The 3 components of a successful online business include sending a targeted traffic to a quality offer with the aim of converting that traffic into buyers.
The best way to convert leads into buyers is often through a sales page.
This is essentially a single page on your website that is entirely dedicated to enticing visitors to buy your product or service. That means that the entire design of the page will revolve around the ‘Buy Now’ button (called an action button) and it means that the copy itself will be expertly crafted to motivate people to want to do likewise.
The objective of your sales page is maximize ‘conversions’. This means that for every person who visits the page, you want to maximize the likelihood that they’re going to make a purchase. This in turn gives you one single place where you can focus your marketing and your advertising.
So for example, if your sales page has a conversion rate of 10%, that means that you can send 100 people to the page using ads and expect to make 10 sales. This is a very high conversion rate, but it is possible!
Knowing the conversion rate of your sales page will allow you to develop a solid business plan based on somewhat concrete numbers. If you were to create a marketing campaign using Facebook Ads or Google AdWords for instance, then you would be charged ‘per click’. That means that you would only pay each time someone clicked on your ad and that means that you know exactly how much 100 visitors would cost you. Say your ‘CPC’ (cost per click) is 0.50 cents and you get 10 sales for every 100 clicks, that means you can calculate that you’re getting each sale for $5. If your product or service sells for $10, then that means you’re making 50% profit!
Of course the numbers won’t always be so favorable and finding a strategy on Google AdWords or Facebook Ads that works can involve spending a fair bit of your budget to get things just right.
However, this is the basic reason why having a high converting sales page works so well
So how do you go about creating such a page?
Designing Your Sales Page
In terms of designing your sales page, the most popular approach is to make the design long and narrow. The idea behind this is that a long narrow page encourages the visitor to keep scrolling down the page and to keep looking further. This feeling of scrolling in turn makes them feel more and more committed to your product. By the time they get to the end, it will feel like a waste to go back to the start again without buying anything!
As mentioned, everything about this page should be pointing at your action button in order to maximize your conversions. That means there should be no other advertisement on the page and no links back to your homepage or any other part of your site. The only way to leave this page should be to click the ‘Buy’ button or to click back.
Another common aspect of these pages is that they use a red or orange color scheme in most cases. The idea behind this is that these colors raise the heartrate and make us more impulsive and more prone to action. This is a good thing when you’re trying to make sales as actually most things we buy we buy impulsively and based on emotion rather than logic. Your objective is to get a rapid sale and a big red button does this better than a big blue one!
If you want to create a sales page quickly and easily, you can do so by using the theme for WordPress called ‘Optimize Press’.
You can then use ‘Otpimizely’ in order to ‘split test’ the design. This means that you’re creating two almost identical designs for your sales page and then tweaking one of them slightly.
Now half of your visitors will be sent to each version of the site and you can monitor which site performs better in terms of conversion rate. If the change helped you get more conversions, then you adopt it across all versions of the sales page and you try introducing a new change. This way you can ‘evolve’ your design to maximize sales and this can help your conversion rates climb from 0.01% to 1% to 10%!
Persuasive Writing for Your Sales Page
The next piece of the puzzle is to use persuasive copy in order to encourage your visitors to buy your product or service.
The first thing to make sure you do here is to capture the attention of your visitors and then to hold it. Your aim is to reduce your ‘bounce rate’ (number of people who leave your site after 2 seconds) and you do this by grabbing them right away with a compelling pitch.
One way to do this is with a ‘narrative structure’. That means that you’re going to talk about your product as though it were a story. Discuss how you ‘were once overweight’ or tell your visitors your rags to riches tale. Not only is this very inspiring and very effective at getting an emotional response, but we are naturally designed to listen to stories and that means that the strategy is often very effective at preventing people from leaving your page!
From here, the focus is then going to be on that value proposition. Your aim is to make your product sound life changing and to get your readers to imagine and visualize what their lives could be like if they make the purchase. Talk about how it would feel to have incredible abs and endless energy, or get them to picture what it would be like to have their own restaurant and to feel proud of their accomplishments.
At the same time though, you also need to show them how your product can make this happen. For instance if it’s a book then explain what’s in it and make sure to address any concerns that your audience might have. In other words, how do they know your book isn’t just another set of empty promises? What makes this different from every other book on the market?
You can do this by addressing concerns head on before your readers think of them and also by using social proof, authority quotes and facts and figures. Another very good strategy is to minimize the risk involved in buying your product by offering a money-back guarantee or a free sample. If you do this, you’ll find that it helps to remove the concerns but that very few people actually take you up on the offer to refund their purchase.
Last but not least, make sure that you encourage a rapid decision by creating urgency and scarcity. You do this by saying you have limited stock or by introducing a limited-time discount. Either way, your aim is to make your visitors buy right away rather than going away to think about it!