This is the continuation of How to Get More Sales From Your Existing Sales Pages. If you missed it, you can read Part One here.
TEST YOUR FUNNEL
First, check your stats to see where people leave your website or your sales process. Then test them out in person to uncover the reason your funnel leaks. Create a new email address and go through the purchase process yourself, right from your landing page or email.
Look for any messages that generate confusion. Try to look at the content of your sales pages with fresh eyes. Be on the alert for:
- Text that is ambiguous or nonspecific
- Anything that distracts you away from the sales page
- Whether or not your “Buy” button is in the right place. Is your customer ready to hit “Buy” or are you rushing them?
- Whether or not your “Buy” button is easy to see
- Whether or not your “Buy” button has the best Call to Action (CTA)
- Unclear payment options (like where to add the coupon code, or if they can pay with PayPal or credit card only)
These ambiguous messages are often the triggers for would be purchasers to chicken out and abort the sale.
Go through your sales process and test every link to catch glitches or links that don’t work.
In addition, read every piece of text to make sure that confusion or boredom don’t drive people away.
Check to see…
- Is there any spot where you grow impatient and start skimming… or feel confused and decide to leave?
- Is your payment checkout too demanding? Too invasive?
- Are you getting any 404 error messages?
Add regular, consistent examination of your tracking data to your calendar (or to your VA’s calendar). Set your platforms to send you regular reports, if that’s an option they provide.
SPLIT TEST YOUR HEADLINES AND ELEMENTS
Speaking of tracking, one good reason to do that is so you can tweak your sales page to invite maximum engagement. Split test your headline and calls to action to continually improve conversion rates. If you’ve never done it before, Google Analytics lays it out step by step.
As Google point outs, the key to successful split testing is to start small by testing one single element change at a time. For example, change your headline (even if it’s just one single word) to see if it affects your conversion rate.
Measure your results.
Keep a spreadsheet or screenshots.
Download reports at regular intervals.
EMPHASIZE YOUR REFUND POLICY
A step that people often forget to take is to emphasize their refund policy so that it gives people a sense of security when they buy. This especially holds true if what you are offering has a big ticket price or if you are new to your audience.
Points you should address in your refund policy:
- The exact period it covers
- Reassurance that it is okay to contact you (along with how to do that)
- What type of refund you will give
- How long it will take for the customer to receive it
- Whether or not there are conditions for a refund or “no questions asked”
- Eligible reasons for refunds
Possible reasons include:
- Change of mind
- Broken or damaged item
- Not happy with the results
- Didn’t fit correctly
Decide which reasons are valid and which ones will feel more reassuring for the purchaser if you list them on your Sales Page or in an FAQ section.
Be straightforward if you decide not to offer a refund and give the reason why.
Example: Because you will have instant access to download this whole exclusive image pack, please note there will be no refunds and no exceptions once you buy.
MAXIMIZE YOUR TESTIMONIALS
Another way to increase sales from your existing sales pages is to update your testimonials.
Create a schedule to check on and update these at regular intervals. Four times a year should be enough. Put these review dates right into your calendar.
Move or add relevant testimonials to where they make the most sense in your sales page.
Don’t just drop them in randomly. Placement matters, so double check your placement to see if you have them in the optimal spot.
You don’t have to use a complete testimonial. Remember that what you include only has to be relevant to the point you are making in the paragraph beside it.
- One single line or paragraph from a testimonial. Your reader will skim and skip, and one line is easier to absorb than several paragraphs.
- A photo of the testimonial giver or some other graphic element to make the testimonial stand out.
Should You Include Testimonial Givers’ Website Links as Proof?
Some people will say yes and others say no.
If you include the website name and name of your testimonial giver, it’s not necessary to transform the business name into anchor text to that site.
People who really want to check out testimonials can type that info into Google and find the website. Providing links to testimonial givers’ sites takes them out of your own site and away from the sale.
Make sure your testimonial givers are aware that you are using their recommendation or praise in your business promotion. Always ask permission. This is especially important if someone shares something of a personal nature.
In order to maintain visitor interest and increase engagement be sure to add screenshots of your product so buyers can visualize what they’re getting (especially necessary for digital goods or products that are hard to visualize sight-unseen).
Screenshots provide valid proof. Combine them with highly pertinent testimonial excerpts and your sales page will pack a double punch.
What type of screenshots can you provide?
- Shots of people using your product
- Images of people obviously experiencing the pain you are writing about
- Pictures of people excited about what is obviously your solution
- Shots of your digital ebook transformed into a representation of an actual book
ADD AN EXIT POP-UP
A final way to increase sales page conversions is to add an exit pop-up with a reminder of the benefits and one last call to action.
There are plenty of services and plugins to help you select the type of exit pop-up you like. A simple search should help you find an app that meets your needs and budget.
Often you can customize your pop-up template, brand it and control exactly when and for how long it appears.
So you’ve been given seven ways to optimize your existing sales pages in order to get more sales.
Use them wisely and remember that it’s often not what you add that will increase sales. Sometimes it’s what you take out, too.
Concentrate on what would make YOU excited about an offer like you are selling!
If you’ve recently updated or branded one of your existing sales pages, please feel free to drop a link to it in the comments below so we can check it.
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!