Are you feeling frustrated with a lack of sales, despite investing significant time, money and energy into your digital marketing?
Perhaps there’s a sizeable gap between the amount of traffic landing on your sales page and the number of actual conversions?
If so, you’re probably curious about how to create a sales page that not only attracts and piques interest, but also converts.
High Converting Sales Pages
Turning a lukewarm prospect into a buyer enthusiastically throwing cash your way entails more than a casually composed sales page. There is a special combination of art and science that allows you to effectively capture attention, build interest, and compel action. It requires a strategic approach designed around customer psychology, compelling storytelling, and persuasive call-to-actions.
Armed with your goal of increased conversions, I’ve constructed a comprehensive guide, dissecting the very elements that make a sales page not just attractive, but highly effective in driving conversions, that could be the game-changer you’ve been seeking.
The hero section is the first thing visitors see when they land on your sales page. It should contain a compelling headline and a strong sub headline that concisely states the primary benefit of your product or service. Make sure to use clear, persuasive language that resonates with your target audience. Include the name of the product or service, logo and branding elements to ensure the page is instantly recognisable for what you’re selling.
Bonus points if the image you use includes elements that draw people towards your main CTA, like a person looking or pointing in that direction. A prominently placed CTA button should jump straight to the payment section of the pricing section of the page so that the fast action takers can purchase immediately.
- Hero image
- CTA Button
Introduction – Who is this for?
In this section, concisely outline the problem your product or service solves. This section should resonate with your target audience’s challenges. Include a brief description of who your product or service is best suited for to help potential customers identify if it is for them. This section can also include an appealing image or video that aligns with the message and gives a brief insight into what the product or service is.
- Brief description of who your service is best suited for
- Video that gives a brief insight into what the product or service is and who it is for
Benefits & Features
After the introduction, start explaining the features of your product or service, but focus primarily on the benefits each feature provides.
Make sure to communicate the value and the transformation that customers can expect. Remember, people are more interested in what your product or service can do for them rather than how it does it. Be specific and clear, and use bullet points to make it easy to read.
For courses or memberships, include the member success path in this section, outlining a clear journey or step-by-step process of how they’ll achieve success with your membership.
- Benefit driven explanation of features
- Value of the transformation
- Member success path (for memberships or courses)
Meet The Team
In this section, give your audience an inside look into your business’s greatest asset: your team. Showcase their individual skills, backgrounds, and qualifications that position them as authorities in your industry. Highlight their roles within the company, along with any key accomplishments that could add credibility, along with a personal touch, such as hobbies or interest) that make each team member more relatable. Explain why their collective expertise is pivotal for the success of your customers. Use this opportunity to establish trust, humanise your brand, and demonstrate the solid support system that will be available to customers once they decide to engage with your product or service.
- Team headshots
- Team member names, roles, skills, expertise, qualifications, key accomplishments and personal touch
- Illustrate the support system that’s ready to assist them
Us Versus Them
Here, present a comparison chart contrasting your service with others on the market. Highlight the unique selling points and value that your offer.
- Competitor comparison chart
- Highlight USP
- Highlight the value your product or service provides
The next section should include testimonials from satisfied customers who have benefited from your product or service. This provides social proof and builds trust with potential customers. Videos are particularly powerful for testimonials. If you have any big brands or influencers that have used your service, be sure to highlight that.
Showcase specific customer success stories. Feature these stories in a way that helps potential customers visualise their own success with your product or service.
- Testimonials (videos where possible)
- Customer success stories
The following video is a great example of a video testimonial that demonstrates the transformation that occurred as a result of being a customer.
If you’d like to create video testimonials like this for yourself, then check out this Complete Guide to Customer Video Testimonials to discover what makes a great video testimonial and some simple tips for how to get your customers to create them for you.
Authority and Credibility
Here you can show why you’re the expert or why your business is the right choice to help solve the problem that your product or service overcomes. This section helps build trust and establishes your brand’s reputation. Highlight any awards you’ve received, showcase accreditations/qualifications, notable industry partnerships, the number of customers you’ve helped and where your brand has been featured.
