Create a Million-Dollar Business This Weekend (Examples: AppSumo, Mint, Chihuahuas)

  • Pingback: New Rich Republic - How to Create a Million-Dollar Business This Weekend (Examples: AppSumo, Mint, Chihuahuas)

  • Pingback: How to Create a Million-Dollar Business This Weekend (Examples: AppSumo, Mint, Chihuahuas) | Ex Launcher for iPhone