Conversions are one of the 3 Pillars of Guaranteed Success and the stronger each pillar is the greater the success.
There is this “buy button” that you see everywhere and I finally got intrigued enough to learn more about it.
It is called a Belcher Button, after its creator Perry Belcher, and it claims to be the “world’s highest converting buy button”. Here is an example of one:
I’m sure you’ve seen some variations of it lots of places even if it wasn’t consciously.
The more I learned about it the more I just had to try it; after all Perry says “split tests show close rates increased by 35 to 320% over ANY other buy button… been tested individually in over 10,000 closed transactions.” And that doesn’t count all the other people who’ve used and tested it.
As “ugly” as it is, I’ve been trying it and have gotten some initial good results; although I have a lot more testing to do.
I’ve been pleased enough though to tell you about it and to give you the HTML source code so you can easily use it yourself.
Parts of the Belcher Button
Perry has a nice video explanation on his blog but I’ll give a written description of what he says here because some people prefer to read and text is easier to search and refer back to than a video.
The Buy Area
Perry calls the entire thing a “buy area” not a “buy button” because it is meant to all work together with each part proven to add to the value of the entire area.
The first thing you notice is how it looks. Yes, as his says, it is big and ugly.
Of course, that’s the point, you do NOT want your call to action to be subtle or hard to find, you want it to attract attention.
Let’s look at the individual parts…
The Call to Action
The call to action is the text outside and above the dashed line box; in the example it says “The Belcher Button”, of course, though you would change it and put in your own call to action.
The Dashed Border
A dashed border originated in print ads and has been proven over and over to improve conversions online; which is why you see it so frequently 
Perry says just that alone increases his conversions by 5-10%.
The Price Drop
The price drop is the first thing inside the dashed border; in the example it says Regular Price $297 Today $97.
Perry found that leaves the price drop out caused 15-20% fewer sales than putting it in.
As an aside, he points out that the best price drop down he’s found is about 1/3 the original (so he goes from $300 to $100).
Basically say “Regular Price” and put the “regular price” or the “actual value” and make sure you have a line go through it. Then put the word “Today” and put in the cost of the product or service.
The Add to Cart Button
The important points, the points that have proven to convert the best, are:
- The red border around the button
- The two-toned orange-yellowish background is, as he says, paramount because orange buttons work best. This is because while it is the “second most noticeable color” (after red) but doesn’t have that danger, fear or warning associations that the color red has. I can attest to the power of orange buttons which is why you see me use orange buttons a lot!
- The navy colored text on the orange background because the navy color establishes trust
- The use of the words “Add To Cart” has tested out to give up to 100% improvement in conversions. That means that he has seen his sales DOUBLE by just changing the test to say “Add To Cart”, no other changes; Pointing out again the importance of doesn’t split testing!
The Add to Cart Text Link
Perry’s testing has clearly shown that adding a text link below the button improves conversions above having just the button or just the text link.
The Credit Card Symbols
Meant to improve trust and credibility, the various credit card and PayPal symbols have the least amount of conversion improvement but why not get the extra 3-5% if you can.
He also points out they reinforce the entire buy area call to action, the “get it here, now!”
Getting Your Own Belcher Button
On his blog, Perry generously gives away his Belcher button, he doesn’t even ask for an email address, but the “problem” with the button is that he just give it as an flatten image format making it difficult to edit at best.
So, I have made an HTML version of it for myself and am giving it to you for you to freely use as you wish.
It allows you to easily change every part of the Belcher Button although you may not want to mess with success at least to start, although then doing your own split testing should be done.
You can get the HTML source here:
http://www.StreetGuideToCopywriting.com/FreeStuff/BelcherButtonHTMLCode.zip
I’ve included both the template for you to use (a file named BelcherButtonTemplate.htm) and an actual example of its use (a file name BelcherButonExample.htm).
Using Your Own Belcher Button
To use it just copy and paste the template source code into your sales page and change everything that begins with “[*” and ends with “Goes Here*]” with what you want them to say.
For example to set the actual button link destination and text the template code looks like:
<a href=”[*Buy Button Link Goes Here*]” style=”text-decoration: none;”>
<span style=”color: #004488; font-family: Tahoma; font-size: 32pt;”>[*Add To Cart Button Text Goes Here*]</span></a>
Change: “[*Buy Button Link Goes Here*]” to be whatever your link destination, like the PayPal link or a 1ShoppingCart link.
