Creating sales pages that convert like crazy is a little something that we do here at Optimise and Grow Online as part of our Optimisation services. It usually starts with the presentation of a web page or series of sales pages that are getting traffic, but just not getting customers over the line.
Our first step to optimising sales pages for conversion?
We have a 16 point audit checklist (see the list below) that we run through to see where the immediate gaps in conversion lie. From there we optimise the sales page to improve the conversion rate (also known as CRO).
And if we’re creating a Sales Page from scratch, we use this checklist as the foundation for creation.
So if you’re new to the sales funnel game, or you’ve got sales pages that are not converting, read on to learn the 16 things that every sales page needs to convert more clients.
Now, although we’re going to cover the essentials your sales page needs, it’s actually quite important that we start with what comes before creating a sales page….The content that builds your brand. Let me explain why…
The Relationship Between Brand and Conversions
Every piece of content that your business creates represents your brand.
Your voice, your tone, your imagery – they all play a very big part in how your content, and ultimately your brand, will be received by your audience.
Is your content authentic? Does it create confidence? Does it target your audience?
From blog posts and web pages to social media posts, videos, ads, landing pages, newsletters and much, much more.
All these pieces should be created in an effort to genuinely connect with your audience, build your reputation with them, and give them an experience of your brand, so that they will buy from you at some point in the future.
Because, although the big picture is engagement, your ultimate goal is pretty much always going to be sales.
And the secret to crafting a great sales page every time is to keep both of these things in mind.
So, what is a Sales Page?
A sales page is a standalone web page that usually fits into a bigger picture: a sales funnel.
A sales page can take many forms. Anything from simple squeeze pages or lead generation pages that are offering free downloads to your website visitors. Through to much more detailed long-form sales pages that offer a lot of detail about your product or service with the end goal to convert the reader.
In this regard, your sales pages are likely going to promote a new product, build your email lists, attract visitors to your website or reconnect with previous customers.
The ultimate goal is to convert – to get anyone who sees the sales page to click through to the end and to make a purchase.
When putting together a sales page, you still need to remember the key rules of content creation, because this page is a piece of content promoting your brand and business – so, harness the power of content marketing by staying consistent.
Regardless of whether you are going to promote your sales page through paid advertising or are going to rely on organic marketing for traffic, you need to undertake research into keywords so that you can optimise your page correctly for SEO.
Ideally you want to make sure that your sales page is:
- HONEST in what it says about your product and who it can help,
- CONSISTENT with your overall brand image and experience,
- UNIQUE to you and therefore specific to your audience.
- CLEAR, easy to navigate and aesthetically set out.
Now for the essential 16 things that your sales page will need to convert like crazy:
Below we will cover a lot of things you need to include in your sales page, and it does sound “crowded” – but it should not look it.
Your sales page should be easy to scan and easy to read. It will help, for example, to break up the page copy with images, dot points, headlines, sub-headlines, relevant graphics and obvious Call To Action sections.
Don’t put anything on there that isn’t useful or relevant, but remember to make your sales page your own. And don’t forget to Edit, Proof Read and TEST!
1. What’s On Offer
Be clear and upfront about what this sales page is selling. You need to start with a headline that grabs and a couple of sentences that immediately compel and hook the right people in.
An air of curiosity and mystery can be good, but you shouldn’t be too vague about what this sales page is promoting, because if something is too hard to figure out, people will just move on.
Your headline and the content should provide enough explanation that the reader knows what you are promoting. Clarity is one of your main goals in marketing content like this.
You should stick to one offer per sales page – loading up a landing page with more than one offer can weaken your message and confuse your audience. Having only one offer per page will increase conversion rates.
2. Who It’s For
There is a perfect type of person out there who you are trying to reach with your sales page. An effective sales page is not broad and doesn’t promise the world to anyone who finds it – it is specific and tells your ideal audience why this offer is just for them.
Why is your brand the perfect fit for them at this time in their life? How does your unique awesomeness make you just the right business for their unique awesomeness?
3. Features and Inclusions
Describe your product or service. What does it include? What does it do?
Keep this succinct and just to what is absolutely necessary – don’t explain anything that kind of explains itself.
Your sales page (and all marketing content really) should be written from the audience’s perspective. What benefit does your product give them? What is the problem that you are solving with this product? How does it solve the problem?
When talking about how this product will benefit your customer, it can help to use emotional-based language, both to get their attention and to show that you relate to them. For example, you could talk about the difficulty their problem causes, and the pleasure and relief that comes from buying your product.
Where does your customer end up after buying your product? What is their ultimate goal, and how does your unique product get them there? How does it make their life easier or better? How does it help them become the person they want to be?
6. Call To Action
You should have a number of Call to Action buttons throughout your sales page. They should be clear and easy to find. Everything on your sales page is essentially a collection of not-so-subtle arrows directing your reader to this button.
Make them consistent with your message and your brand. CTA buttons work well if they are personalised a little to your brand – use brand colours and font, and language that excites or intrigues your audience or makes them smile.
Don’t be bland with these, be compelling and persuasive.
This might seem like a no-brainer, but include the price.
