9 Advanced Sales Page Optimization Tips to Boost Your Sales 

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.

For more information on color psychology, you can check out Nick Kolenda's work or this fantastic article by Neil Patel. I also have an in-depth video that goes DEEP into UX-related stuff when it comes to sales pages. Link below.

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.

Here's how I did it for my Ultimate Email Checklist landing page (which also serves to "sell you" on subscribing)

The 3rd sales page optimization tip is something I see far too often, unfortunately.

Painfully often, in fact...

Here's the thing: your sales page has only ONE job to do - persuade people to click on the 'BUY NOW' button.

That's it!

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?

It's crazy!

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.

PRO TIP: You can still use a "buy now"-type top navigation to immediately grab the attention of high-intent buyers.

This is how I did it for Rainmaker Email Mastery.

Sure, the headline is probably the most important part of your sales page.

In fact, it can literally make or break it.

Why?

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.

You're competing with tons of random cat videos out there working HARD to steal your visitor's 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.

However, there ARE certain hacks that can reduce the time you need to come up with a great headline by a factor of 10!

I cover this in much more detail in the following article (which also includes 39 proven headline formulas that you can "steal" right away!)

However, for now, just know that you should NOT 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...

People 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!'

Among all the sales page optimization tips mentioned here, this one's probably one of the most crucial elements of a good sales letter

Yet it's something that isn’t as straightforward as writing a new headline or CTA button…

Remember that people buy based on emotion and justify their decision with logic?

That's right.

And 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 never do anything about it. 

They procrastinate, expect miracles, and say to themselves: 'Yeah, I'll just do it tomorrow'. 

Right...

The truth is that 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 that they'll trust you.

How?

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).

And finally, offer them the perfect solution that will make their pain go away.

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. 

Sounds 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.

Here's an in-depth case study analyzing how I did exactly that for the sales page of my 7-Day Rainmaker Email Sequence product.

'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 exactly what I did on my About Page.

And it's 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.

Again, my video analyzing the 7-Day Rainmaker Email Sequence sales page is a great example that you should definitely check out if you want to build more rapport and desire in your audience.