What are Sale Pages?
Drive Quality Traffic to Your Product or service
Sale pages are a standalone page created with one specific purpose in mind, to secure sales for your product. And that product or service you’re selling on your page can differ depending on your industry or niche.
So, the purpose of your sales page is to remain constant – getting visitors to convert into customers.
Sales pages can be divided into two main types:
Both types of sale pages are designed very similar. They contain a pitch of your product that your visitors go through and decide whether they want to click the call-to-action (CTA) or not. The only difference between a long and a short sales page is the actual length of the page.
What exactly does it take to have high-converting sale pages that encourages more of your subscribers to become buyers?
Here are just a few of the key concepts of sales conversion online and to make sure that you can connect your shopping cart to your sales process.
You’ll also want to make sure that you connect your sales process to your customer list.
So here are some of the basics of the key elements of your sales page.
What Do I Include on My Sales Page?
The most important element you want to include is a benefit-driven headline that calls for action to indicate the importance of what people will get on the other side with your product or service.
Your sales letter headline needs to be a bit longer than a typical landing page because the sales letter is like a pitch and you need to really “hook” your visitors.
This is achieved with an explanatory headline, which has to convince visitors to keep reading the page:
Sales page copy
The sales page copy needs to be broken down to enhance readability. It’s good to arrange your copy in short paragraphs and bullet points where necessary.
It also works well when the copy is differentiated from other page elements.
You will want to provide clarity of the problem that’s been addressed and in that process you will likely want to tell your story of how you came across this particular solution.
How you developed it, and why you are offering it now.
Part of your story should also be case studies and or testimonials of people who benefited from your products and services in the past.
Throughout your sales page make sure you answer the question of, “so what?” You can focus people’s call to action on the features all you want but without the idea of why it’s important for them, they don’t really care.
Make sure you answer that “so what?” question all over your sales page.
Finally you want to make sure you have a great guarantee, depending on the type of service that you have that guarantee can be 30 days, 60 days, a year, a lifetime.
It’s completely up to you however I’ve always found that the products with the longest guarantees are the ones that are least likely to get refunded.
Before you go over your sales page, here are some additional things you want to consider.
First, how much pre-selling have you already done before they visit the sales page?
The reality is if you have done your job correctly in your list, your sales page can be as minimal as possible.
Although you will want to test out varied lengths and various pieces of content and see which one converts the best for you. You may also be thinking of different users for your product with a standard level and a VIP level in which case you want to make sure your sales page reflects those options.
You should also consider if your ideal audience are more visual or logical. The visual visitors to your sales page want to be greeted with color, images, and small sections of text broken up by sub headlines.
The more logical audience will skip over all the pretty stuff and move right to the text, so don’t be afraid to use more white space than you would typically see on a traditional sales letter.
You’ll also want to know what characteristics of your sales pages to have. This will be reflected in the diversity of your images, the use of bullets, and the tone of your stories that you tell.
You can replace this testimonial with your own, dive deeper into the different features of your products and then share a little bit about your story here and provide a demo of your products by copying in an embed code from your favorite video service.
Now one of the most important things you’ll need to do for your sales pages of course is connect the Call-to-Action button to your merchant account.
You want to make sure when people click that button they go to the checkout page so you’ll need to get a checkout or payment URL from your merchant account system.
You can use whatever page generation system that you have access to so that the heavy lifting of copy can be done for you.
For example if you are an eCommerce company and you have several products to sell, you may want to start with an overall page and then adopt each product to an individual page.
If you have tier pricing, you may want to use a completely separate page.
The first thing you want to do is make sure that your Call-to-Action button is connected to your payment system.
Add in your SEO tags if you want to get more traffic to this page from the search engines and be sure to include your tracking codes if you are using paid advertising systems like Google Ad Words or Facebook.
If there are any Call-to-Action buttons you don’t need, you can hide them and then save your page. Of course anytime a new customer comes in through the doors, you want to set up a new customer thank you page to communicate the delivery of the purchased product.
This is going to help to take that first step towards consumption and the use of the product and service so that you can see those benefits faster.
You also want to encourage sharing of the original opt in offer. And one technical step you want to make sure that you take is to set the return variable purchase in your merchant account to this thank you page.
You’ll also want to make sure that you’re measuring your sales page conversion by setting a conversion goal page to be your customer thank you page, that way you’ll know how many visitors turned into customers.
You can set conversion goals like this up in Google Analytics and any other system you may have but make sure you can track your conversions.
You can use your thank you page to do this but if you’ve already created a thank you page before, you can simply duplicate it and customize it for this process. You may also want to take the link of your sales page and include it any cancellation URL which will return them back to the sales page.
Of course, you must make sure to save your changes inside your merchant account.
Finally, you want to split test your sales pages for maximum conversions. You may want to vary the benefit driven headlines that you have, test different images including your own or the product graphics showcasing.
Perhaps you’ll want to test the buy button copy instead of using “add to cart,” try “buying now”or“get started now or get wealthier now.”
A/B testing is the best way for you to increase your sales page conversions. With A/B testing, you create different variations of your page and see which variation performs better.
This testing process gives you the “winning variation,” which can be shown to all visitors from that point forward.The key to winning at A/B testing is to constantly be testing. However, remember to achieve statistical significance with each test, it’s essential your tests are accurate.
You can essentially test every element on your landing page. The first thing you need to test on your sales page is the length — whether a short or long-form page would work better with your offer.
When Crazy Egg tested a long versus short page, the longer version grew revenue by 363%:
Test the color of your CTA button.
Shopify shows an example where a red CTA button performed 34% better than a green button on a signup form.
Sales pages are critical to your business because they afford you the opportunity to pitch your products the right way in front of your visitors.
With a sales page, you have the chance to perfectly explain your offer, and with the right mix of graphics and copy, you can win more customers and gain higher rates of return for your investment.