How to Create an Engaging Sales Page to Boost Conversions

Your sales page is perhaps your best opportunity to let visitors know what you sell, and how it will benefit them. Learn how to optimize that page for conversions.

BY: JOHN ALLEN ON THURSDAY, NOVEMBER 05, 2020
How to Create an Engaging Sales Page to Boost Conversions

Your sales page is perhaps your best opportunity to let visitors know what you sell, and how it will benefit them. It will help you convert casual readers into customers - but only if you’ve taken the right steps to optimise it.

Even if you have the best products in the world - whether that’s the most superior customer call forwarding service, or a world renowned smartphone - if your sales page is letting you down you won’t achieve your sales objectives.

In this post we’ll take a look at some strategic tips and offer some examples of high performing sales pages. This will give you an idea of where you should be focusing your efforts when it comes to optimising this key piece of marketing content.

Sales pages versus landing pages

A sales page has one goal: to convince people to buy from you. With landing pages, while they’re focused on a similar goal to a sales page (persuading visitors into taking an action), that action doesn’t necessarily have to be buying something. They may simply be asked to download an eBook.

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Or sign up to watch a demo created by a call center solutions business. In neither of these scenarios are they asked to make a purchase. Alternatively visitors to a landing page could be invited to opt in to a newsletter or register for a webinar. And while they may do so, these actions may not lead to them digging deep into their pockets to buy a product or service.

While your landing page can get people to sign up for a freebie, it’s far harder to get people to sign up to buy something. A landing page involves a no-cost low commitment, while pressing the ‘buy’ button means they’re willing to part with hard-earned cash.

With this more challenging outcome, it’s easy to see that your sales page needs to be incredibly persuasive.

Which is better, long or short form sales pages?

When it comes to conversions, the jury’s out regarding whether your page should be longer or shorter. It often comes down to your specific industry. If you sell FMCG (fast-moving consumer goods) in an e-commerce environment, you might find short-form sales pages work well. You don’t need too much content to convince people to convert, as long as you have clear images and a solid product.

If you sell more expensive, higher end products, you might need something longer. For example if you’re a B2B SaaS marketing agency selling a service, meaning visitors will want details on what makes you stand out. Long content discussing features, requirements and different pricing tiers will make an impact. Business customers often take more convincing too, so you’ll need more words to convert them.

Pros and cons: long-form sales pages

Long form pages give you the opportunity to tell visitors all about your product or service. They give you a chance to pre-empt objections and provide you with space so you can place plenty of calls to action. They’re also great from an SEO perspective.

However, there’s a big potential for information overload - and the possibility that you will bore visitors so they click away.

Pros and cons: short form sales pages

Short form sales pages may be the right thing for your brand in terms of converting visitors quickly. By distilling benefits and features into just a few points and having all the information ‘above the fold’ and easy to read, you’ll grab visitors’ attention with your offer.

However, short form sales pages can fall short on details - details that visitors maybe want to know before they proceed to purchase. Plus, with fewer words on the page there’s less opportunity for SEO.

Tips for creating an engaging sales page

Now we’ve looked at the pros and cons of long and short form pages, let’s move on to some actionable tips that will help you create a high converting page.

As part of the process, you’ll need to figure out what’s best for your audience. Just as you use ping monitoring to regularly test your device network, you need to regularly test the various elements of your sales page to discover whats working and what’s not.

1. Know your target audience

Before you can convert customers you need to understand what they want. This increases the chances that your offer will resonate with them. By Identifying their pain points and using the language they already use, you have the best chance of persuading them to purchase your product.

One of the best ways to understand who your target audience is is to create a perfect customer profile, or buyer persona. This fictional person represents your perfect customer. And while it’s fictional you need to base it on real data collected from customer surveys, social media and web analytics and online research. For example if one of your product features is a small business software, your buyer persona could be the business manager within small to medium sized organisations.

Once you have created your persona you can start to understand your target customer’s problems and motivations - then you can create sales copy that resonates with them.

2. Make your offer short and sweet

Complicated offers turn people off. If someone can’t understand what you’re selling them they won’t hang around trying to work it out. Even in a long-form sales page, content should be broken up into shorter sections. Give your sales page a headline that demonstrates the benefits of your product or service - then get to the nitty gritty of what you’re actually selling. Use short sentences, like in the example below:

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The headline takes advantage of our desire for quick results - while the money back guarantee gives visitors reassurance around their purchase. The bulleted copy also makes it easy to read and see the benefits.

When you’re focusing on the benefits you could include ‘add-on’ benefits too. In the above example you could not only focus on being ‘more ripped’ but on the benefit that this brings in terms of increased confidence and health.

3. Create the perfect call to action (CTA)

A ‘call to action’ (CTA) directs visitors to what you want them to do on your page. Providing a CTA button makes it easy for customers to act how you want them to.

