Anatomy Of A High-Converting Sales Page
Trying to generate some sales?
Join the club!
Now, aside from a product or service, you are going to need a sales page. And just like a human body has certain parts that make it whole, a successful sales page has a similar anatomy.
Before I begin, I would just like to say that you do not need every single body part to function on a day to day basis. But, for the sake of analogy, imagine your sales page like Leonardo da Vinci’s “Vitruvian Man.”
Let’s start from the top and make our way down to the bottom…
Head: A headline that actually matters
If the headline of your sales page isn’t creative, thought provoking, or addressing some kind of problem, then no one (and I mean no one) will stick around to read the rest of the page. After all, if you don’t see a headline that catches your eye, are you really going to open the page or even read further? I know I wouldn’t.
Looking for a method to get your headline going? Write down a few by using this guideline…
- Eyes: Address your audience by their demographic;
- Nose: Throw in a statistic or cited fact if applicable;
- Mouth: Toss in any keywords or phrases;
Example: Men with these symptoms are 90% more likely to be diagnosed with cancer…
Shoulders: A design that holds up to your consumer’s expectations
They say that you shouldn’t judge a book by its cover… but if your sales page looks poorly designed, people are going be skeptical of what you’re trying to sell. And we have all seen “those” kinds of sales pages and websites I’m talking about. They look old, they might use comic sans as an actual font, and they look like something you would never put your personal or credit card information into. A polished, detail-oriented, high-quality design not only helps build trust with a potential customer, but it also shows off your professional chops.
It is equally important that your page has a distinct structure, or funnel, all of its own.
Here is a quick and basic example of one of the many ways your sales page can be structured:
- A flashy headline
- A short blurb addressing the problem at hand
- A solution to the problem/ introduction to your product
- Your product and the facts
- Call to action
- Testimonials and other credentials that give your product legitimacy
- Call to action
Arms: Copy that carries your consumers through the page
Loving these body part analogies? I hope so, because they have a deeper meaning. They are analogies after all. The copy on your sales page needs to be easily digestible and easy to read! Additionally, it must hold the consumer’s attention. Even though this is a lot of text to read through, you are reading this for a reason, just as anyone who visits your sales page is visiting for a reason.
Now, I don’t suggest that your sales page be too text heavy. While it is important to convey accurate information, you do not want to lose anyone in the process. Therefore, keep your copy short, snappy, and to the point. Engaging graphics and images are also a must.
Finally, avoid long, chunky blocks of text. Studies have shown that people have an easier time reading content if it is broken up by whitespace. Now, your white space doesn’t actually have to be white… but you get the idea.
Torso: The belly of the beast, the meat, and potatoes
Trust. It’s a small word with a big meaning. And without trust, no one will buy your product. Do you ever second guess yourself when you’re on Amazon and a product you’ve been looking at doesn’t have a single review? Doesn’t have any stars, either?
Again, you need to establish trust with your audience. The best (and usually only) way to do this is to pack in some testimonials and endorsements on your sales page.
Legs and Feet: A/B test, and A/B test, and A/B test, and A/B test again!
Just like learning to run, just like learning a new dance, and just like learning to do anything new, it is important that you “find your grounding” and keep trying until you learn what works best for your audience. Continually iterate on your page to see what converts and what doesn’t. If it gets you sales, it’s working, if the numbers dwindle take a step back and rework the strategy.
You can’t learn to run before you walk!