Ah, the fabled Sales Page.
The ultimate revenue engine when you want to sell a product or service, and want to sell it GOOD.
In fact, a good sales page can single-handedly become the lifeblood of an entire product - often generating healthy sales even after years and years.
But what makes it so powerful?
In a nutshell: a sales page is engineered using studies in human decision making and behavioral economics to maximize the probability of people clicking on the 'BUY NOW' button.
No wonder all the best copywriters and marketing legends out there endorse sales pages so much - it's because they work!
However, in order for them to do their magic, sales pages need to be done right (which isn't the easiest thing in the world...)
In fact, it's far too easy to miss crucial details, and end up with a sales page that's... 'underwhelming' - thus failing to properly persuade people to buy and leaving god knows how much money on the table.
But today everything changes!
I've gathered a comprehensive list of 9 advanced sales page optimization tips that - when implemented - will take your sales page from 'meh' to 'Shut up and take my money already!'-riveting.
Now, I want to highlight the fact that these tips are a bit more advanced, and won't work if you're your sales page doesn't even nail the basic fundamentals.
While this article isn't about the basics, here's a very rudimentary skeleton of how a long-form sales page should be structured (this is just one way to do it - there are also others):
Sales page optimization isn't just about copywriting.
Instead, it's a complex process involving a whole ecosystem of factors such as design, UX, wireframing, and even technical aspects.
One of the most important of these is undeniably design. And while you can certainly sell stuff even with a VERY simple design, making your user experience consistent and coherent throughout your brand is quite important.
Not only that, but the colors you choose should also reflect the deeper message of your offer.
For example, I had a client who sold a dating online course with a sales page.
Originally, this had mostly blue elements, which didn't really go well with the concept of love and dating in general.
So I advised him to change colors to 'red', not just because it's the “color of love’, but also because it symbolizes taking action!
Considering the fact that they were selling a product helping men date pretty girls (which inevitably requires taking action), this bolder red was a no-brainer. It's not that blue is inherently bad - as it symbolizes trust - but it was a bit too formal for this type of sales page.
Sure, most people add credibility markers on their sales pages, however, including them right at the beginning actually serves a double purpose.
First, it provides you with social proof - communicating that you know your stuff.
Second, it also 'primes' the reader to perceive everything that's about to come as more believable because now you look like the 'go-to expert’ in your niche.
Don't underestimate the power of priming. Our brains are designed to make heuristic quick decisions about people, so using strong social proof within the first few seconds tips the scale in your favor.
Unfortunately, I see this issue far too often.
Here's the thing: your sales page has only ONE job to do - persuade people to click on the 'BUY NOW' button.
This means that anything that distracts them from clicking on that button is a big NO-NO. And this includes other buttons and links as well.
Why would you include links to outside resources when you've paid good money for that lead to view your sales page?
Why would you even risk getting them off the page and probably never getting them back on it?
So please please PLEASE, eliminate every distracting element and outside link because the most important thing you want your readers to do is to read the headline.
The second most important thing you want them to do is to read the sub-headline.
The third most important you want them to do is to read the first line of your copy…
And so on… until they get to the 'BUY NOW' button.
Anything that interrupts the mental conversation in your reader’s head is a very real chance of losing them.
So make sure that you don't distract them, but instead insert your OWN voice into the mental conversation that's already happening in their minds.
The headline is probably the most important part of your sales page.
In fact, it can literally make or break it.
Because it serves a critical role in grabbing the reader's attention within the first 2 seconds of landing on the page.
That's a ridiculously short amount of time.
Think about that... your headline has to stop your reader dead in their tracks and make them drop whatever they’re currently doing - to read the rest of your copy.
Seems easy, right?
Well, not really. And there are tons of random cat videos out there to steal their attention.
In fact, crafting attention-grabbing headlines is so hard, it has its own complex science. FUN FACT: the best copywriters in the world spend 70% of the total time it takes to write a sales page on coming up with the perfect headline!
That's no joke.
I'll probably cover headlines in much more detail in a future post, but there's something I want to go over right now: Don't use your product name as the headline!
It simply isn't convincing enough.
Instead, use something that directly connects with your audience at an emotional level. And be sure to always keep in mind the following 2 questions that your leads are constantly asking while reading anything from you:
--> 'What's in it for me?'
--> 'So what?'
Because let's face it: nobody cares about your copy, or your sales page, or your product... they only care about what your product can do for them.
Once you know your audience well (by doing customer research), you'll be able to formulate headlines that instantly make them say 'YES, tell me more!'
In a sense, this goes back to point 3.
Repeat after me: 'Once my lead is on the sales page, I will do everything in my power to make sure I don't give them anything that prompts them to click away from it, except the 'BUY NOW' button.'
Remember, if they click away, they're gone... and your ROI goes down.
Even if you think it's a good way for them to share your sales page with their friends, it's really not.
Their attention is going to be stolen by a random cat video or something (by now you probably noticed that I always bring cat videos up... I can't help it, they're just the perfect persuasion tools...)
So for the love of god, don’t give them the chance to escape - they’re already subconsciously looking for anything that can disqualify you.
This is something that isn’t as straightforward as writing a new headline or CTA button…
Yet it's one of the most crucial elements of a good sales letter!
Remember that people buy based on emotion and justify with logic.
When they land on your sales page, chances are they’re already aware that they’re having problems with the thing you're offering a solution to.
Yet, even when that problem is already burning, most people will never do anything about it. They'll procrastinate, expect miracles, and 'do it tomorrow'.
