The Anatomy of a High-Converting Sales Page
When it comes to website metrics, conversions, the amount of website visitors who turn into clients or customers, is at the very top. Monitoring this metric is incredibly important because conversion rates have a direct impact on ROI. Typically, the more a business is able to convert, the higher the return on their marketing investment.
Do conversions on your homepage remain low, despite the amount of traffic you receive? It may be worth it to create a dedicated sales page.
A sales page is a type of landing page designed specifically to showcase and sell a product or service. And having one, increases both conversions and qualified leads.
If your goals for the second half of the year include either of those, keep reading to learn how crafting a sales page can help you achieve your goals.
Table of Contents:
- Why Create a Sales Page
- Set Smart Sales Page Goals
- Identify Important Elements
- Align Your Sales Page to Your Sales Funnel
Why Create a Sales Page?
Beyond an increased conversion rate and a rise in qualified leads, there are several benefits to building a sales page for your business.
Sales pages are super flexible. They can be hosted on or off your website. And, unlike a homepage which is created to be a digital hub of information, a sales page is designed to, well, sell! By nature, a sales page is designed to be persuasive, you don’t have to feel icky about being too sales-y when that is the sole reason they exist.
The biggest benefit though is perhaps the ability to explain, in detail, what you’re offering. Sales pages can be any length you choose but traditionally, long-form sales pages dominate.
With long-form copy you have more opportunity for storytelling. You can highlight the desires or pain points of any visitors then lay out exactly how your product or service can help them reach their goals or solve their problems. There is also more room for media including pictures, videos, or infographics. And more room to display reviews from satisfied customers.
Set Smart Sales Page Goals
To create a high-converting sales page, the first step is to set smart goals. Smart goals are specific, measurable, attainable, reasonable, and time-bound. No, this isn’t a cute acronym we just came up with (although it totally fits, right?!). Smart goals are designed to help set realistic, achievable expectations and deliverables for any and all tasks and it’s important to outline them before you begin any campaign.
After you map out your smart goals, ask, then answer, the following questions:
- What product or service do I want to highlight? A successful sales page should only have ONE product or service listed. This offer should be showcased without distractions and the copy should be enticing enough to inspire action.
- Who is my audience? Knowing who your audience is (and knowing how they like to receive information) is incredibly helpful when crafting a sales page. When you can identify their wants, needs, desires, and pain points, you can ensure all those marks are being hit on your sales page.
- What is the desired outcome for my customers? Once you establish who your prospects are, get specific about what you want them to achieve. Look beyond the sale here. How will your product enrich the lives of customers? What problem will your service rectify? Creating a value proposition that outlines the answers to these questions is vital for high-converting sales copy.
- How can I deliver value so that my audience will take action? The final piece of this puzzle is to identify which important elements will be included in the structure and copy of your sales page. Remember the goals we touched on earlier? Every part of the page needs to push visitors towards action so those goals are met.
Identify Important Elements
After you establish the main objective of your sales page, the next step is to outline important elements. In terms of design and structure though, you can get as creative as you want for your sales page. But as far as components are concerned, there are a few essential pieces to include that will increase your chance of having an even higher conversion rate.
A great sales page includes:
- A Strong Headline. A headline is a hook and it’s meant specifically to grab the attention of any visitors who reach the page. It should be clear, concise, and convey value right off the bat.
- Compelling Copy. As stated earlier, how much copy (whether long-form or short-form) is up to you. The important thing to take into account here is how the copy is structured. Use short, digestible sentences and break up large walls of text with subheadings, bulleted lists, and images.
- Non-Stock Media. Let me start by saying, there’s nothing wrong with stock photos in general. But when you’re trying to sell a product or service, potential customers want to see your authenticity shine through. If you can’t get photos and videos of yourself, your product, or your customers, at least use stock photos that have faces in them.
- Smart Social Proof. Testimonials (or lack thereof) can make or break buying decisions. Be sure to include lots of reviews from different sources and, if possible, speak directly to the desires or pain points outlined in the copy.
- A Clear Call to Action. With a sales page, it’s completely fine (and actually a great idea) to have multiple CTA buttons but DO NOT have multiple CTAs. Every CTA on the page needs to point to ONE place and be able to stand out against any media or copy you have on the page.
There are, of course, other elements to include but these are the basics. Some other elements that may be useful are an FAQ section to handle any objections or perhaps a chatbot to give direct feedback to anyone with questions.
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Align Your Sales Page to Your Sales Funnel
The last step in the process of creating a high-converting sales page is the most important. Aligning your page to your sales funnel as a part of your overall marketing strategy. Doing so ensures that the customer journey continues even after the purchase is complete with automated follow-up campaigns to turn casual clients or customers into Raving Fans.
If you need a digital partner to help you build a sales page that converts, reach out to us here at Smart Girl Digital. We provide full-funnel marketing services that help you find, attract, convert, and retain your ideal clients. Click here to book a FREE Digital Discovery call to get started!