A good CTA shows visitors the benefit of clicking and uses action words to highlight the value of your offering.

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This CTA ‘get 60% off when you order today’ is immediately evident being placed above the Facebook ad rather than below. It’s also prefaced by the value proposition so the CTA doesn’t fall on deaf ears. There’s then a follow-up button beneath the image (‘learn more’), making it easy for customers to engage.

4. Use several CTAs - but don’t go overboard

If you’re using a long form sales page it makes perfect sense to use multiple CTAs. But make sure they all require visitors to come to the same conclusion. You’re aiming to reinforce the message around what your desired outcome, as well as remind them why they’re browsing your sales page in the first place. Having too many different CTAs can make your messaging confusing.

5. Use photos and videos to boost engagement

Good graphics can communicate important information faster than words, as well as captivate your audience visually. People like to look at a page with interesting photos, videos and illustrations.

High quality images both help to illustrate your product and break up blocks of copy as your reader scrolls through. Imagery can include headers, mockups, charts, graphs and video. Case studies and quotes can also be used effectively as this web based collaboration software provider does, below.

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Images can also be used to direct visitors’ attention to critical areas of the page, like CTA buttons. It can also help if you mix things up by varying the placement of images, rather than placing them all on the same side of the page.

Video in particular can help convert visitors into customers. This could be an explainer video to demonstrate your product’s chief value, or a behind-the-scenes look at a product's creation. Wyzowl’s State of Video Marketing report revealed that 86% of people would like to see more video from brands. Videos that show people how your product works can be extremely effective.

A great way to use video on your sales page without reducing the load speed is to have a video pop up at the right time.

6. Get pricing right

The right pricing can have a huge impact on the conversion rate of your sales page. In order to know your pricing point you need to know your audience. What have they historically purchased from you? What are they currently looking for - and how far down the sales funnel are they?

Some ways to find the right pricing point is to

  • Offer more than one price point
  • End your price with number 9 (research indicates that more people are attracted by this)
  • Label price points with descriptive names so users can select one easily

OptinMonster uses these pricing strategies so that visitors can self-select from a number of options, leading to less people leaving the page due to cost.

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7. Spend time on design

The right design can help you build trust, as well as guide visitors along a great experience to purchase. To do this you need to create interest and value. It should be accessible - use readable fonts that are legible and large enough to be read on a small screen. Google’s recommendation is to use a minimum font size of 16px. Use responsive design so you page automatically resizes no matter what size screen visitors are using.

When designing your page you should use a combination of short and long sentences, plenty of paragraphs, bulleted lists and subheadings. Boxes and outlines add interest.

Remove distractions so that readers can focus on your content and get them to click through and convert. Take away side bars and have minimal headers and footers. Make sure everything on the page is related to what you’re trying to sell.

In order to create the best sales page for your brand you want to hire an expert - or you can check out some ready made ecommerce themes. There are tons of templates out there that offer you a free, effortless way to develop an awesome looking sales page.

8. Overcome objections

While some people will see the value in your product or service the minute they land on your sales page, others will need more convincing. People can always think of reasons not to buy something, so your sales page needs to overcome their objections quickly. You can do this through various methods, such as:

  • Give them a limited time offer to create urgency. Amazon uses scarcity-based urgency regularly to highlight products that are about to be sold out and showing when deals are almost fully claimed (along with a countdown time for deals).
  • Use a pop-up coupon - especially ones that pop-up as the user goes to leave the page.
  • Make it explicit who your product is for and how it will directly benefit them
  • Highlight your product or service’s value in your pricing strategies
  • Use social proof and testimonials to build trust

9. Get visitors to trust you

Trust is crucial when it comes to converting visitors into customers so your sales page needs to build credibility in the minds of your visitors.

Do this by offering proof of the claims you make and highlight stories from satisfied customers. You should also keep on top of any negative reviews - responding publicly and resolving issues. Include social proof to boost your reputation and credibility. This can come in the form of social media mentions, endorsements or testimonials. Give people reassurance in the form of money- back guarantees.

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As you can see above, Moz showcases its key stats as part of its sales page. Stats like these help customers to trust you which makes the decision to buy easier.

What next?

Your sales page is a crucial element of your sales funnel. Even if your affiliate marketing strategy is working hard for you and bringing traffic to your page, you won’t complete your visitors’ path to purchase without a standout sales page.

By using the above tips it’s certain that you’ll start to see more converting traffic. And don’t forget to test! A/B testing is a great way to see which changes you make benefit you, and which don’t. If something isn’t working, keep trying - but change just one thing at a time so you can accurately analyse the variables. It may take some time to perfect your page, but you will be rewarded for your efforts.

About the Author

John Allen

John Allen, Director, Global SEO at RingCentral, a global UCaaS, VoIP Technology provider. He has over 14 years of experience and an extensive background in building and optimizing digital marketing programs. He has written for websites such as NovaTech and GetCloudApp.

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