Regardless of how bad your leads want to solve the problem, they probably won't... UNLESS you help them.
So help them. Hook them emotionally and build rapport with them so they trust you.
In a nutshell, you can simply use the ‘Problem-Agitation-Solution’ framework, which usually works quite well.
Here's how it works:
First, paint the problem that they’re struggling with.
Then, agitate it, twist the knife a bit and use vivid language. Bring up a personal story of how you or one of your friends also struggled with this...
Make the reader FEEL the pain (you can even use NLP language for extra oomph here).
Remember, YOU have to warm them up to buy, and this is one of the best ways to do it.
You can comfortably make this 'problem-agitation-solution' part a few pages long. In fact, some sales letters even tell complete stories over tens of pages with the sole purpose of agitating the pain and hooking the reader like crazy.
Maybe. But it works. We're neurologically wired to be engaged by stories.
Finally, once you've identified the problem and agitated the pain a bit, you can introduce your product as the perfect solution to all their pains. Nice and simple.
'Ok, hold up... What the F are you talking about, Csaba? Create a whaat?'
I know this may sound 'esoteric' but bear with me because there's actually a TON of research behind this.
Here's the thing: whenever people read a story about something, they automatically start searching for similarities with their own life story.
So, whenever they read about a struggle that's similar to theirs, they automatically develop rapport with you - which is critical to turning them into a customer.
Now, it turns out that one of the best ways to create even more rapport is to be ‘vulnerable’ and open up some of your own personal struggles dealing with the exact problem they're also experiencing.
And even though you’re talking about yourself, they’ll look at it as if it’s from their own perspective.
They’ll feel like the hero of the story.
And if they see that you could do it, they’ll start believing that they can do it as well!
This is also why most sales pages have a dedicated part where the writer passionately describes the work that went into creating the product - as if they’d just given birth to a child. Something special. Their life's work.
So make sure that you also highlight how you went out of your way to unearth EVERYTHING there is to know about the thing your reader's here to read about... and how you managed to find the perfect solution after your journey.
You'll build a lot of rapport and desire with this.
I see this all the time. Unfortunately.
You've caught their attention with a solid headline.
You've kept them engaged with a compelling hook.
And now it's time for your offer, right?
Well, kinda... True, after you've agitated the problem and described your hero’s journey, it’s time to introduce the solution in the form of your product.
But don’t just say ‘OK, here's my product, now go buy it….’, or something similar.
Instead, take the time to link the end of your ‘hero’s journey’ with your no-brainer offer.
And speaking of your offer, this HAS to be legit because no amount of fancy copy will save a sales page from a shitty offer. Period.
If you're having trouble with presenting your offer, here's a simple formula.
Introducing [product name], the [product summary] for [target customer] who want to [primare promise].
When you invest in this proven system, you'll get:
Get it now for only [price]. Comes with [guarantee].
Your bullet list (that comes after your offer) is where you go ballistic with your product's benefits.
Here you list every single outcome that'll happen when someone buys your product. DO make sure that this part has the sizzle - because its main job is to build a burning desire for whatever you're selling.
However, be extra careful NOT to confuse features with benefits.
In a nutshell, features are characteristics about your product that deep down, no one actually cares about, and benefits are the life-changing outcomes of these features.
For example, a car might have a V6 engine (feature), but what you're really selling is a sense of freedom and fun (benefit). I wrote more about features vs. benefits Here.
So remember, now that you’ve introduced your product, it’s time to specifically tell the reader what they’ll gain from it.
This is important because it moves them from being slightly interested in your offer to salivating over it.
And the more bullets you use, the bigger the chance you'll nail individual desires. For example, if you have 10-15 bullets, you can be sure that pretty much anyone will identify with at least a few of them.
Here's a list of benefit-heavy bullets that you can use for inspiration:
Now, these are very specific examples, but notice how they're all focused on benefits: magnetized by your strong presence, hopelessly attracted to you, fruitful and loving long-term relationship.
Sure, in order to get these results, people have to learn specific interpersonal and soft skills (features), but when you sell them, you have to sell the benefits.
Sales pages are central to any online sales funnel.
Whether you're selling an information product, coaching services, or even physical products, a well-crafted sales page will boost your paid conversions significantly - and single-handedly generate you tons of extra sales.
This makes it one, if not THE most valuable pages on your entire website, and you have to make sure you get it right.
Once you have the basics laid down, use these 9 advanced sales page optimization tips to take your page to a whole new level - and elevate yourself heads and shoulders above your competition.
Plus, you can be sure that your visitors will also notice this, and you'll see your conversion rates rise, no doubt about that.
Once more, here are the 9 advanced sales page optimization tips to implement:
With that being said, also know that sales pages are marvelous beasts... they're very difficult to tame and master.
It takes years and years of effort, hard work, and learning to get to the place where you can write a good one - and even then, it's a never-ending process of improvement.
Writing sales pages is definitely not for everyone, but if you get hooked, you get hooked!
That's what happened to me, and now sales pages are one of my few love affairs.
Hi, I'm Csaba
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Csaba Borzási is the founder of Game of Conversions. After spending 10 years learning the ins and outs of persuasion psychology, Csaba now focuses on what he loves most: helping ambitious entrepreneurs grow their online business and get more profitable customers. When he isn't geeking out on discovering how the human mind works, you can probably find him climbing a mountain, dancing salsa, or traveling around the globe.
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