Life is full of opportunities to make mistakes, and a sales page is no exception.
When you’re setting up your sales page, there’s a lot of stuff to consider. It’s kind of like learning to drive a car for the first time. You’re all ‘Clutch in, hand break off, indicate, head check, glance in the mirror to make sure you look cool, and we’re off!’ Meanwhile, you haven’t noticed the neighbour’s letterbox just moved directly behind your car. Bastard.
The process of developing a sales page is much the same. While you’re concentrating on making sure all the buttons work, you’re probably taking your eye off fundamental things like sales page headings and intuitive design features.
Here are a few mistakes you might be making on your sales page and some suggestions for how to fix them.
1. You’re treating headlines like that person at a party you don’t talk to
Headlines are an essential part of your sales page, and if you’re doing them wrong, you could be losing out on the customers you want (and deserve).
So what are the elements of a good headline?
They make a damn good promise
‘Buy this fragrance, and Ryan Gosling will abandon his wife and children for you.’
Hot tip: Make sure you can deliver on the promise. Regarding actual execution, the example above is quite terrible, but if you can provide on your promise, that’s a golden headline right there.
If for example, you run a business training course, this could be a winner.
‘Make $5k per month working from home!’
There won’t be a Gosling in anyone’s bed with this promise but it’s still desirable, and most importantly, it’s deliverable.
They highlight something newsworthy
‘You can now schedule posts directly to Instagram – no need for a dodgy third-party app!’
Offer a solution to long a running problem, and your customers will be clicking the Buy Now button before you know it.
‘Lose weight fast on our exclusive Prosecco and Brie diet!’
I suspect that one would also do quite well.
They pique curiosity
‘Are you making these 5 mistakes on your sales page?’
But seriously, if you want people to stick around, your headlines need to arouse their curiosity and lead them to ask but one introspective question:
“Hang on… am I doing that thing?”
2. Your calls to action are complicated
To be honest, they probably aren’t, but you can’t go wrong with the classic KISS acronym…
All you have to do is ask your customer to take you up on your offer and explain how they can do it.
‘Ready to learn how to maximise your online sales? Click the green button!’
Don’t play hard to get or rely on subtle signals – it’s a waste of your time. Just tell people what to do and how to do it, and wait for the moolah to roll in.
3. You’re using long-form selling tactics when you should be using short-form (or vice versa)
A few short years ago, there was no such thing as a sales page blog post that didn’t evangelise the benefits of long-form content.
And yes, long-form content is excellent, but it also depends on what you’re selling.
If your product is basic, inexpensive, and kind of a no-brainer – like milk, for example – you’re only going to frustrate your customer.
‘Do you like having bones? Want to keep them forever? Did you know that calcium is in milk and that’s a thing that people need sometimes? Have you tried making a milkshake without milk? It’s not ideal. Tea and coffee are sad without it.’
It’s a lot for a little, and that’s never what you want, so save your long-form efforts for complicated, expensive sales pitches to customers who need convincing.
4. You’re focussing on yourself instead of your target market
You’re not selling to you. If you’re selling a course or program, you already have all the answers to the problem you’re trying to solve – which means it’s time to go back to who you were before you had all the answers.
Write up an “ideal customer” profile in detail. Think about their gender, income, age, marital status, living situation, and current employment status. Then think about how you can solve a problem they have, and adjust your sales page language to target those people.
If you’re selling sports bras for women with D-cup boobs, it would be foolish to use words like ‘Maximise!’ and ‘Padding!’ in your copy. Just strap that business down so that we can all get on with the day.
5. You haven’t identified a problem
The first sales pitches for mouthwash failed miserably because the conversations went something like this:
“Do you have bad breath?”
So the salesperson zeroed in on a combination of basic human anatomy and minor anxiety and reminded us all that we can’t necessarily smell our own bad breath. Needless to say, his sales skyrocketed.
Just look at what happened with hand sanitiser during COVID-19. We all suddenly became acutely aware of an existing problem that needed fixing, and supermarket shelves were emptied overnight.
‘Did you know around 2,022,300 germs are living on your hands right now?’
Go get that sanitary goodness.
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