I’m all for radical change when it comes to certain things like what crisps to buy or what cooking oil to use but not when it comes to sales pages. Oh no, for sales pages I’m all for continuous improvement, or Kaizen, rather than changes that are untrackable and unsustainable.
Your sales page’s mood is just as important as the actual text and elements. It speaks to your ideal visitor’s subconscious, and if you get the mood right, you’ve caught that visitor’s interest. Vibrant colours speak of energy, fun, and action. Dark colours talk to younger edgier visitors, and soft, pale and muted colours appeal to people who are sophisticated or people who love gentle things.
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So, in addition to your own branding, pay attention to colour to reinforce the mood, as well as make key elements stand out.
Nobody likes a big, long chunk of run-on text. Create “white space” and make your sales text easier to read – especially when skimming. But don’t stop there: Add subheads at intervals in your sales body text.
Use these sub-heads to summarize what you’re going to talk about in the next paragraph or section. Make sure your subheads zero in on the most critical paragraph point!
If your headline doesn’t give the casual browser whiplash, it’s not doing its job. Ask a question that matters in your headline – one that your ideal reader is already thinking to herself. Run it through a good headline analyzer like CoSchedule’s free Headline Analyzer and then monitor and tweak its effectiveness, using A/B split testing.
You may be considering creating a video sales page because your target audience is full of visual learners. That’s a wise move – but make sure your sales page videos don’t get in their own way.
Many people say they never bother noting the bounce rate (when people leave your site almost immediately). They don’t realize that a high number of bounces may carry the following unmistakable messages.
If your bounce rate seems unusually high, do your best to find out where the disconnect is happening!
It’s not enough to identify and empathize your ideal visitor’s pain on a sales page: You also have to make a promise to either give a real solution or take the visitor one vital step further to her goal.
When making a promise to your sales page visitor, make sure that you don’t promise something you cannot possibly deliver. You can’t guarantee they’ll be cured of cancer, nor can you promise someone will make a million dollars in a month. Keep it realistic.
In fact, even if it doesn’t promise instant stardom, a realistic promise is more likely to be trusted, believed – and acted upon.
Time yourself reading every word on your landing page, then pay careful attention to the time that visitors spend there. If they stay as long as you or longer, you know that they value what they are reading. That’s an important clue when you go to write your sales page and social media posts.
Make yourself a cue card containing essential data you have to make sure you cover – for example, your sales page address. Don’t rely strictly on speaking: Add a text version of your sales page address to your screen and repeat it in the video description, or in the text below the video thumbnail.
How your sales video displays in particular mobiles is crucially important. Make sure your sales page address doesn’t display off-screen! Test your landing page video in MobiReady.
You’ve probably heard the old rule, “The more you are charging for a product, the longer your sales letter should be.” That’s not exactly right.
It could better be said, “The stronger your proof, the sooner you should stop speaking.”
Sometimes it just takes a few bullet points and a headline to convince people. Pay attention to which CTA link your visitors and testers click: That’s often the time to wrap things up.
Kevin Arrow is the CEO of the Online Visibility Academy where ethical entrepreneurs can train in digital marketing skills
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