Sales Page conversion rates can make or break your digital marketing campaign.
What if you could bump your rate from just one to two percent?
That’s a 100% increase in sales. And all of a sudden, your ROI could go from negative to positive, making it worthwhile to scale up your campaign.
In the following case study, we’ll take a look at a successful sales page. If I’m not mistaken, legendary copywriter Gary Bencivenga wrote the copy for this page. (Gary, please correct me if I’m wrong!)
Given his predilection for accountability in advertising, it’s quite reasonable to assume this page has been thoroughly tested and tweaked for results.
By following this example, we may find some ideas here to boost conversion rates on every sales page we build.
Let’s start with what we see as soon as the page opens up…
Pictures sell…
They say pictures tell a thousand words. And in this case, the mouthwatering images sell the benefits of learning more from this page. How could you resist?
Branding creates trust…
Just below the images, you immediately see a banner proclaiming the brand. Note that the brand tells a story in itself. Note also the background color. The fresh green look conveys something about the flavor and freshness of the product… Not only that, it’s well known that green is a relaxing color and also connotes a sense of wealth, encouraging visitors to feel there’s real value here.
This “dog whistle” attracts only a select few…
By trying to appeal to everyone, you appeal to no one. And the loud and clear message here is that only an elite few can enjoy this product. If that doesn’t create instant desire in the reader, what possibly could?
You can’t get this anywhere but here…
The genuine passion for the product here is contagious. A little bit of hype can work if it’s sincere and honest. Plus, the objection that this product could be obtained elsewhere is eliminated, forcing the visitor to read on…
And now, for the big promise…
Now that you’re drooling, dying to find out more (only IF you’re one of the select FEW who can appreciate such things…), a reason why and promise of fulfillment is offered. Again, the reader is enticed to read on…
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News sells. People want to know what’s going on. The “announcement” tells you something new has arrived… Like a gift under the Christmas tree, the reader gets a chance to feel that excitement of unwrapping it to see what’s inside… You’ve got to read on to scratch that itch…
“Hi there, I’m for real…”
Too many sales pages look lifeless because THERE’S NOBODY THERE… Just you and this cold computer screen. This page, on the other hand, has a real person looking you straight in the eye, friendly, welcoming, sincere… All of a sudden, you feel like you’re talking to the guy at your local farmer’s market… That sense of authenticity is so rare on the web, it’s like a breath of fresh air… You immediately feel at home here… That this is a place you can trust.
So, there you have it — seven ways to squeeze more sales out of your sales pages.
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Dan Kennedy Certified Copywriter for Info-Marketers and Infusionsoft Certified Partner, Mike Connolly lives in Boulder, Colorado, builds marketing funnels that rock, and loves cycling (almost) all year round.
