Getting more from your existing sales pages requires keeping an objective eye on their performance and appearance, and being on the alert for opportunities to make little adjustments capable of generating big wins and increase online sales.
Here are twenty-one ways to help you get more sales from your existing sales pages:
Time of Day is Important
Adjust your analytics to determine precisely when you have the most visitors – during the day and for the whole week. Pay attention to cycles, and schedule posts that drive people to your sales page for the precise time periods in those visitor peaks.
Set Goals in Google Analytics
If you do this and connect your goal with your ‘thank you’ page, it will automatically allow you to check on how many people visit your landing page and click through to your offer.
Use Color and Shape to Reinforce Mood
Your sales page’s mood is just as important as the actual text and elements. It speaks to your ideal visitor’s subconscious, and if you get the mood right, you’ve caught that visitor’s interest. Vibrant colors speak of energy, fun, and action. Dark colors talk to younger edgier visitors, and soft, pale and muted colors appeal to people who are sophisticated or people who love gentle things.
So, in addition to your own branding, pay attention to color to reinforce the mood, as well as make key elements stand out.
Remember to Use Subheads to Lead Them Inside
Nobody likes a big, long chunk of run-on text. Create “white space” and make your sales text easier to read – especially when skimming. But don’t stop there: Add subheads at intervals in your sales body text.
Use these sub-heads to summarize what you’re going to talk about in the next paragraph or section. Make sure your subheads zero in on the most critical paragraph point!
If your headline doesn’t give the casual browser whiplash, it’s not doing its job. Ask a question that matters in your headline – one that your ideal reader is already thinking to herself. Run it through a good headline analyzer like CoSchedule’s free Headline Analyzer and then monitor and tweak its effectiveness, using A/B split testing.
Increase the Impact of Sales Page Videos
You may be considering creating a video sales page because your target audience is full of visual learners. That’s a wise move – but make sure your sales page videos don’t get in their own way.
- Use a tripod, so there is no visible shaking or slipping. I love this All-in-One-Tripod from Amazon.
- Use a good noise-canceling microphone. I love this Digital Stereo Microphone with Lightning Adaptor
- If you’re using your smartphone, shoot horizontally, not vertically.
- Be aware of background noises like traffic or wind.
- Display important objects (like jewelry you’re selling, or your eBook) on a neutral, contrasting background, to make the item pop and focus attention solely on what you’re selling.
- Don’t use backgrounds that are brighter or richer than your product’s colors.
- Use a ruler beside physical objects to show scale. That stops people imagining they’re getting something smaller or larger than your item’s actual size.
- Be aware of your light sources – and especially be on the lookout for shadows.
- Get your video professionally edited. In our Outsourcing Magic Bullet we share our favorite Fiverr Gigs.
Don’t Neglect Bounce Rate in Tracking
Many people say they never bother noting the bounce rate (when people leave your site almost immediately). They don’t realize that a high number of bounces may carry the following unmistakable messages.
- There was a disconnect between the post or landing page that enticed people to your sales page, and they left because they were disappointed or angry that your offer wasn’t as represented.
- Your offer was confusing or messy, and visitors gave up on it
If your bounce rate seems unusually high, do your best to find out where the disconnect is happening!
Make a Specific Promise
It’s not enough to identify and empathize your ideal visitor’s pain on a sales page:
You also have to make a promise to either give a real solution or take the visitor one vital step further to her goal.
Don’t Promise What You Can’t Give!
When making a promise to your sales page visitor, make sure that you don’t promise something you cannot possibly deliver. You can’t guarantee they’ll be cured of cancer, nor can you promise someone will make a million dollars in a month. Keep it realistic.
In fact, even if it doesn’t promise instant stardom, a realistic promise is more likely to be trusted, believed – and acted upon.
Time = Value
Time yourself reading every word on your landing page, then pay careful attention to the time that visitors spend there. If they stay as long as you or longer, you know that they value what they are reading. That’s an important clue when you go to write your sales page and social media posts.
When Making a Landing Page Video, Write Out Your CTA
Make yourself a cue card containing essential data you have to make sure you cover – for example, your sales page address. Don’t rely strictly on speaking: Add a text version of your sales page address to your screen and repeat it in the video description, or in the text below the video thumbnail.
Be Aware of Mobile Device Limitations
How your sales video displays in particular mobiles is crucially important. Make sure your sales page address doesn’t display off-screen! Test your landing page video in MobiReady.
Know When It’s Time to Stop
You’ve probably heard the old rule, “The more you are charging for a product, the longer your sales letter should be.” That’s not exactly right.
It could better be said, “The stronger your proof, the sooner you should stop speaking.”
Sometimes it just takes a few bullet points and a headline to convince people. Pay attention to which CTA link your visitors and testers click: That’s often the time to wrap things up.
When in doubt, do two versions of your sales page: An extended version and a short one. Set up an A/B split test with these two versions.
Go with the one that performs the best, netting you those sales!
Make Sure Your Headline Asks or Answers the Visitor’s Exact Key Question
Do that, and you’ve got a headline that will bring them in.
Use a Plagiarism Checker
Running your sales text through a plagiarism checker will alert you to where you may have unconsciously parroted another competitor’s words, or used overdone, tired clichés.
The easiest way to do this: Subscribe to Grammarly’s premium package – it automatically includes a plagiarism checker that will instantly serve up the source document reference and the phrase being copied – all while you are checking for spelling, grammar, and syntax.
Include Awards and Certifications
Your sales page is the place to put that award badge or slap your certification letters after your name.
This is the place where people are serious about buying – and really do want as much proof as possible that they are about to take the right step when they click and purchase.
Keep Streaming-type Videos SHORT
It’s okay to include a 20-minute video on your sales page if your visitor can start or stop it at will, but if there’s no way to pause or stop your video once it’s begun, at least tell your visitor how many seconds or minutes of their time it will take, and keep it as short as possible.
People will leave if they feel you’ve hi-jacked them. At the very least, their level of trust in you will drop. So be respectful of their time and make it easier for them to choose to stay.
Put ALT text in All Your Images
The main reason to put ALT text in images? It tells people what the picture was about if it doesn’t display in their mobile … plus ALT text is keyword-searchable. Image content is not.
Make Sure Your Heads, Sub-heads, and Graphics Hit the High Point
You should be able to dart a glance at your sales page or scroll really quickly and immediately get the [accurate] gist of what it is all about.
Use Heat Maps for a Visual Overview
When tracking your sales page traffic, use heat maps to get an instant visual overview of what is really going on and where your traffic is coming from.
If you don’t have any idea what a heat map can do (or you’ve tried them, but they told you nothing), first read this excellent Instapage article, “Everything You Need to Know Before Using a Landing Page Heat Map.”
Treat your sales pages as living, breathing entities. Don’t put them up and forget them. Update them. Test all links every now and then. And keep on top of your tracking data.
Because it’s true: It’s the fine details and tiny tweaks that usually make the most significant difference in conversions.
Excited about the possibilities? Ready to get going but need some help getting everything planned out? Check out the FREE Resource Below.
Simply enter your first name & email address below and you’ll be given instant access to our Get More Sales Implementation Kit which includes a worksheet to help you get clear on your ideas and execution, a resource directory to make sure you have all the tools you need to get the job done, a checklist to make sure you haven’t forgotten anything and a month long planning calendar so you know exactly what to do when!
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