Those who have an online business know how important an efficient sales page is. It needs to be capable of attracting the attention of visitors and then convince them to make the purchase.
But creating a fantastic sales page that actually converts is not as easy as it looks. Just putting the name of your product or service, a price tag, and a purchase button isn’t enough.
Your website needs to be designed to win over your visitor, making them convinced that your offer is right for them and must be purchased now.
Want to know how to create a sales page focused on conversion so you can sell more? Read on and find out the answers!
The sales page where you present your product, its benefits, features and other arguments to persuade the visitor to make the purchase.
It is important to note that, although it is called a “sales page”, the transaction doesn’t take place there.
It’s as if this page were the salesperson at a brick-and-mortar store, showing the products and helping the customer, and the checkout page is the cashier, responsible for receiving payment and delivering the product.
Now that you know what a sales page is and what it’s for, you may be wondering if it’s worth creating one for your business.
But don’t be fooled, sales pages still have their place in the online world!
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Having a good sales page helps to give more credibility to your visitors and, consequently, make more sales.
A sales page is focused on presenting solutions for the visitor’s problems. Unlike social media, you can create fuller descriptions and show all the benefits of the product or service you offer.
This increases your audiences’ confidence in your brand, making them more likely to do business with you.
Basically, there are three options for creating a sales page: programming the page yourself, hiring a web designer, or using an online tool.
But if you’ve read this far, you are probably not a programmer and hiring a specialized professional can be expensive.
So, the ideal is to use an online platform. This type of service offers ready-made templates, which you can choose and customize by entering your product information.
Below you’ll find three options for your business:
And although the free Wix plan has a variety of features, they aren’t very customizable. To have access to more features, such as a virtual store with a payment system, it is necessary to subscribe for a paid plan.
Perhaps the most famous platform on this list, WordPress is one of the most complete services for creating websites and blogs. And although it has a free plan, it has subscriptions with prices that fit all budgets.
As this platform is free code, it has a multitude of customization options. Among them are plugins, which add new features to the system.
It works as an online editor, providing a series of templates that are fully customizable and optimized for conversion.
You can change the texts, colors and images in an easy-to-use environment. In addition, you can perform A / B tests to see which style has the best results.
With Klickpages now a part of the Hotmart family, look for great things to come. Building amazing sales pages for your products seamlessly integrated with the Hotmart platform will be a breeze.
For a long time, the sales page was basically a white background with a video player and a call to action.
Although studies show this type of page can work, it is important to remember that several channels, such as Facebook, Google and others, encourage the entrepreneur to promote pages with more content and offer more outlets for the buyer.
Sales pages with only one video and a CTA can work for an email list or on your blog since these people already know your business. However, when using other channels, go for more complete pages that give extra information to the buyer.
How can you do that?
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Provide accurate information
A good sales page is one that answers all customer questions and objections.
You need to make it clear why shopping with you is a good deal and assure visitors that the transaction is completely secure. List all the benefits you offer and the transformation the buyer will get from your product.
In this sense, a very common mistake made by entrepreneurs is to focus only on the characteristics of the product.
Focus on the outcome your course can provide prospective customers and how your course will bring them there.
Choose the best payment methods
The more payment methods you offer, the greater the chances of people purchasing your product.
The preferred payment method for online purchases in the world nowadays is still credit cards, however, electronic payment such as PayPal is a close second. Using a payment system that offers options such as local payment methods in other countries can also increase your sales around the globe.
Be sure to make information abou exempted payment methods clear on your sales page to prevent the person from clicking on the “buy” button and not finding what they need on the checkout page.
Speak the language of the buyer
Take the time to get to know your audience, what problems they face on a daily basis, and how you and your product can help them.
One way to do this is to create a persona. It is a semi-fictional representation of your ideal customer, created from a thorough analysis of your business and market research.
Once you understand who the ideal customer is for your product, your mission is to create texts that generate empathy in those who are reading, arousing their interest in your offer.
This study will help you to design a more efficient communication strategy and increase your conversion rates.
Include customer testimonials
Did you know that 90% of people say that testimonials and opinions online influence their decision to purchase? This is because we tend to value the opinion of people in our social circle.
