I always get a good laugh when I see paid blog posts by designers that try to compete in the DR space. Most of these guys have no idea what they’re talking about. They put together a group of website designers from eLance and take directions from their clients on pages. The problem is that their clients don’t know much about what makes pages convert, so the end results are non-competitive pages. The only way to push those pages are through shady affiliate presale pages because they can’t convert on their own – there’s no longevity in that.
Good “graphic” design plays an important role in conversions, but it’s not nearly as important as the psychology behind the offer.
Top converting offers flow from beginning to end, selling an incredible story to the consumer. Each section acts as its own chapter, guiding the consumer step by step to the climax, which in DR prose is the conversion.
Here’s an example of a landing page that sucks and needs a fake affiliate presale page to sell it:
Now let’s take a look at a top notch direct response page – one of my personal favorites 😉
ForceFactor is the most successful “muscle” campaign the online direct response space has seen. This offer was originally launched online and due to the enormous success, it made it to the offline space.
Apply solid DR principles to any halfway decent design and you’ll convert really good. Apply those same principles to high end design and you’ll crush your competition 🙂