When you create a sales page, you must use all the tactics you can to ensure it provides the results you’re looking for. These ideas can help you stop leaks in your sales process. You can use the information to create a new sales page as well as to tweak existing ones to make them better. You can use this information for all your landing pages, not just specifically sales pages, to improve.
Audit These Sales Page Elements
- Your Offer and Benefits – How does your offer differentiate your brand from the competition? Are there any specific emotions you’d like to elicit from site visitors to drive your prospects to buy? Are there any triggers at all that may lead your prospects to buy the offer? Does the offer match the intended audience where they are in their buying journey? Plus, what does the product really do for your buyers? They need to know what’s in it for them.
- The Call to Action – Is your CTA visible enough? Is your headline compelling? What are the benefits, and are they included near your CTA to remind your audience? To better frame your CTAs, you’ll need to know the answer to “What do you want them to do next?” If there is an incongruency with the CTA and the audience, it can cause lower sales margins.
- Trust Building and Social Proof – What do you have added to your sales page that tells your audience you’re trustworthy? You’ll need testimonials, a privacy policy, and a guarantee that builds trust in the buyer. If they don’t believe you, they’re not going to buy it.
- Visual Elements – The way your sales page looks is essential too. Don’t try to reinvent the wheel here. Instead, you need to create sales and landing pages that are familiar to your audience. Who your audience is will inform you how far you can go with technology and the look. The navigation, the size of the buttons, the colors, and all that matter very much when it comes to sales pages.
- Page Abandonment – Checking out how many people just get there and then leave the page either by abandoning the page entirely (bouncing) or by filling a shopping cart and leaving. Why and how your audience is leaving your sales page will inform the improvements you can make.
- Subject Matter Continuity – The other thing to double-check is, does the marketing information you provide your audience on your blog, in advertisements, on social media, and so forth match the sales page you’re delivering to the audience? If there is a problem with subject matter continuity, it will confuse people who click through to the sales page. Make sure there is information continuity.
To ensure you get these elements of your sales pages right, you’ll want to know who your ideal customer is so that you know for sure the offers you’re making are just for them. Your audience needs to know the benefits of the offer and exactly why it’s going to solve their problems while also feeling trust enough to spend money or give away their personal information to you. Your sales pages can accomplish this if you take the time to know the audience and know your products well enough to explain them on your sales pages fully.
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