And change: “[*Add To Cart Button Text Goes Here*]” to get the text you want to see on the button, like “Add To Cart”
I’ve made it so you can change the text, styling and images of just about everything rather easily and, of course, with the source code you can change anything else you want also.
If you have questions about it let me know by leaving a comment below and I’ll answer them and, if there are lots of questions, I may create a video showing you how to do it.
Conclusion
Conversions are critically important to achieving success in business, online or not, and you should do everything you can to continuously be converting better.
The Belcher Button is a proven way to convert better and make you more money so you should STRONGLY consider using it in your business.
Take the free HTML source code and start using it and then start doing split testing to optimize it for your specific situation.
Do you use a Belcher Button? Post a comment and let me know how it has helped you and please, if you have questions about how to use the HTML source code don’t hesitate to ask; I answer every question I receive.
Talk soon,
The Shameless (Ethical) Marketer
http://www.8-8-8Sale.com
http://www.MusicForInternetMarketers.com
http://www.SecretsOfGoogleAdwords.com
http://www.MadMondaySale.com
http://www.2ForTuesdaySale.com
O.Y. If you missed it, get the Belcher Button HTML source code here:
http://www.StreetGuideToCopywriting.com/FreeStuff/BelcherButtonHTMLCode.zip
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Wow David – thank you very much for the article, the explanation of the “what”, “how” & “why” – makes perfect sense. An even bigger thank you to Mr Belcher and yourself for the use and html code.
Respectully,
Robin
Robin,
Glad you found it useful.
I’ve heard other people have good luck with it and my preliminary testing is very positive so far.
Let me know if you have any questions with the HTML source code, I tried to keep it as simple and flexible as possible but somethings those clash, so I’m happy to answer any questions about using it; after all, the purpose is for you to use it and benefit from it so if I can help you do that I am more than happy to.
If you use it I’d love to hear how it has improved things for you — just don’t forget to do your split testing to optimize it for your situation.
David
David, Hi!
Not quite sure how I arrived at your page but I sure am glad I got here.
I’ve signed up for your course which really interests me but what caught my eye immediately was the Belcher Button and I’m about to download your html.
No doubt I’ll find the answer to this as I get deeper into it but can I ask now in any case
“will the button work with PayPal and is there anything one must do to incorporate Paypal?”
Thanks again for some very interesting content, I look forward to getting to know you and your site much better as time goes by.
Very best wishes
Gordon Stamp
Gordon,
Yes, a Belcher Button can easily be used with PayPal.
For example, I just created a secure PayPal “Buy Now Button” and got this code:
https://www.paypal.com/cgi-bin/webscr?cmd=_s-xclick&hosted_button_id=6655168
Just put this code in the three places in my Belcher Button HTML code that say “[*Buy Button Link Goes Here*]“:
1. For the graphical button:
<a href=”[*Buy Button Link Goes Here*]” style=”text-decoration: none;”><span style=”color: #004488; font-family: Tahoma; font-size: 32pt;”>Add To Cart</span></a>
2. For the text link:
<a href=”[*Buy Button Link Goes Here*]” style=”font-size: 18pt; text-align: center; text-decoration: underline;”>Add to Cart</a>
3. For the credit card symbols:
<a href=”[*Buy Button Link Goes Here*]” style=”text-decoration: none;”><img alt=”" border=”0″ src=”images/visa-mc-amex-discover-paypal.gif” /></a>
So they should look like:
1. <a href=”https://www.paypal.com/cgi-bin/webscr?cmd=_s-xclick&hosted_button_id=6655168″ style=”text-decoration: none;”><span style=”color: #004488; font-family: Tahoma; font-size: 32pt;”>Add To Cart</span></a>
2. <a href=”https://www.paypal.com/cgi-bin/webscr?cmd=_s-xclick&hosted_button_id=6655168″ style=”font-size: 18pt; text-align: center; text-decoration: underline;”>Add to Cart</a>
3. <a href=”https://www.paypal.com/cgi-bin/webscr?cmd=_s-xclick&hosted_button_id=6655168″ style=”text-decoration: none;”><img alt=”" border=”0″ src=”images/visa-mc-amex-discover-paypal.gif” /></a>
In fact, anything were you get a link to can be used, so PayPal, 1ShoppingCart, ClickBank, etc. all can use it without change.
You can also use it if you don’t get a direct link, like an Aweber sign in/opt-in form but it just requires a slight change.
The Belcher Button HTML code came from some JavaScript I’m using and noticed a slight mistake in the translation so I will be updating it and putting up the new code here and adding a comment here when it is ready.
I think I may make a video to show how to use it also.
