Is your sales page converting like you think it should? If not you should be testing to increase conversion. The internet is rather impersonal when it comes to salesmanship. You cannot look your customer in the eye or give them a winning smile and firm handshake. The only way that you have to persuade a customer that they want to purchase your product or service is through your sales page.
Your sales page is one of the most important pieces of your internet business and it should be continually tested and improved. If you sales page is not getting results then you can increase conversion by testing the following items listed in order of importance.
1.) The Headline
In the real world you only get one chance to make a first impression and it is the same in the world of internet marketing. In the internet marketing world the headline on your sales page is all that you have to make that valuable first impression, so you have to make the most of it. A well constructed headline will clearly inform the prospective customer of the largest benefit(s) that is offered by your product or service. It should tell your viewer exactly what they are going to get.
2.) Call to Action
Call to action (your offer) is the section of your sales page that asks for the sale. You may have a killer sales page but if your call to action is not just as powerful you are losing sales.
3.) Lead in
The lead in is the first paragraph beneath your headline and is the third most important part of your sales page. This paragraph rivals the headline for power. It should be written to basically grab the visitor by the collar and scream “look at this!”
4.) Benefit and Bullets
Use bullet points to describe how your product or service benefits the prospective customer. List these benefits in a descending scale. Use the most powerful benefit first and then work your way down to the least powerful.
5.) Graphics and Load Speed
Graphics can both help and hinder your sales page. While some graphics may instill the desire for your product or service they must be delicately balanced. Too many graphics will slow down the load time of your site. To increase conversion you want you page to load with blazing speed so keep the graphic elements to a minimum.
6.) Professional Look
There was a study conducted by Stamford University that found that 46% of all web sales are lost because sales pages lack a professional look and elements that build value and trust with potential customers. Trust building logos might be just the ticket to increase conversion. These logos include BBBOnline and VeriSign as well as others.
Constant testing is a must in the ever changing world of internet business. To become more successful you must increase conversion on your sales page. Use the 6 elements discussed in this article to guide your testing efforts and maximize your profit.
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