- Industry partnerships
- The number of businesses you’ve helped
- Where your brand has been featured
Partners & Certifications
Pricing and Plans
Clearly explain the different variations of the product or service you offer, the pricing for each, and what they include. Highlight any bonuses included with each pricing plan. Consider using a comparison chart for clarity. Highlight your most popular plan. Also, make sure to mention your money-back guarantee or free trial period, if you offer one.
- Different plans and pricing
- Highlight any bonuses in each plan
- Risk reversal elements (e.g. money-back guarantee or free trial period)
Address any common questions or objections that your potential customers might have. This will help alleviate any concerns or confusion about your service and facilitate the decision-making process.
- FAQs displayed as an accordion (an interactive design element that allows users to click on a question, prompting the relevant answer to expand below it, and then collapse when clicked again or another question is selected, reducing the length of your sales page, whilst still giving access to all the important information that can help convert a potential customer)
This section should be a clear and persuasive call to action. Make it easy to purchase or sign up for your product or service. The CTA button should be in a contrasting colour to stand out, and the CTA text should be action-oriented, like “Start your journey to better marketing now”.
- CTA buttons throughout the sales page
- Terms of Service
- Customer service link (or live chat or chatbot)
Additional Sales Page Conversion Tips
Make sure your sales page is visually appealing and consistent with your brand. Good use of colours, fonts, and layout can greatly influence how your message is perceived. High-quality images, graphics, or videos that are relevant to your product or service can help make your page more engaging.
Urgency and Scarcity
Urgency and scarcity can be powerful motivators for people to act. You can create urgency by offering:
- Limited Time Offers: These are deals or discounts that are only available for a short period. The ticking clock can incentivise prospects to act immediately.
- Limited Quantity: Indicating that only a specific number of products or seats are available can create a fear of missing out (FOMO), encouraging quicker purchases.
- Countdown Timers: This visual tool displays the time left before an offer expires, reinforcing the urgency to act.
- Flash Sales: These are sales that last for a very short period, often only a few hours or a single day, creating a sense of urgency.
- Sold Out Products: Displaying products that have sold out can enhance the perceived value and demand for your other products.
- Early Bird Discounts: Offering special prices for those who purchase quickly can stimulate immediate sales.
Clearly state why your product or service is different and better than alternatives on the market. Make sure your value proposition is easy to understand and compelling.
Whilst it’s important to feature social proof in terms of testimonials, endorsements, ‘as seen in mentions’, results, etc. Social proof should not just be restricted to a social proof section on the page. This important element should be embedded throughout your sales page to continually build trust and credibility.
This could be in the form of a money-back guarantee or a free trial. It removes the risk from the prospect and can increase conversions.
Multiple Calls to Action
Don’t just place a call-to-action at the end of your page, sprinkle them throughout the page. It’s important to give your prospects several opportunities to take action.
Make sure that the message is consistent throughout the page and that each section naturally flows into the next.
Make sure your page looks good and functions well on mobile devices, as a lot of web browsing takes place on smartphones these days.
If your sales page is long, consider including a sticky menu or a table of contents at the beginning of the page so users can easily navigate through the content.
This feature can help answer any questions prospects have while they’re considering your offer, which can boost conversions.
Consider all users when designing your sales page. Use alt text for images, provide captions for videos, and ensure your page is navigable with a keyboard for those who may require these features.
Building Your High Converting Sales Page
Creating a high converting sales page is a process akin to a skilled surgeon working diligently to ensure every element of a complex system is functioning optimally. Each component, from the eye-catching hero section to the trustworthy footer, is an essential organ in the organism of your sales strategy. When these parts work in harmony, they form a powerful sales narrative that is both compelling and irresistible to your audience.
It’s more than just crafting attractive headlines or using dazzling hero images. It’s about surgically weaving a narrative that subtly stitches together your unique selling proposition, potent social proof, your well-earned credibility, and compelling calls-to-action. It’s about a deep understanding of your audience’s pain points, dreams, and motivations, and sculpting a sales page that deeply connects with them on a cellular level.
As you undertake this delicate operation of crafting a high converting sales page, always remember, each element has a vital function in forming a compelling offer that not only engages but incites action. By skillfully integrating these parts, you’re building a robust sales page that is designed to attract customers eager to invest in your offerings, leading to increased profitability. You’re not just creating a sales page, you’re masterfully constructing a path towards a more profitable business.
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