When I first saw this online ad I thought, "Well, at least no one will ever believe it." The "before" image barely looks human.
After I laughed, I realized this was a totally serious attempt to turn consumers into unwitting providers of a monthly annuity. Like IQ Derma, the entity they're trying so hard to emulate, these characters are concealing an expensive negative option program within a "free trial" offer.
The similarities between the two direct response advertisers go beyond the absurd after/before images. They both hide the most important terms of the offer -- terms all consumers should see before requesting the trial.
In this case the buyer is led to believe she's getting the "Dermitage Anti-Aging System" free, paying just $6.95 postage and processing. But on the next page, in nine-point type hidden within a scroll bar that must be clicked to be read, the customer is told, "...if you decide to keep the Dermitàge Anti-Aging System, you will receive FREE acceptance in Dermitàge Elite and will receive a fresh supply of the Dermitàge Anti–Aging System approximately every 30 days at the same low price of $69.95..." Such a deal!
Wouldn't it be fascinating to have a Website usability expert see how many people actually see those words before submitting credit card information and pressing "Submit Order?"
What do you think?
