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Sales page / Sales site (?) Layout Question

by lover and fighter
3 replies
Sometimes I see a site that has a salespage but it also has tabs at the top with related content that kindof directs the viewer from one page to the next.

Like Tab one will be on a main topic, then it will flow into the next tab with related info, then it will flow into the next tab, until you end up at the "buy" area with specific product information.

I can't think of an example site off the top of my head, but here's a rough example, purely for illustration purposes:

a visitor clicks on a dating site, and the homepage has an article going over the top 5 reasons why most people don't find success, and at the bottom they have a link to the next article, which goes over common mistakes to avoid, and at the bottom they have a link to the next article, which goes over tips to overcome these barriers to success, and at the bottom they have a link to the next article, which sells the product.

...I guess kinda like breaking up a long form salespage into articles that flow into one another on separate pages.

What do y'all think about this type of structure? Is it a good idea? Is it good for conversions? Or would you recommend the more popular one-page layout?

Also, there's sometimes an opt-in form to the right- is this a good idea for list building, or do you think it's a distraction that could takes away from making sales?

Thanks in advance!
#layout #page #question #sales #site
  • Profile picture of the author jaggyjay
    Hi,

    I've used this layout before and it works well. But it totally depends on what you want your visitors to do.

    The layout does well in that it gets the reader involved and creates interactivity; ie: the reader clicking on the tabs or links to get more info. Obviously, if the reader is not interested, he or she won't continue to click any links or tabs to "learn more".

    As far as whether or not having a "dual call-to-action" such as a an opt-in form *and* a buy now button is a good or bad thing... well, that's something you'll have to test. Normally, I'd say stick to just one goal - the sale, the opt-in, the call... whatever. But there may be a time where such a dual call-to-action layout is justified.
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  • Profile picture of the author wrcato2
    There are only a few marketers that actually pull this off. I would be cautious. And make sure that your copy leaves off with a cliffhanger that will force your reader to click the next tab or you may very well lose your reader.

    Think benefit persuasions and serial endings
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  • Profile picture of the author verial
    My colleague in academia tells me that her research showed consumers prefer shorter pages to longer pages. She suggests people turn long pages of content into slides.

    Though I've never actually tried such a thing, my suspicion is that it wouldn't work so well, for one main reason: You are making prospects have to say "yes" to everything you've said just to get to the CTA.

    In other words, if I get to page 3 and don't like where you're going, I am likely to just close the window rather than click through. On a long-page sales form, that friction disappears to an extent because it's easier to spin the mouse wheel down to the more interesting info or price.

    I think this idea for a sales page, though possibly backed by research, will just cause a drop in conversions. But then again, we can never know until we test.

    If you do end up testing this idea, please post your results. I (and probably many others) would love to see them.
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