When you include a consumer testimonial on your website, the chances of the visitor connecting with that person and trusting your product increase.
These testimonials can be in text or video format. But the important thing is that they are real and show how your product or service can solve the potential customer’s problems.
Using our test product page, we’ve also included some testimonials to give the brand more authority and credibility.
Include a CTA
After you have shown all the benefits of your product, how to access it and how to pay, it is time to invite your visitor to take action and buy.
To make an impact, your call to action must be clear, consistent with the rest of the text, and be well positioned on the page.
But don’t worry if you can’t find the perfect CTA at first, you can test out phrases and layouts for the button until you find the one that converts the most.
Offer a bonus
A great way to convince the customer to complete the purchase is to offer a bonus or exclusive gift to anyone who completes an additional action or purchases within a certain amount of time.
Aim to add value to your product or service and encourage those who were on the fence to close the deal with a little something extra.
You can offer additional content, such as an ebook, for example; or bonus material with your product.
Ideally, the bonus is really worthwhile and not just a “souvenir.” But at the same time, it shouldn’t be more useful than the product itself. The idea is to reward customers who complete an extra action.
You could offer two exclusive bonuses to the first 100 buyers, like a digital question and answer guide and access to an exclusive Facebook group.
These bonuses are useful enough to pique interest, but not to the extent that those who miss the deadline feel they didn’t get their money’s worth.
The most common mistakes on sales pages are: a lack of information about the product, questions aren’t answered, and a lack of information that guarantees the reliability of the page.
Lack of basic information about your product or service
Making a good sales page requires details, among them, information that guarantees the reliability of the website. When creating your page, be sure to insert the following points:
It is also important to mention in this term what browsing data is collected while the user is visiting your domain.
It is important to make it clear that the results promised by the product may vary depending on certain factors.
Most products need to offer a refund period if the customer is not satisfied with the purchase.
But do not worry, as long as the consumer sees value in your offer, they won’t ask for a refund. Making it clear that you are willing to return the money will help to increase confidence in your product, which can generate more sales.
Make sure to check your local laws on consumer protection and what types of guarantees are mandatory.
Who is responsible for the product? Having the creators contact on the sales page is the most proactive way that the Producer can help solve customer problems.
Having this direct channel, the buyer saves time to find information and the Producer has the chance to convert a sale in a personalized way.
Make sure that you’re going to create a successful sales page. Download a free template right now!
Autoplayer is a parameter that can be inserted so that the sales video is played automatically, but it must be used with care so as not to ruin the user experience.
To do this, you can create two versions of your sales page, one with autoplayer and the other without, to find out which one converts the most.
Exits on the page
It is essential that your website has exits, that is, within the sales page, there must be at least one link that directs the user to a page where they can find more information about you and your product.
The number of people who access the Internet through their phones has been growing non-stop. It’s crucial that your page responds well to this kind of browsing. If you don’t have a mobile version of your website yet, you better start getting in the race because a significant number of buyers are trying to access your content on their phones.
Before making a purchase most users search for opinions and reviews about the product. We suggest that you display buyer reviews on your page and use them as a selling point.
These testimonials can be in text format or in short videos, showing how your product is capable of solving a problem. These stories motivate and generate empathy in those who are reading / watching, which are two emotions that greatly influence the purchase decision.
As you can see, a sales page is much more than just the name of the product or service and a purchase button.
This page is one of the most important tools in the process of convincing viewers. It needs to be planned and executed carefully.
From the title (which needs to be attractive and stir the audience’s emotional), to the product description (with relevant and real information), the sales page must make clear the benefits that buyers will have by purchasing.
Now, put everything you’ve learned into practice and create your first sales page!
Take the opportunity to discover something new: Hotmart Product Page. It gives you all the features to help you transform visitors into buyers.
It is automatically generated on the Hotmart platform and features SEO optimization so that your product is more likely to appear in search engines.
Check out other advantages:
- Detailed product information and easy to view;
- Integration with the Hotmart Members Area;
- Integration with YouTube and Video with easy insertion of videos;
- Access to various performance metrics and more.
What do you think? If you want to learn more about Hotmart’s tools, check out our guide.
This post was originally published in 2015 and updated with more accurate and recent information.