The landing page that this click directs folks to contains all the details that your prospects need to know before completing the sale. Needless to say, however, the focus should be on the product itself. Close with a sense of urgency. This is when a limited-time trial or discount, a deadline, or even a limited product availability can help. Make it easy for your prospects to commit to the purchase.
Ease of use can really help seal the deal.
By the time prospects get to the purchase page of the site, you have to figure they're really interested. Adding a toll-free number or customer service callback button can help answer those last remaining questions. One reader thought that the whole sales analogy was a bit too complex to translate into email marketing terms. It needn't be. Of course the trick is to maintain a seamless flow from stage 1 to stage 5.