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“Opt-in continuity.
You’re going to have a much longer stick rate if the charges are higher than your value Trojan charges.
So what that means if your opt-in continuity is a higher price point, then you’ll have a much higher stick rate, and a much longer retention rate for your customer if you’re doing higher charges.
If you’re doing lower charges, and you do a forced continuity, you will get a much higher amount of people who will stick in the program as long as you disclose it properly.
So if you’re doing these small little $5.00 charges, people aren’t going to freak out; however, if you force continuity on
someone when you do a $90.00 a month charge and they’re not checking the box, obviously I mean even with full
disclosure, you’re still going to get people be less valuable if they don’t check the box themselves.
So keep that in mind, and do your testing to figure out which works best for you.
Again, it’s all dependent upon your ability to convince the customer that you are worth it, and what you’re selling too makes a huge difference.
Bonus and feature to increase the opt-in rate.
So you can bonus up whatever it is that you’re asking them to opt into. “Get the first month free.”
You can bonus up with other items that they’re going to want to increase the opt-in rate so you can get them to check that box greater.
Make sure you remove the fear of commitment always. “No obligation. You may cancel at any time.”
Give the first month free to increase the opt-in rates. I just mentioned that.
Feature testimonials from the continuity program right near the opt-in box.
“I’ve been on this program for seven months, and I can’t believe how much I’ve learned in the last seven months.
I can’t believe how much it’s helped me,” or “I really was skeptical in the beginning, but now I’ve been taking this supplement for three months and I’m absolutely in love with it.
I love the way I feel. I love everything about it. You guys are great, blah, blah, blah.” Near the continuity box.
Make sure it’s in eye view.
I rarely do this opt-in continuity because we feature the continuity as a benefit of the program prominently, but I do want to end up testing opt-in continuity, and seeing how well I can get that.
Trust me, I’ll share all those results. There is a lot more coming out. This is just the last seven years.
There’s many years to come still, and we’re going to be really getting into some massive testing, especially with you guys who bring us these offers.
Once you understand all this and you create your programs, bring them on over.
We’ll test the crap out of these things with you.
Let me invite a friend to share in my continuity program too. If you allow them to invite a friend, remember you’ve got that social commitment to the continuity.”