Please enjoy what yourself here and don’t hesitate to ask if you need anything.
David
I’ve been trying to create a Belcher button with my PayPal Buy Now code. My code is different than David’s above and I’m not sure where the different parts of my code should go where. My code is this:
The template code I copied is this:
“[*Call To Action Text Goes Here*]”
Regular Price $[*Regular Price Goes Here*]
Today $[*Today's Price Goes Here]
[*Add To Cart Button Text Goes Here*]
[*Add To Cart Link Text Goes Here*]
I’m totally lost as to how to set this up.
I would appreciate any assistance anyone can give me.
Thanks,
Brian
Brian,
It shouldn’t be hard and I’m happy to help you.
What I need though are the specifics of what you want it to look like.
For example, what is you “Call to Action” text, your price, etc.
If you can get me those things I’ll be happy to show you how to do it (while doing it for this case) so you’ll know how to do it in the future.
David
Thank you so much David, I’ll send you an email.
Brian
I guess I spoke to soon. I don’t see your email address here. If you would, send me a message and I’ll send the information back to you. I’m assuming that you will need my paypal buy now info also.
It’s almost 5am here, so I’ll need to get a little sleep.
Thank you so very much.
Brian.
Brian,
The easiest thing is maybe just tell me what you want to say in the 6 different parts (see the arrows above and I’ll send you the code to go with my JavaScript
David
Thanks David,
1. Claim Your Guide Today
2. Same
3. Regular Price $57 Today $17
4. Add To Cart
5. Add To Cart
6. Same
Since this is one of buttons I will need, I’m sure I’ll be able to figure-out how to change the pricing, following your instructions above, same with the paypal code.
Thanks so much for your help.
Brian
Brian,
********************************
UPDATED: the code doesn’t show up to copy and paste let me try to get the code into another comment.
********************************
I took the template code and create this from it (it still needs the link to PayPal put in):
“Claim Your Guide Today”
Regular Price $57
Today $17
Add To Cart
Add To Cart
Can you copy and paste this into your page and tell me if it works?
If it doesn’t work, I guess I’ll need to see your site and your actual code.
David
Hi Dave, when I click the links I get a page not found error.
Brian,
What do you put in the link code?
This isn’t an issue with the Belcher button code it just depends upon what Web address (called a URL) into the code.
I see all the HTML code I put in the previous message didn’t show up, let me see if I can fix that.
David
Let me try this…
<center>
<div style=”color: #CC0000; font-family: Verdana,Tahoma,Arial,Helvetica,sans serif; font-size: 28pt; font-weight: bold; margin-bottom: 10px;”>
“Claim Your Guide Today”
</div>
</center>
<center>
<div style=”background-color: #FFFFFF; border: 6px dashed #CC0000; border-collapse: collapse; padding: 20px; text-decoration: none; width: 500px;”>
<center>
<div style=”font-family: Tahoma; font-size: 18pt; color: #000000; margin-bottom: 10px; text-decoration: none;”>
Regular Price <span style=’text-decoration: line-through;’>$57</span>
Today $17
</div>
</center>
<div style=”margin-bottom: 10px;”>
<div style=”background-image: url(images/blank-belcher-button.gif); background-repeat: no-repeat; background-position: center; border: 3px solid #B40000; height: 59px; width: 392px;”>
<a href=”[*Buy Button Link Goes Here*]” style=”text-decoration: none;”>
<span style=”color: #004488; font-family: Tahoma; font-size: 32pt;”>Add To Cart</span></a>
</div>
</div>
<a href=”[*Buy Button Link Goes Here*]” style=”font-size: 18pt; text-align: center; text-decoration: underline;”>
Add To Cart</a>
<br /><br />
<center>
<div>
<a href=”[*Buy Button Link Goes Here*]” style=”text-decoration: none;”>
<img alt=”" border=”0″ src=”images/visa-mc-amex-discover-paypal.gif” /></a>
</div>
</center>
</div>
</center>
Copy and paste the above and put your payment link everywhere it says [*Buy Button Link Goes Here*] (there are 3 places).
If that doesn’t work then please send me the Web address of the page where it doesn’t work and I’ll take a look.
David
Hi David, Just wanted you to know that I have it working now. Thanks for your help.
Great!
If you could let me know what the problem was I can “fix” my explanation to help others in the future.
Thanks,
David
I use the button on my site and it’s excellent. thanks to you and specially perry for doing all that research for us…
I certainly can’t take any credit, Perry did the work and the split testing optimization!