The Anatomy of a High-Converting Sales Page
Hook. Convince. Motivate. The anatomy of a high-converting sales page is the key to getting people to convert on your site.
Convincing someone to purchase a product or service isn’t always an easy task. But the task is made even more difficult when it’s done over a website or online form. Because the prospect cannot see you in person, he or she may feel reluctant to make a purchase. The good news is that you can include certain elements in a sales page to instill greater trust in prospects and ultimately increase conversions.
A strong headline can mean a world of difference in a sales page. This is essentially the first thing that a visitor sees upon accessing the page, so you need it to grab their attention and keep them interesting. Ideally, your sales page’s headline should be attention-grabbing, short (long headlines don’t work as well), and relevant to the product or service that you are trying to sell.
Note: according to a study cited by CopyBlogger, 8 out of 10 people skin the headlines of a sales page before moving on.
Directly under your sales page’s main headline is the sub-heading. The key to creating a good sub-heading is to persuade the visitor into taking action. You don’t have to list the benefits of your product or service just yet, rather lure the visitor through the sales funnel process by including an element of persuasiveness.
Now comes the “meat” of your sales page: the copy. This is where you’ll want to explain your product or service, how it works, and why the visitor should purchase it. When describing your product or service, list its benefits rather than its features. By telling visitors how the product or service can benefit them, you’ll experience a greater response and more conversions.
So, how long should your sales page’s copy be? As note by QuickSprout, visitors will read copy that’s interesting to them. Instead of writing X amount of words, write your copy in a way that’s interesting and intriguing to your audience.
You can also tell that QuickSprout is a big fan of big landing pages, just take a look at their fantastic infographic on the anatomy of a high converting sales page:
Of course, your sales page will also need a call-to-action (CTA). This is essentially the button or link that a visitor must click in order to take action. If you are selling a product, it can be a “BUY NOW” button. It’s a common assumption that CTAs work best when placed above the fold, but this isn’t always true. Experiment with different placements – both above the fold and below – to see what works best. Just remember to use contrasting colors between your CTA and website so it stands out.