A sales page has only one goal; to convert visitors into customers. Put another way, it is meant to provide such a compelling offer that your visitors can only say yes to your offer or call to action. To meet its goals, a sales page must grab attention and be both persuasive and informative. The conversion rate for most websites is about 2%, so the question is, what can you add to or change in your sales page to increase and maximize your conversion rate.
The content on your sales page is instrumental in getting people to take the actions you want (convert). By the time you create a sales page, you already understand what your customers want and know that your product or service is the solution. Your content helps bridge the two so visitors also see your product or service as the obvious solution.
There are many ways to write compelling content that achieves this, and one of the more popular ones is the PAS system. Although it has been around for a long time, the PAS system is still effective, and it involves three steps; explaining the problem(P), agitating the visitor(A), and offering your product or service as the solution(S).
For example, the problem could be that a user is having issues ending emails, you agitate them by showing them the time they waste and the headache they experience every time they try to send an email, and you offer your software as the solution.
One last thing to consider is the length of the copy. Longer copy is better in most situations, but particularly where a product or service is difficult to understand, whereas shorter copy is better if people can understand the product or service easily.
Pop-ups are great conversion tools when they are used the right way. Pop-ups can have a conversion rate of up to 10% but can be annoying if they show up on a sales page before someone has a chance to read your copy.
This type of content is not intrusive because it does not break the user experience while a user is interacting with the main content on your sales page, but it is a crucial tool for providing an even better incentive for the user to perform the desired action.
Page structure is another important determinant of your conversion rate. When reviewing your sales page before publication, you need to think about where elements such as your images, testimonials, and call-to-action buttons will go. Images can be used to break up the content or structure it better, so it is readable and easy to digest.
Testimonials will usually come after your main copy to provide social proof. They are also often the last chance to convenience someone to convert. Your call-to-action button should come right after your main sub-heading and above or right below the testimonials.
Ensure that you only have one or two clickable links on your page, and that is the call-to-action button and the submit button we will look at below. You do not want to give people any other option than to convert or enter your sales funnel.
Many of the people who visit your sales page might not be ready to convert. This means that you have to find a way to sell to them sometime in the future, and you do this through email marketing. If you do not have a contact form on your sales page, you should consider adding one.
You should ensure that the contact form is high up on the page, usually in the header, or placed on a pop-up with a 30-second delay. Placing the contact form at the very bottom of the page after the call-to-action button is also a good idea. You do this so as not to distract people from the main content on the page.
Another thing to remember is to make the contact form as simple as possible, only adding relevant fields for just the information you need. Many people will decline to fill in a contact form if it is too long or if they feel it is asking for unnecessary information.
We mentioned testimonials earlier, and we are going to discuss them here in a bit more detail. Testimonials are part of what is known as social proof. No one wants to be the first to buy a company’s products or services and social proof is meant to put their minds at ease. It is also a great way of showcasing that your offer has value, which is proven by what people have to say about it.
Ensuring your sales page is mobile responsive is crucial in an age where there are more mobile visitors than desktop visitors on the internet. People do not want to scroll left and right to read content on your website, reach forms, or click on buttons.
Your sales page should help convert people into paying customers and, if not, help you market to them in the future. If it is not doing this, there is something wrong. Fortunately, there are a few things you can do to increase your sales page’s conversions, and they only require a bit of time and experimentation.