Top 10 tips for creating a high-converting sales page
Top 10 tips for creating a high-converting sales page
A good sales page can be your 24/7 salesperson, hustling your goodies so you don’t have to. It sits there, ready to draw buyers in with all those intentionally crafted pieces of text, colour, images and buttons…almost hypnotic in the way it makes readers keep on scrolling further and further down before finally clicking through to checkout with a resounding YES.
How do you start from scratch and get your sales page right first time?
1. Sketch your page on paper
Even though I’m a huge tech nerd and these things come easily to me, I can still waste HOURS trying to make a landing page look good. Dragging headlines around, formatting, switching this to here and that to there, deciding last minute to pop in a new section with images over there…Do yourself a favour and take a step back. Grab a pencil and a piece of blank paper and draw that landing page out. Write your rough headlines, sub heads, module details, draw a squiggle to show a picture is needed, etc. You’ll be able to quickly see which elements are strong and which are weak, plus you can do it on the couch in front of Netflix. Win!
2. Pick your platform and stick with it
Landing page and funnel platforms are everywhere these days, each promising to get you the most clicks, the best templates, the highest SEO ranking….but you know what? It really doesn’t matter which tech you choose, they are all the same. So long as it’s a platform you know how to use (or can learn easily), and it lets you drag and drop elements around, that’s your winner. When you keep switching between Leadpages, ClickFunnels, Thrive Architect, ThatOtherOne, you’re losing all the pages you’ve already created – which you could simply be duplicating and tweaking for each new campaign! Unless you enjoy making things hard for yourself, pick a platform and get on with it. The words you put ON the sales page are what counts, not the shiny advertising of the platform owner.
3. Use a mind-blowing headline
Believe it or not, but your headline is actually a make or break statement. If your reader can look at the headline and think…’so what?’, they’re not going to buy. Without a statement that immediately reaches through the screen and grabs them, your reader will close the page without scrolling further. You essentially have 2 main options in the headline – you can poke the pain or you can stroke the desire. And the choice you make will decide how the rest of the page flows. Take a look at these examples:
4. Use specific call to actions on the buttons
While ‘add to cart’ is a great CTA for an ecommerce shop selling unicorn t-shirts and fluffy pens, it’s not a great CTA for a course, ebook or services. Neither is ‘buy now’ or any default text that comes with a button really. Focus on what your almost-buyer will get when they hit that button (if it’s instant), like ‘Get my workbook now’ or the outcome they’re buying in the future (for a course), like ‘Yes, I want to scale my business to 6 figures’.
5. Keep your CTAs aligned
If you’ve put a final call to action in your sales email that says ‘Yes I want to scale my business to 6 figures’ and then the CTA on the sales page says ‘start scaling my business now’ – that could make sense. They’re pretty much the same thing. But if they clicked that same email call to action and found themselves on a sales page with a button saying ‘Buy 12 months of coaching’ – you’ve got a problem. Your CTAs desperately need to be aligned throughout your funnel if you want them to work. Likewise, if you have a CTA at the top of the sales page that says one thing and is a certain colour, stick with it throughout the entire sales page. About the only change I’d recommend is adding a ‘Yes, I want …’ style for your final CTA.
6. Minimise choice
It’s not uncommon to have 3 package options on a sales page. Standard, extra special and VIP. Or earlybird, standard and late. You know what I mean. But why no more than 3? Unfortunately the human brain is wired to get flustered when presented with too many choices, and it responds by selecting none. Making a choice from a huge range becomes work, it requires research, thought and consideration – which generally involves closing the sales page and never coming back! Stick to as few options as possible. You can always offer an upsell at/after checkout instead.
7. Skip the hype & focus on value
You’re not an infomercial and your steak knives can’t cut through shoes or pennies, and why would you want them to anyway? Simply highlight why your reader needs this product/service, give them an idea of what their life could be like with it, talk about the benefits it gives, help them believe in you, help them believe in themselves, and be transparent with the features. That’s it. Before you go live with your sales page, take a break and read it with fresh eyes – if something sounds remotely sleazy, fix it. If the value isn’t clear, fix that too.Unless you enjoy making things hard for yourself, pick ONE landing page platform and get on with itClick To Tweet
8. Eliminate the risk
“As this is a digital product, no refund is possible” – seen that one? Run! Run for the hills! While it may be a case of the seller having firm boundaries around their value and their product, it’s actually illegal in many countries to deny buyers of their standard consumer rights. Plus that little disclaimer can cost you thousands in lost sales. You can easily have a guarantee that eliminates risk and still keep your business boundaries firm. Start by setting the details out clearly for yourself: how many days will you give someone to ask for a refund, and what do they have to do to get it? The easier it is to get a refund, even if it must be within 24 hours, the more reasonable your offer sounds. Getting a refund request isn’t the end of the world, it’s actually an opportunity to get some really honest feedback – and you’d be surprised how low refund rates can be when you’ve been very upfront and authentic throughout your entire funnel.
9. Prove it with ACTIVE testimonials
While testimonials on a sales page are always glowing, and you’d very much like to be able to take that person’s word as gospel, have you ever done some sleuthing behind the scenes? All too often a sales page will include some amazing statement about how this product/service changed their business, but when you go that person’s website…it’s gone. That glowing recommendation about succeeding in business is from someone who isn’t in business anymore. Or they’ve changed niche completely. Or they’re still around, but you’re left looking over their site and thinking wtf went wrong. Yes, ask for testimonials from past purchasers, but before you send out your sales emails, double check those testimonials are still active.
10. Test everything
The last thing you want to do is launch and have people trying to buy but it turns out you left your payment processor in test mode. Yep, I did that! Luckily a buyer alerted me within minutes and I was able to flick it to active, but imagine how many sales you can miss if nobody tells you it’s broken – or you’re away from the computer and can’t fix it. How embarrassment! Even sending out a whoopsie email doesn’t get every single buyer back where they were. Test your sales page on mobile, on tablet, test the buttons, test the videos, test the actual cart and buy your products yourself. Test that confirmation emails are going out too.
Then once you know the tech is working perfectly, keep an eye on conversions. Over time, you can test different headlines, button colours, layout etc. Find the highest-converting combination for one sales page and you’ll have a template ready to duplicate for your next promotion!
Miss part 1? How to make November/December your biggest months