Often we encounter emails, landing pages, and ads that try to persuade us to make an online purchase. I was enticed by a recent offer so I decided to create an AppSumo landing page case study based on my purchase. We will review what compelled me and why. I figured I would share a first-hand encounter from the perspective of someone going through the buyer’s journey and interacting with the landing page.
The Ultimate Landing Page
There she is in all her beauty! Seriously though the first thing that pops out to me is “How To Make A $1,000 A Month Business”. Personally, I have landed consulting clients that pay more than that but I was intrigued because AppSumo is a Saas startup that focuses solely on converting website visitors into leads. On top of that, they accomplished the feat of getting 1 billion website visitors within 1 year. So you can say the credibility was there.
The Effects Of Video Engagement
Within a video usually, companies cover their features but great companies know to engage with website visitors by showing how some of their problems can be solved within the short video. This help with validation for the product or service and also helps your website visitor take action. The goal of AppSumo video above the fold was to persuade – CHECK
Adding video definitely added a human touch to their brand and made the interaction seem more personal in the specific instance.
Creating Scarcity! Holy $h*t
So at this point, I’m interested and of course, the price comes to mind. Ever find yourself in a bidding war over price? I have learned experts don’t chase down clients or barter, they simply offer value and close! “Only 171 Spots Remaining” In my head, I’m thinking Ok I need to hurry and make a decision. Looking back I see that we make purchases based on emotions and the more an offer resonates with our pain point the more likely we are to make a purchase regardless of price.
Next, I scrolled down the website and encountered four types of customers. Jay the consultant resonated with me so I clicked on him and a bio that resonated with some of my pain points appeared. If you’re a freelancer or consultant you may encounter these problems as well
- Waste time communicating with potential clients who can’t afford you
- Spend time developing custom services before validating a need/clients purchasing power
- Get stuck in the case study and referral trap
By this point, I’m definitely intrigued and the price is the only concern. Upon being greeted with the offer below I found out I can pay $70 for 12 months. Paying $840 for a potential $1,000 is a no-brainer. I already have experience doing consulting and get leads. Learning how to identify the ones worth putting effort into and increasing my business competitive advantage is worth it.
If you end up taking the 60-day challenge comment and let me know which of the 4 buyer personas (Digital Product, Physical Product, Consulting, Self-Branding) you are and how you were impacted by the course. As well I will keep tabs on my progress in the first 60 days and beyond.