You may also need to justify your price in the content on the page. This means explaining why your price is the right one for this product and for your customer (even if it seems high or low). Convince the reader to convert.
It can also help for sales pages to include some form of a guarantee such as money back, satisfaction or 100% no spam guarantee. This can help to provide a little bit of extra reassurance to make people convert.
Extras to get buyers off the fence
8. Previous Results
This can help your justification of the price as well as supporting the authority of your brand. Show statistics of how many products you have sold and how many people you have helped. Show a picture of a satisfied customer. You could also include the number of followers you have on your social pages as an extra little boost.
9. Glowing Reviews
Inclusions like previous results and glowing reviews help again to convince your customer to convert. They work as further social proof that the product works and that your brand is trustworthy. But more importantly, they connect with the psychology of why people buy – people like to know that they aren’t alone and that they can have what others have. This makes them more certain of themselves.
You could include snippets from reviews or testimonials, or a link to online reviews on Google, Facebook or your webpage.
10. Who You Are and Your Expertise
There are a few ways you can show your audience who you are on a sales page. The basics include having your name and logo prominently featured, but it also helps if you have a consistent look and feel across the page of your brand in terms of colours, font and images.
You should have a consistent look throughout the funnel that this sales page is a part of as well, so people know they are following your breadcrumbs correctly and will end up at the right gingerbread house.
If you posted a Facebook ad to bring them to this page, ensure they both look consistent, and then have the checkout pages and confirmation messages look the same as well.
You may like to include proof of the success and authority of your brand, through things like awards or qualifications you’ve received, mentions in traditional media, big-name clients you deal with and more.
11. Clear and Accessible Terms and Conditions
You are not going to fit T’s and C’s on your sales page, but you should mention that you have them and provide a clear link to them (this is a great way to get people to click through to your website as well!)
12. Superfast Checkout
Make the check out process as clear and quick as possible. Don’t give your customers any point in the sale where they could lose patience and change their minds.
This can mean making sure that they don’t need to sign up for new payment methods or create an account with you or anyone else to pay. Streamline things as much as you can by using the most common payment methods, with several options for them to choose from, and only requiring an email address for confirmation.
13. FAQs Answered Upfront
The same way you won’t fit all your Terms and Conditions on a sales page, you won’t fit all your FAQ’s either. But pre-empting some of the most common questions (or objections) that people may have and including compelling answers to these delivers an extra punch in convincing people to buy.
It also gives you a chance to link to the rest of the FAQs and another opportunity to bring people to your website for a good look around.
14. Contact Details
This may seem simple, but it is remarkably easy to forget. Make sure that you include contact details, and put in a number of different methods of contact, to make you as accessible for the readers as possible. Having a phone number and a physical address can help to show that you are a legitimate business.
It pays to have a good idea of your customers and their preferred methods of contact here – make sure that you offer a way to connect with you that will make most of them happy. Some sales pages even offer live pop-up conversations, but this is not absolutely necessary.
15. Relevant Imagery
Images are so important in any digital marketing, and are key here.
Choose pictures that are good quality and that will look clear and lovely no matter what size screen your customer is using.
Choose images that are relevant and necessary to the sales pitch – don’t put them in if they don’t serve a purpose. As you can probably tell from all the things we have mentioned in this blog, your sales page real estate is kind of limited.
Choose images that are consistent with your brand in look and feel. Faces are great – research shows that people are more likely to convert after seeing a page with an image of a human face than one without.
And if you are even more adventurous – try video. Videos in landing and sales pages statistically provide far better conversion rates than images alone, so this is an extra option well worth considering.
16. Clear Navigation and Next Steps
Your entire sales page needs to be clear and streamlined. At all times your customer should know what the point of the page is, and where they need to go next. This includes having clear CTA buttons, a simple and quick checkout process and confirmation messages and emails telling your customer exactly what happens next.
And Once You’ve Got All That, don’t forget to…
Seriously, go back and CULL everything that doesn’t need to be there, doesn’t have a significant role to play in conversion, and if it can be shortened – shorten it! As Kate Doster says: “If you can say it in 2 don’t say it in 10!”
When the final piece is ready it’s always a great idea to proof read the copy both visually (checking for typos) and audibly (read the copy out loud). Saying your copy out loud helps you find any weird phrasing and helps make the copy sound more like you – which naturally converts better.
Whatever you do, don’t miss this step. It’s crucial to sealing the deal and getting that conversion result!
Test your sales page from start to finish (including checkout or opt-in) on mobile, test it on desktop, test it on iPad, test on Android and iPhone. Ask a friend to test (or your mum!).
There is no template sales page that you can copy to guarantee conversion, because what will work for your business and your customers will be different from the next. There is no standard version, but there are some essential ingredients, and that’s what we’ve laid out here for you in this article.
If you want to create a Sales Pages that shines… but you’re not really sure where to start… check out our latest template swipe file: Create Sales Pages That Convert [TEMPLATE BUNDLE]
This Swipe File bundle includes our tried and tested sales page templates that you can simply fill-in-the-blanks and publish.
And the best bit: we know they work because we have used them time and time again for ourselves and our clients.
Try them for yourself: Get your copy of the Sales Page Template Bundle here.
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