Sales pages are created with one purpose in mind – to sell your product or service. It is your opportunity to entice visitors and make them want to buy what you’re offering.
What do the best writers do when they’ve just finished writing a book, blog post or sales page?
They put it aside for a while and then come back to it. They go over everything with a fine tooth comb.
They’re not ready yet to edit or even look for spelling mistakes. What they are doing is asking themselves questions to ensure that they’ve written the best book, post or sales page possible.
They’re making sure they haven’t used tired clichés or failed to explore another point-of-view that is more compelling.
They’re also making sure that it really stands out.
Below I explore how to do that with your own existing sales pages.
CLARIFY YOUR OFFER
Does it make sense when you read it from a total stranger’s point of view?
Is there so much information on your sales page that they might miss the most important benefit of your product?
Here are ten ways to present an offer that is clear, strong and uncluttered:
Add an FAQ Section
Don’t just do this blindly, without a clear idea of what you are trying to accomplish. Do it to address the most commonly asked questions about the product that you’ve been contacted about in the past.
Questions to consider addressing: How it’s delivered, your refund policy, licensing terms and anything specific that your purchaser will want to know before making the decision to purchase.
Ask yourself if knowing the answer will make your visitor more confident about purchasing your product.
That being said, don’t clutter your FAQ section with too much information.
Instead, address objections or questions you have already received about your offer.
Save yourself time and ask your Virtual Assistant to check your inbox archives.
If you stick to questions you’ve been asked before, you can easily accomplish this goal.
For example, if you’ve had complaints in the past that purchasers didn’t know your product was ‘MAC compatible only’, then you should mention it.
Put Real Content in Your Sales Pages
Resist the urge to go for overused expressions or trendy sales message phrases.
Resist the urge to stuff with keywords then make your content fit.
Understand that your client’s story has to be there even if it only fits into a sentence or two. Specifically, the story that has brought them to your sales page.
Take the time to identify what their story would be if they talked to you about their need for this product. Ask them. Explore comments on blogs, social media and forums. Send out polls and surveys to get at their commonly repeated frustrations.
Relevance is the key, so don’t be afraid to take time to explore and check for this. Sales pages should never be written in a rush. They don’t have to be long, but they do need to contain real, relatable and specific content.
Remember to Tap Into Emotion
You may think your particular visitor is only interested in features and facts.
But remember, even when a customer is purchasing something as feature-driven as a car, it’s the emotion that all good advertisers tap into.
These sales ads for cars address questions like:
- What does this car represent?
- How does it make him/her feel?
- Who purchases this car: Males or females? Single people or families?
- What will they use it for?
These questions often have simple, one word answers. It is that one all-important word your sales page should address.
For example, the most common answer to, “What does this car represent?” is often “Freedom” or “Adventure.”
Pick the emotion you think your ideal visitor is operating from and focus your entire message on that feeling.
Make sure you identify the right emotion so you can use this knowledge to tap into in your sales copy, bullet points, images and especially your headline.
Remove Any Unnecessary Elements
Nowadays many online entrepreneurs create their own sales pages. In the last few paragraphs, you’ve been encouraged to do the research and ask yourself the right questions before writing your copy.
But it’s not enough to know what to put in. It is vitally important you also know what to leave out.
Focus on the ONE key benefit, the ONE overwhelming reason your purchaser is most likely to love your product.
Once you’ve done that, take out anything that distracts.
That includes links to client testimonials that will take them right off of your page. Remove anything that makes them want to go look something else up.
While you might love it if they go buy Offer B, use that as an upsell instead. Don’t make them abandon offer A to go check out offer B. Get them to commit to A’s purchase first and then get excited that they can add B at a special price.
Use Promo Codes, Sales and Time-Related Urgency
Older offers make wonderful new ones if you discount them with a promo code.
You can also add a discounted one time only offer.
But don’t automatically put one time offers on the sales page itself. Stop to consider if it might be better on the checkout page in your cart.
The psychology of this is simple. It distracts on the sales page but is more likely to be picked up when the customer is already in the actual purchase process.
This is where you really do experience the phenomenon of customers feeling delighted that there is something more to buy.
Knowing there is a time limit on a discount or even on a product’s availability, increases purchase odds even more.
Knowing where to put each element and what to leave off your sales page can make a real difference to your profits.
Refine the Call to Action (CTA) in Your Button
Don’t just use a “BUY NOW” button.
Consider if a more specific message could be more inviting for your ideal purchaser.
For example, if you have several competitors but you are the only one offering a series of payments for a big ticket item, your sales button could say, “Buy Now, Pay Later.”
You can also use simple credit card icons to show accepted payment methods.
Including specifics like this upfront goes a long way to increase trust, especially if people don’t know you because you are advertising outside your existing audience.
You can also clear up confusion with button messages by letting people know exactly what they will get after they make their purchase.
“Buy Your Digital Copy Now” tells people they’re not ordering the print version, just as “Buy the Paperback Now” tells them the reverse.
“Get It Before It’s Gone” reminds people that they’re looking at a limited-time offer.
Make Sure Your Existing Sales Pages Are Well Branded
You’ve given your website a makeover and updated your social media platforms with your new logos, profile photos, brand colors and fonts.
But have you done this for your existing sales pages too?
If you use a template, it should be super easy to update it with your new colors. If you don’t know how to do this, ask your web designer or VA to do it.
Make Sure Your Images Reinforce Your Message
Today you rarely hear about ebook purchasers flipping out and accusing you of making them think they’d be mailed a “real book” if you use a 3D graphic of an actual print book with your cover photo.
That sort of confusion went out a long time ago. But it’s also important to make sure that your images accurately represent the essence of what your purchasers can expect to receive.
For example, it is okay to use a 3D image of a thick book if your digital ebook has over twelve chapters and is packed full of content.
However, it is not okay to do that if what you’re selling is a sparse 10 page report.
It’s the same when using stock images or even commissioned photos and graphics. They should reflect the tone, mood and character of your message. You wouldn’t want an image of a crying child if your message is about having fun.
Also, make sure your writing voice and language (use of idioms, slang, formality, etc.) resonate with your ideal purchaser too.
Analyze Your Sales Page History
One of the best things about refreshing your old sales pages (versus creating a new one from scratch) is that their stats and history take the guesswork out of what works and what doesn’t.
If you’ve got a sales page that is still netting you a nice amount of sales every month, you can either update it or not.
Try rebranding it (if you’ve rebranded your business) and updating the template. It might do even better!
But save your old sales page design in case you want to go back to what was working well before.
Use Google Analytics to find out exactly where your best results are coming from.
You can check:
- Which sales pages are resulting in the most sales?
- Which sales pages garner the least sales?
- Exactly where your shopping cart is being abandoned.
Plug the Leaks
Analyzing your data is just the start to finding out where you are losing visitors and sales. You don’t just want to know where your leaks are, but why they are happening.
This brings us to another way to get more sales from your sales page. But I’ll go into that in the next blog post as this one is fairly long as it is and your head might be spinning from all the information that I’ve included so far.
Are you ready to improve your existing sales pages? If so, what actions do you plan on taking? Please share them in the comments section below.
Hi and welcome to Virtually Done. I’m Leslie and it’s a pleasure to meet you! If you are an online entrepreneur or small business owner struggling to find enough time in your day to concentrate on the tasks you are passionate about, I can help you!
If you would like to learn more, please contact me. I’d love to hear from you!