A sales page is the most important tool for closing online sales. Its design and how well it relates to visitors determines whether conversion rates will go up or down. A common mistake made by most websites is optimizing their sales pages just to attract traffic. If the pages are not congruent to the needs of the visitors, the visitors will be skeptical of the products that are being sold. It is therefore important to have an understanding of how your customers’ minds work while optimizing your sales page. There are certain sales page optimization tips that you can use to your advantage.
At some point in time in your lifetime you must have bought a newspaper simply because of its headline. The headline is equally important to a sales page. New marketers often rush through this process and end up having a headline that is generic and uninteresting. A headline is meant to help you accomplish one of the most difficult aspects of marketing: capturing people's attention. A catchy headline will get people wanting to read the other lines that follow.
An example of a catchy headline is one that makes a promise. The promise should be of an intriguing result that the reader would most definitely want. You can also include an objection to be handled and a timeframe. An example of such a headline is “Make $3000 in 6 Months (Even if You Have a Full Time Job)". Such a headline will make people want to move the next part of your sales page.
In your description of the product you are selling, ensure that you include keywords, but not too many. Use lots of words and phrases that relate to the product. This will enhance the probability of your sales page being accessed by a casual surfer or anyone seeking your kind of product. Explain the benefits that people will get if they buy your product. For example, you can say “Are you a small business owner interested in doubling your online revenue this year? Download the eBook to find out how.” The words used in describing the product, which in this case is an eBook, should be compelling enough to make the readers become emotionally connected to the product. They should see and feel how the product will help them achieve the desired results. Use subheads to make the product description easier to read and to add more attention-grabbing promises.
You should remove all distractions from your sales page. Distractions, no matter how tiny they may appear, have the potential of making a potential customer click away from your page. They include extraneous links that send customers away from your sales page, videos that are not hosted by you, and extra words and photos that don't support the core sales message.
Testimonials are one of the strongest selling points on a sales page. They make it easier to convince potential customers to spend money on the product being offered. They also show the different ways in which people have successfully used a product or service. If your product or service is a new one and thus lacking testimonials, you can ask some friends to review it. You can then use their feedback to come up with testimonials. You should then work toward getting as many testimonials as possible from new customers.
An important aspect of a sales page is its design. This is because it is the first sign that the product or service being offered will be of great help. The call-to-action button is the most important element for conversions. It therefore needs to stand out. Your call-to-action button should be different from other elements of the sales page to make it easily identifiable within a few seconds of visiting the page. This can be through its design and color.
It is also important to establish a clear visual hierarchy. Visitors should be able to easily follow information in the desired order. The design should therefore be such that it encourages them to start with the headline, moving to the center and finally to the end without the eye path being disturbed. Images used should also give directional cues. An arrow can be used to show the location of the call-to-action button.
Once you successfully complete your sales page optimization, you should then track your conversion rates. You can monitor these rates in real time by using tracker software that shows traffic sources and measures conversions such as Google Analytics. You can then use the information obtained to improve your marketing campaigns and increase sales.
[Sales page image from: copystash.com]