5 easy ways to make your sales page stand out.
Hi guys.
I've noticed a lot of people on this forum ask questions about how to improve their "copywriting chops," or how to use advanced techniques to get their sales pages or sales letters to convert better.
I think if you really want your sales letter to convert better than average, you should either study the topic in depth, or hire a copywriter. The difference between a sale and no sale can often come down to one word! Very subtle stuff.
However, I can think of five VERY SIMPLE ways of improving your sales page that pretty much anyone can put into practice. Even if you are the biggest copy newbie on the planet, you can use these five techniques and see improved results.
1. Use vector graphics for your headline, sub-heads, and bullet points.
Use vector graphics to make your page look sleek and attractive. If, for example, you're putting up a "sales page" for a WSO on this forum, you'll get more attention by drawing up your headline in a program like illustrator or inkscape that has a white outline, a shadow, and so on. Do this for your headline and sub-head. Also make nice little check marks for your bullet points. This is easy to do and makes your sales letter easier on the eyes, which means more people will read through to the end.
2. Make your headline as noticeable as possible without being obnoxious.
Make sure your headline stands out but does not SCREAM OUT!!!
There are some subtle distinctions to be made here. Capitalizing the first letter of each word is good, capitalizing all of the text is bad. Using a larger font size is good, using an extremely large font size is bad. Using one exclamation mark is good, using multiple exclamation marks is bad. Using bold, red textis good, but using bold, underlined, italicized and red text is a bit much.
3. Include a small (thumbnail sized) picture of yourself, as well as your name, at the top of your sales page.
Identifying a name and a face with a product builds trust.
4. Make sure your "buy now," "order now," or "sign up" form is accurately labeled.
If you're selling a product, include a clearly labelled "buy now" button at the end. If you're selling a membership to something (e.g. a membership site), you should say "sign up." If you're looking for people to opt in to a mailing list, clearly state "opt in." If the call to action button (or form) isn't accurately labeled, you'll confuse people and potentially lose the sale (or sign up, or opt in, or whatever.
5. Include a P.S. at the end of the sales page.
Include a P.S., a P.P.S., a P.P.P.S., and so on. Include as many as it takes to overcome any lingering objections you think your ideal customer may have at the end of your sales page. Re-stating the guarantee or refund policy is a great thing to do in a P.S. statement, for example, because it lowers resistance. It can also be good to reiterate your USP, or the fact that this offer is limited time only.
Those are five tips that I think any newbie can follow to improve their conversation rate. Of course, this isn't sales pages in a nutshell; these are simply the five easiest to implement tactics you can use as a newbie without having to understand advanced psychology or anything like that.
I've noticed a lot of people on this forum ask questions about how to improve their "copywriting chops," or how to use advanced techniques to get their sales pages or sales letters to convert better.
I think if you really want your sales letter to convert better than average, you should either study the topic in depth, or hire a copywriter. The difference between a sale and no sale can often come down to one word! Very subtle stuff.
However, I can think of five VERY SIMPLE ways of improving your sales page that pretty much anyone can put into practice. Even if you are the biggest copy newbie on the planet, you can use these five techniques and see improved results.
1. Use vector graphics for your headline, sub-heads, and bullet points.
Use vector graphics to make your page look sleek and attractive. If, for example, you're putting up a "sales page" for a WSO on this forum, you'll get more attention by drawing up your headline in a program like illustrator or inkscape that has a white outline, a shadow, and so on. Do this for your headline and sub-head. Also make nice little check marks for your bullet points. This is easy to do and makes your sales letter easier on the eyes, which means more people will read through to the end.
2. Make your headline as noticeable as possible without being obnoxious.
Make sure your headline stands out but does not SCREAM OUT!!!
There are some subtle distinctions to be made here. Capitalizing the first letter of each word is good, capitalizing all of the text is bad. Using a larger font size is good, using an extremely large font size is bad. Using one exclamation mark is good, using multiple exclamation marks is bad. Using bold, red textis good, but using bold, underlined, italicized and red text is a bit much.
3. Include a small (thumbnail sized) picture of yourself, as well as your name, at the top of your sales page.
Identifying a name and a face with a product builds trust.
4. Make sure your "buy now," "order now," or "sign up" form is accurately labeled.
If you're selling a product, include a clearly labelled "buy now" button at the end. If you're selling a membership to something (e.g. a membership site), you should say "sign up." If you're looking for people to opt in to a mailing list, clearly state "opt in." If the call to action button (or form) isn't accurately labeled, you'll confuse people and potentially lose the sale (or sign up, or opt in, or whatever.
5. Include a P.S. at the end of the sales page.
Include a P.S., a P.P.S., a P.P.P.S., and so on. Include as many as it takes to overcome any lingering objections you think your ideal customer may have at the end of your sales page. Re-stating the guarantee or refund policy is a great thing to do in a P.S. statement, for example, because it lowers resistance. It can also be good to reiterate your USP, or the fact that this offer is limited time only.
Those are five tips that I think any newbie can follow to improve their conversation rate. Of course, this isn't sales pages in a nutshell; these are simply the five easiest to implement tactics you can use as a newbie without having to understand advanced psychology or anything like that.