Is it better to have a single feature focus sales page vs multi-features focussed sales page?

13 replies
We have a car community and our daily 1K-2K unique traffic is split among our 4 main features: discussing car problems, offroad club, car classifieds and car business listing.

So while designing a sales page, we are split between the idea whether to focus on each feature separately and design 4 sales pages to convert to a paid membership or keep one sales page focussing on all 4 key areas as all are car-related at the end of the day. And with single paid membership anyone can access all 4 areas completely.

Thanks in advance
#feature #focus #focussed #multifeatures #page #sales #single
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  • Profile picture of the author Igor Vst28
    I strongly believe the good idea ids always to focus and remove all the distractions for the target visitor. Tha t being said, I would design 4 separate sales pages, so each one can appeal to the specific interest of a target visitor.

    (If you plan to make google ads, this way you will have 4 different campaign or 4 ad groups with different keyword - one keyword group for car problems, second for car classifieds etc.)
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    • Profile picture of the author gkhanna
      Thanks, Igor, for your feedback and we do understand the same, but the problem is that we might be lowering the value proposition with just one feature vs monthly price to pay.
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      • Profile picture of the author James Fukuchi
        Yeah good point. That's why you add an order bump on your first landing page (or wherever you decide your order form goes) and ALSO add a >1 OTOs to maximize your profits on a single product/feature.

        Therefore, e.g. your product/feature was $30, and your ad spent to obtain one customer was $30. This is when you "break even".

        That's terrible business to be in, BUT if you implement order bumps and OTOs,
        (order bump and OTOs MUST be related to your original product/feature and solve MORE of their pains), the average sale for that single $30 product/feature will turn out to be $100 ~ whatever your highest priced product is, and you're making huge profits while spending so little on ads.

        This is when you would wanna be looking into building yourself a sales funnel.
        Sales Funnels will be key in doing this. Find the right platform and I'm sure you'll do great. Hit me up if you want a link.

        Hope this helped.

        Good luck with your business.
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    • Profile picture of the author James Fukuchi
      100%. That's what I would do.
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    • Profile picture of the author savidge4
      Originally Posted by Igor Vst28 View Post

      I strongly believe the good idea ids always to focus and remove all the distractions for the target visitor. Tha t being said, I would design 4 separate sales pages, so each one can appeal to the specific interest of a target visitor.

      (If you plan to make google ads, this way you will have 4 different campaign or 4 ad groups with different keyword - one keyword group for car problems, second for car classifieds etc.)
      To add to this You have 4 main topics or 4 primary sales points.. on each of these pages the other 3 options become benefits.

      Primary Target: discussing car problems
      Benefit Topic: offroad club
      Benefit Topic: car classifieds
      Benefit Topic: car business listing
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  • A message targeting four different people with four different interests is never going to be as powerful as one message targeting one person with one interest.

    Membership can be general in nature, but your marketing message should be specific.

    It may seem like a lot of extra work to create four sales pages, but keep in mind that you'll be able to...

    • Create much more targeted advertising
    • Write better headlines which resonate with the right people
    • Position your product as the ONLY option
    • Spend less on traffic since the people responding to your marketing are much, much more targeted
    • Get higher conversions because you aren't competing with every Tom, Dick and Harriette
    • Charge higher prices for products and services (Surgeons get paid more than Doctors precisely because they have a specific skillset)
    Again, your membership can be general, but your message should be specific.
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  • Profile picture of the author palmtreelife
    I'm all for the 4 sales pages for the same reasons others are telling you. Get specific and super targeted leads for each page. You can't do that with one page and more than one offer.

    On a side note, if you have one page, offering a membership for all 4 features, and someone does not resonate with ONE of those features, they are less likely to get the membership because they don't feel they are getting full value.

    Alternatively, if you offer that same person a single feature membership with additional "bonuses", they will be more likely to sign up because they feel they are getting extra value. It's the perception of the offer.
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  • Profile picture of the author WF- Mark
    Administrator
    Agreeing with Declan. Having things more targeted would be really efficient and should be easier to track. I guess having access to all of the other features is more of a bonus but as palmtree has pointed out, others might not really find it any useful or worth. Nice username by the way.
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  • Profile picture of the author ahmad nasir
    Multi feature has his own benefits and single one has his but i'd go for multi
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  • Profile picture of the author hunterz
    A focused sales page will always result in better conversions. So given that logic, I would suggest that you develop 4 distinct sales pages, with each page targeting a specific feature
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  • Profile picture of the author professorrosado
    I would add that each of the 4 Landing page versions should also make note of the other features and provide a link to them for more information and let the visitor decide if and when they've seen enough.
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  • Profile picture of the author yakhawaja
    That is a fantastic idea and you are going good so far I would like to recommend you it will be good if you build for different pages because you are offering 4 different services so it will be good to focus on each feature separately.

    You don't need to even build a website for that purpose you can do this all in funnels you can add four different pages to a funnel and offer four different features separately the reason why I recommended a funnel because it is easy to setup so you can have your complete dinished product in minutes instead of hiring someone to build a website for you and takes more than a month or longer......

    Wish you all the best......

    Thanks
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  • Profile picture of the author star007
    I would do a split test between the two formats and see which one works best for you. I think they both have merit, depending upon how well the pages are laid out. If they look cluttered, I don't bother and just click off the page, but when nicely done, they can be effective.
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