Your sales page is the most important part of your sales funnel. You can spend huge sums on Google and Facebook to bring thousands of people to your website each month. But if your visitors don’t buy into your offer, it’s money down the drain.
There are a number of things you can work on to convert traffic that reaches your sales page. Check out these tips designed to help you turn lookers into buyers.
1. Use engaging copy and visuals
When it comes to your sales page, you need a very narrow focus so that you’re able to communicate with your visitor and convince them to purchase your product.
Keep your sales copy moving along by constantly engaging your potential customer. If your sales copy doesn’t get you excited about your product, don’t expect it to keep your visitors on your page. You want to guide your visitors’ attention to the most important elements of your copy using bullet points, headlines and sub-headlines and other visual cues. Keep them glued to your page!
Use short, concise sentences so that they can quickly scan your text for the information that’s most important to them. Don’t bog them down with long paragraphs of text. And use images or video content whenever possible to maximize engagement and humanize your brand.
2. Speak their language
Use every day language and speak as if you are talking to a friend. Your visitors will feel more relaxed when reading your sales copy if they aren’t forced to Google unfamiliar words.
If your product is aimed at beginners who are just getting into a topic, use simple language rather than advanced terminology. Don’t overwhelm them, or they may get concerned that they won’t be able to use your product effectively because it’s too advanced for them. Your sales page is not the place to show off your linguistic skills.
Before writing your sales page, find out:
- What kind of terminology do they use?
- How would they describe the product/services they purchase?
- How do they describe the problem?
- Who are they and what are their motivators?
The more you know about your target audience, the easier it will be for you to create sales copy that speak directly to them.
3. Add a No-Questions-Asked Money Back Guarantee
Remove all risks to your buyer by offering a no questions asked, 100% money-back guarantee on your sales page. This shows visitors that you believe in your product and aren’t afraid to stand behind it by ensuring that they are satisfied with their purchase.
The increase in sales will always make up for any refunds you need to process and can help give hesitant customers the extra push needed to sign up for what you’re offering.
4. Use Power Words
Words such as “Special, Limited, Exclusive, Uncover, Success and Winning” are all positive words that evoke strong emotions in our brain. Sprinkle them throughout your copy and make sure you use at least one power word in your headline and sub-headlines as well as throughout your copy.
5. Use Compelling Calls to Action
Your call to action is one of the most important elements of a successful sales page. Make sure that you are using tangible action verbs that spur visitors into taking action (for example, “Reserve your
seat”, “Claim your Copy”).
6. Provide a clear value proposition
Visitors care about one thing: how your product or service benefits them. This is why you need to make sure to clearly state the benefits upfront. Features are important as well, but outlining how your product will help them or solve their problem is even more so.
Tell potential buyers what is special about your product. How it’s different from other products on the market and how it will help them solve a problem.
Give your visitor’s a reason to continue reading your sales page right away by showcasing the greatest advantage and the biggest benefit to the offer you are promoting. That way, if your reader doesn’t connect with anything else, and even if they fail to continue reading the rest of the page, they are aware of the biggest reason why they should respond to the offer.
7. Provide Social Proof
If you have a strong social media presence, add your social-media follower count to the footer of your sales page.
Not only will this help to increase conversions by demonstrating that you have solidified a brand in your niche, but it will encourage visitors who aren’t quite ready to make the purchase, become part of your social media community.
8. Keep Your USP Simple Stupid
Another important element of your sales page is finding your company’s Unique Selling Proposition, or USP. Your brand must offer something that sets you apart from the competition—something they don’t or can’t offer—to differentiate you from your competitors.
What makes you different? Why should someone choose your company or products over your competitors’? That is what you need to figure out. Make it explicit and easy to understand. Add it to your sales copy and all other parts of your sales funnel.
8. Use Testimonials & Case Studies
Testimonials are positive responses that you’ve received from existing customers. They tell your visitors that the product has worked for other people. Depending on who you’re selling to, you’ll want to showcase different testimonials.
For example, you may want to combine quotes from experts and gurus with those from everyday customers to show that no special skills or experience is needed in order to take advantage of your offer (unless your product is targeting that demographic).
Research your target audience and showcase testimonials and case studies from people that they can identify with.
10. Be Authentic and Honest
Consumers are smart. They aren’t going to fall for hype-based sales pitches and bloated offers. Focus on writing clear, honest, and compelling copy that doesn’t make outrageous claims. The old “I lost 30kg in 7 days” offer doesn’t work anymore. Making exaggerated promises doesn’t only cost you the sale, but you’ll also lose the customers’ trust in your company and decrease the likelihood of them ever buying from you in the future.