Would You Like Fries With That?
You may not know what an “OTO” is but I’m certain that the classic McDonald’s phrase above strikes you as “nothing unusual”…
Why? Because offline businesses have been using “One Time Offers” since well before their awkward cousin known as online marketing ever came into existence!
The Everyday Offline Example of OTOs
“Would you like fries with that?” is a simple example of McDonald’s, having gotten your main (“Front End”) order and offering you a related offer to go along with it. This is known as an OTO which stands for “One Time Offer”. This is also known as an “Upsell”.
As in the case of McDonald’s you can simply say yes or no. And then you may or may not be asked if you’d like a hot apple turnover! (That would be a second OTO if you are keeping track. Some would call this a “DownSell”) Again, a yes or no… and then you go on your merry way to complete the check out process.
All of the same aspects apply in online marketing even though there may not be a clerk at the window taking our order.
Recommended for YouWebcast: The Art of Growth Hacking: Gaining Early Traction by Doing Things that Don't Scale
An Online Marketing Example of OTOs
A common online marketing example of that would be my recent online purchase from Verizon Wireless (a mobile phone provider).
First I selected the phone…
Then I selected the plan…
And then, rather than checking out here… they asked me if I’d like some accessories!
Even though I still hadn’t gotten my phone yet… they were already bolting on another sale.
Why? Because OTOs work (and they work well)!
But what about products and services in the Internet Marketing niche… where a fancy-dancy shopping cart may not be involved?
It is easy to do digital product and delivery – complete with upsells, downsells and exit-offers with a little technology help and understanding today. Once you understand the mechanism by which you pass the customer back and forth to paypal, such as I taught in a recent course, the rest is pretty straight forward.
What Does A Simplified One-Time-Offer (Upsell) Sales Page Look Like?
This is a “wireframe” style mock-up of what you can expect to see on a basic OTO page.
Admittedly, while this is an over-simplified mockup, it shows all of the essential elements for a one-time-offer page.
It’s also important that you understand this page so that you understand how to say “no thank you” to those fries if they are not in your diet for the day!
Dissecting The One-Time-Offer Page
In the image above, there are six components. Lets walk through them:
1) The Pre-Heading: The lack of a pre-heading is one of the largest sources of confusion for internet marketing novices. It’s absence improves page conversion but at the expense of confusion. However, many OTO pages are lacking it not because of malicious intent but because they are simply redirects from a regular sales page and the marketer has done no editing on the page.
When my Upsell pages are missing a pre-heading, I prefer to make it easier to bypass them such as using one of the WP plugins that creates a floating “no thank you” link in the left hand margin.
2) The OTO Sales Headline: This is identical to any other sales headline and usually not crafted differently. This may not be used if a video is being used to convey the offer.
3) The Video/Image: These may not be used if a Sales Headline is being used. However, often majority of the sales copy for an OTO is presented in a video so I felt it useful to mention it here.
4) The Sales Copy: This is no different than any other sale page copy. Long, short, and video formats all exist.
5) The OTO Buy Button: This is a basic sales button. What is important to be aware of is that this button must handle DELIVERY of BOTH the FE (Front End Offer) and OT (One Time Offer). Most marketers do this correctly but a novice may mistakenly have the OTO button only deliver the OTO product… and then the purchaser can accidentally not be provided the first item (FE) that they purchased!
What is the next step? The next step in a basic funnel may be the optin page for the delivery of the FE offer. Or in a more elaborate funnel it may be a secondary OTO (perhaps called a “DownSell”).
If the OTO was a package of software and a coaching session… and you click “no thank you”… the “DownSell” may be an offer to get only the software, without the coaching, at a price that is reduced from what was on the original OTO page. It’s called a downsell because it’s usually a cheaper and smaller version of the OTO.
As you can see, the One Time Offer page setup is not challenging to understand… but yet it can still be handy to know where that no thank you button is!
Many upsells are fantastic offers. However, just like fries, we always need to be aware of whether they have a place in our diet. Fries will contribute to an expanding waist line… and too many OTOs will contribute to a deflating wallet!
Do you use an OTO offer in any of your sales funnels yet?