William Charlwood

An OTO or one time offer is a method of increasing sales by offering customers a special deal that is only made available to them once. For example, you could make a one time offer of a massive discount on an ebook to new subscribers to a newsletter.

An important feature of a one time offer is that its limited availability is made absolutely clear to the customer. If it isn’t made clear it won’t work.

The psychology behind OTOs is that you know that you will never get such a good deal presented to you again and if the value of the deal exceeds the price the conversion rate can be very high.

Many internet marketers use one time offers, especially as up sells, but in a lot of cases that statement that the offer is “one time and one time only” is actually false. Simply reloading the page having deleted cookies can often bring an expired one time offer back again.

Having said that One Time Offers often provide customers with excellent value deals and it usually pays to examine such offers in detail.

From the marketer’s perspective a One Time Offer made to a list very early on can help recover the cost of list building more quickly and so makes sense from a cash flow perspective.

What do you want someone to do when they are on your website?  Whatever answer you give, it is your Most Wanted Response. It is that action that you most want people to take when they are on any specific web page.

Do you want them to click an order link, or to subscribe to an email list or to click on an ad? Whatever it is, you need to design your page so that it pushes your visitor in that direction as hard as possible.

There are really only 5 things people can do on a web page.

1. Go away again
2. Give you their contact details by subscribing to a newsletter or list or by buying something
3. Store or bookmark your site to come back again (although most won’t)
4. Download or listen or watch something
5. Navigate to a different page that you want them to go to

Most businesses not only fail to design their websites around their Most Wanted Response, they don’t even really consider in details what their Most Wanted Response actually is.

This is why you can see commercial websites splattered with links to other sites or with too much Flash Animation that actually makes the process of navigation – or even getting into the site in the first place – slow or difficult.

For most businesses, and especially those that do not actually sell directly off their websites, the most wanted response should be to generate and capture sales leads. For businesses that do sell online the most wanted response is usually to generate a sale.

If you are in the business of selling online, then it pays to examine your most profitable business lines and to push visitors on your site towards those lines in order to drive up overall profitability.

By considering what your most wanted response is before you design your website you can successfully avoid the expensive mistakes that are made by most companies. If you want people to ‘phone you, put your ‘phone number in big print on every page.

If you want people to buy from you, make sure it is very easy for people to navigate the purchasing route and provide assurances on the way that their financial details will be processed securely. If you want people to sign up to a newsletter then consider putting a subscription form on as many pages as you can and provide strong incentives for signing up.

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