I get asked this question all the time: How do I design a sales page that converts?
And it is a smart question as you can have the prettiest sales page but if it doesn’t convert it is useless.
So what determines a sales page that converts and what is a reasonable conversion rate from a sales page?
We generally expect a sales page to convert anywhere between 1-3% of the total number of visitors and from your very first launch, you should be collecting the data to measure your traffic and conversions so that you can determine your own benchmark over time and whether it is improving, declining or plateauing.
There are a number of things you can do to ensure that you are designing a sales page that converts.
How to design a sales page that converts
Have a specific and attention grabbing headline Headline
People are busy and they skim read quickly – you need an enticing headline to pique their interest so that they keep reading. Effective headlines are either solution-based, benefits-based or statement-based.
Here are some headline examples:
Solution-based: Natalie MacNeil and her program that shows you how to turn your side hustle into a full time job
Benefits-based: Denise Duffield Thomas’s Manifesting Course where you learn a formula to be a manifesting machine
Statement-based: Selena Soo
Proven Purchase Buttons
It might seem obvious but so many e-Course creators create beautiful sales pages with discreet ‘buy now’ buttons that don’t convert to sales. Research has shown that larger buttons convert better and the ‘Belcher button’ is often used for sales pages because of its proven success. Perry Belcher (the creator of this button) tested every design element of this button in over 10,000 transactions and was able to increase conversion rates by 35% to 320%.
Here is an example of the Belcher button:
Since I’m into much more beautiful branding I prefer to use a branded variation of the ‘Buy Now’ button.
Clear, readable fonts
The fonts that you select for your sales page are extremely important, they need to be easy to read and script fonts should be kept to a minimum. You also need to ensure that your font sizes aren’t too small.
Break Up the Page with different elements
When writing your sales page copy you need to break it into chunks but when it comes to the design of the sales page you also need to break it up visually. Use patterns and textures, images or different colors to break up the sections on the sales page to capture the attention of the reader.
Make sure you are on the sales page
Trust is one of the crucial factors when we make purchasing decisions so you need to build rapport with the reader. This is done not only through the copy but visually as well. Are there plenty of images of you featured throughout the page that are on brand? Have you included a sales page video where you are on screen? These are ways that you can build trust and they are necessary elements of a high converting sales page.
Keep the design clean and simple
A high converting sales page doesn’t have headers, menus or sidebars. You also want to remove any pop-ups because there is nothing worse that reading a sales page to be shouted at by a pop-up. Make sure you don’t have any links within your sales page copy including the testimonial section.
Show that it is proven and tested
Include testimonials on your sales page from past clients and include photos wherever possible. If your product is brand new ask for beta testers or provide access to friends so that they can provide an honest testimonial for you. As your e-Course grows you should be asking for testimonials and feedback at the end of each round so that you can build this section on your website.
People love a deadline and your e-Course sales page should have some form of authentic scarcity to help boost conversions. When the cart opens this could be a limited number bonus – eg ‘The First Three People to Join Receive Bonus #1’ and if you have early bird pricing this should always be communicated on the sales page. A timer is also highly effective for time sensitive deadlines. If the cart will be closing on a particularly date make sure that is obvious too.
Make it mobile responsive!
This one is so important! If your sales page isn’t responsive then you can say goodbye to over 50% of your visitors, it’s important to test your sales page to ensure that all elements are mobile responsive, especially your purchase buttons and order forms.
Leverage the power of Video
Sales pages that include video are typically known to convert better. Not all visitors will watch this video but many people find it reassuring to see a quality video on a sales page. The sales page video usually goes at the very top of the page… it isn’t there to replace the copy but it’s a fabulous way to build rapport with the reader and make them want to read more.
To help you design your own sales page that converts make sure you download the FREE ‘Sales Page Checklist’ here.
If you want to get my complete process to creating profitable e-Course check out the e-Course Launch Formula.