As a follow up from my last post about how to get more people to your sales page, today we’re talking about what happens when you have people visiting your sales page, but they STILL aren’t buying. Now what?!
This isn’t a sales funnel, marketing or lead generation problem.
This is a sales page problem.
There are a few simple tweaks you can make to your sales page to start getting more sales.
Here are the 10 questions you can ask yourself to make sure your sales page is in tip-top shape and performing it’s best:
1. DOES THE HEADLINE CATCH YOUR READER’S ATTENTION?
Your headline is going to be the first thing your reader sees, which means they’re going to make a split second judgement based on that alone.
Check out this episode of Online Marketing Made Easy for help on writing a killer sales page headline.
2. IS THE OFFER CLEAR ENOUGH?
If you don’t have a clear offer, you won’t be able to talk to the right people that need your product or effectively communicate why they even need your product.
Check out the Irresistible Offer Planning Kit to get my free worksheet to help you brainstorm your next offer. I’ll walk you through the 5 steps you need to get clear on in order to have an irresistible offer.
3. DOES THE CTA STAND OUT?
A great test to perform on your sales page is what I like to call the “CTA Standout” test. All you do is go to your sales page, slowly scroll down the screen and see how well your call to action button or section stands out on the page. Better yet — have a friend, colleague or someone not as familiar with your sales page take the test.
If the CTA blends in with the other sections around it, then you need to make it stand out more. Trying using different colors, larger fonts, etc. Perform the test again until it stands out.
4. ARE YOU USING ENOUGH IMAGES TO ILLUSTRATE WHAT YOUR OFFER INCLUDES?
Before someone buys, they like to see what they’re going to get. That’s why online stores have product pictures. Can you imagine if that weren’t the case? You’d be blindly buying something that you hadn’t even seen.
Even with digital products, it’s important to show your potential customers exactly what they’re going to get.
You can do this by including screenshots of your membership site, workbooks, templates (whatever it is that you include in your course) on your sales page so they can see what they’re buying.
5. ARE YOU USING ENOUGH IMAGES TO ILLUSTRATE WHAT YOUR OFFER ALLOWS PEOPLE TO DO?
Because the nature of digital products are well, so digital, it’s sometimes hard to communicate the benefits of something through visuals.
However, visuals are processed 60,000X faster in the brain than text, so it’s super important to include a visual version of your benefits whenever possible.
6. ARE THERE ANY DISTRACTIONS ON YOUR SALES PAGE?
This is a major sales page conversion killer. If you have distractions on your sales page, readers WILL find them and they WILL click on them. Then, you’ll be lucky if they find their way back to your page.
Some common distraction culprits to look out for:
- Links to other pages (make sure to check that your testimonials aren’t directly linking off your site)
- Headers and/or footers
- Navigation menus
7. ARE YOU SHOWING ENOUGH PROOF THAT YOUR OFFER ACTUALLY WORKS?
Sure, it would be awesome if every person that landed on your sales page could just take your word for it that your program is the solution to their problem, but unfortunately, that’s not how it works. Especially with all the slimy online marketers out there today who promise one thing and deliver something completely different (bad different).
Instead, you have to show people that your product actually works.
How do you do that?
Start with testimonials from happy customers. Make sure to use their image and highlight the key points within their testimonial so they stand out.
Don’t have customers for your product yet?
You can use testimonials from past clients that you’ve helped through the same process you’re teaching in your program. Or, you can reach out to colleagues and mentors who are familiar with your work.
8. ARE YOU ADDRESSING ALL OF YOUR POTENTIAL CUSTOMER’S OBJECTIONS?
Unless your sales page browsers are people who are super familiar with your work, know what you’re selling and will buy anything you launch, chances are they’re going to have some concerns about signing up.
The biggest objections include:
- Whether or not the program is a good fit for them
- What happens if they don’t like the program once they’re in it?
- Is your program going to help solve their biggest problem?
You can address all of your customer’s concerns within your sales page copy, but then I also recommend to include those objections again in the FAQ section so they can easily find their concern and get the answer.
9. DOES THE FORMATTING OF YOUR SALES PAGE MAKE IT NICE TO LOOK AT AND EASY TO READ?
How does your sales page look? How easy is it for people to read?
Just like we did for the “CTA Standout” test, we can do the same thing to see how easy your sales page is to follow as readers scroll down the page.
Slowly scroll down the page and check for these things:
- Do the headlines for each section make sense and stand out so people can easily find the section they’re looking for?
- Are large sections of text broken up with images and/or sub-headlines to make skimming easy?
- Are the colors and fonts you’re using easy to read? Especially pay attention if you’re using text on top of images that the text is still readable.
10. ARE YOU PROVIDING ENOUGH INFORMATION TO YOUR READERS SO THEY CAN MAKE AN INFORMED DECISION?
Depending on the price of your product, the length of your sales page can vary.
The higher the price point = the more information you need to include.
To make sure you’ve covering the essential pieces of a sales page, check out this post I wrote on my 8-step process for writing sales page copy.
Every time you launch a new sales page, perform this 10-point sales page checkup to make sure you aren’t leaving any money on the table from sales page browsers who could have become buyers.
Want to get a jump start on your sales page? Grab my brand new FREE guide – The Sales Page Starter Guide – to learn what you need to include on your sales page to make it your most profitable page!