Checkout Pages from Frank Kern

swiped by Swipe-Worthy from frankkern.com ran 2013-2016

Since 2013, famed marketer Frank Kern has used a specific checkout page template to sell several of his high-end products. Below are two examples of the template...View More

Checkout Pages from Frank Kern

Key Takeaways

  • The best way to break these pages down is to list out the components. In this specific template you've got two columns. In the left column: a 3-step checkout with block headings, a reassuring security message, a "Pay In Full" discount vs. a payment plan & a green "Submit Order" button.
  • In the right column, Frank uses six strategic elements: a personable photo of himself, bullets summarizing what you get to keep desire up, support options (email, phone), a money-back guarantee, a privacy message & a security message.
  • As you'll find described in the annotations, each of these elements is strategically used with a specific purpose. If you're going to model this checkout page, make sure to understand the role each element plays before doing so.

Analyst Spotlight

Swipe-Worthy

Mike Schaueris the founder of Swiped.co and the main analyst in the swipes section. After intently studying & building conversion-focused websites for 6+ years, he started Swiped to help others master marketing & copywriting through the analysis of great examples!

Historical Screenshots

Visit the archives of this swipe's source URL or view past screenshots of frankkern.com below.

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10 Annotations
Annotations
July 11, 2016

A friendly photo of Frank creates a more personable feel & connection.

Swipe-Worthy
Swipe-Worthy The Founder
July 11, 2016

The white on blue on headings help break up the form so it doesn't seem as long.

Swipe-Worthy
Swipe-Worthy The Founder
July 11, 2016

In this newer checkout, Frank decided not to advertise a phone number like he did above for his 2013 launch.

Swipe-Worthy
Swipe-Worthy The Founder
July 11, 2016

Notice how the bullet structure is similar to the previous checkout example.

Swipe-Worthy
Swipe-Worthy The Founder
July 11, 2016

A "pay in full" discount is a common strategy used for higher end products. Many will find the payments more attractive at first, but then will second-guess themselves because of the discount.

Swipe-Worthy
Swipe-Worthy The Founder
July 11, 2016

The page likely has the same type of security the majority of other checkout pages have, but spelling it out is what brings about reassurance.

Swipe-Worthy
Swipe-Worthy The Founder
July 11, 2016

All of these elements help build a sense of security, trust & risk alleviation.

Swipe-Worthy
Swipe-Worthy The Founder
July 11, 2016

A common checkout element for info products. You're reselling the buyer on what they're getting with several bullets. Remember: the sale isn't complete yet.

Swipe-Worthy
Swipe-Worthy The Founder
July 11, 2016

Helps to decrease cart abandonment while conveying trust & reputability. Phone #s can be especially powerful because they represent immediate help & you anticipate speaking with a real person.

Swipe-Worthy
Swipe-Worthy The Founder
July 11, 2016

It's always best practice to avoid external links on a checkout page. Frank follows that here.

Swipe-Worthy
Swipe-Worthy The Founder

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