Want to build a high-converting sales page? In this post, you’ll learn how to do it successfully. I’ve put together the 7 best features of sales pages you must know if you want your sales page to convert.
Although it’s possible to build a sales page by trial and error, you can optimize your chance of success if you follow this proven process.
In today’s digital world sales pages can be even more important than salespeople. You probably are using content marketing, so after people read your article or watch a video and you want to sell them something, where do you send them?
To sales pages, right?
They pitch your products and push web visitors to conversion.
If you are in B2B business, the scheme is quite different, but sales pages can help you to warm a client up enough to sign a contract.
The purpose of sales pages is to drive conversions and get revenue from everybody who visits these sales pages. They include persuasive copy and stunning images especially to catch the visitor’s attention.
They might also feature various kinds of web forms to help you collect potential customers’ information and increase sales conversions.
Let’s understand the sale page in more detail.
What is a Sales Page?
A sales page is a page specially designed for selling products or services.
Most of the landing pages focus on generating leads when a sales page focuses on converting leads into customers and collecting payment.
In order to push a user to make payment, it’s necessary to persuade him or her that the product or service being offered has immense value.
A sales page usually includes compelling copy to highlight the value of the product or service being offered. Some sales pages also include dynamic web forms to collect information about your visitors. You can then use this information to follow up and close the deal.
Most sales pages include:
- A headline that hooks a visitor and explains what you’re selling
- Imagery and graphics showcasing product/service
- Bullet points of features, advantages, and benefits
- Social proof (reviews, testimonials, FAQ, endorsements, etc.)
- Strong call to action (CTA) button
Overall, a sales page does the following three things:
- It captures a visitor’s attention
- It explains why the product or service is useful and valuable
- It persuades users to make a purchase
Without a properly designed sales page, you’ll fail to sell your product or service, which will ultimately lead to missed opportunities and lost revenue.
And, you don’t want that, right?
So, do you want your sales page to convert visitors into customers? Then use the following 7 features of high-converting sales pages.
The Best Features of Sales Pages
You’ve learned the objective of a sales page and how it helps in selling products and services. Let’s jump straight to the features of high-converting sales pages to make sure your sales pages convert like crazy.
1. Headlines That Capture Attention
The headline is your first shot at getting users’ attention. Therefore, it’s important to invest time and effort in creating a great headline.
Ideally, your headline should be able to answer these questions:
- What’s in it for me?
- What are the benefits your product or service offers to me?
As humans, our attention is limited.
That’s why you need to create a headline that hooks users’ attention and compels them to read the next line.
Sales page headlines are usually longer than those on other landing pages because to hook, they need to be more descriptive. The headline should immediately inform the customer about the top benefits of the purchase.
A good headline is one of the most critical elements of a great sales page.
2. Bullet Points and Images
Images and bullet points on a sales page bring the information alive, highlighting the benefits of your product or service.
As you know, users tend to skim pages very quickly. It’s not easy for them to read lengthy text on landing pages. So it’s important for you to include large and bold bullet points and images on your sales pages. This helps users take in information fast without having to give out too much effort.
So, always use bullet points and images on your sales pages to get users’ attention and highlight the benefits of your product or service.
3. Testimonials That Leverage Social Proof
Testimonials say a lot about your product or service without you having to say a word. Social proof is important, and that’s why you need to include lots of testimonials and reviews on your sales page. If you have positive reviews from customers, use them to highlight the benefits of your product or service.
It’s no secret that buyers are skeptical about buying products or services online. They don’t want to be tricked into buying something they think is worthless. So, social proof on your sales page helps to reassure the customers about your product or service and make them feel safe to buy.
They can see that other customers have benefited from your product or service. So, they feel more confident about buying it.
4. Product/Service Screenshots
You can’t show your product or service in reality because it’s digital.
And, you can’t always include videos because they take the user into a different world and makes them forget that they are on your product or service page. So, it’s best to include screenshots of your product or service.
The screenshots you include on your sales page should showcase the features and benefits to make them come alive for the user.
It’s all about adding value, which in turn allows customers to visualize the features and how it works in their lives. So, don’t forget to include screenshots on your sales page to make it more convincing.
5. Keep the Copy Informative
The copy of your pages should be long enough to provide the user with enough information to make a purchase. Don’t write extensive “fluff” that takes the time of your customer for no reason.
The more short and straightforward you are, the more likely your customer will stay engaged with the material.
Keep the copy informative, describing why your users need the product or service and how it helps them. Also, don’t forget to include a call-to-action so that they know exactly what to do next.
Also, make sure that the content of your page has good readability. Avoid long sentences and paragraphs as they tend to overwhelm the users.
It’s all about giving them what they want, so make sure that your copy is informative and not just lengthy. Basically, you should focus on:
- Breaking your copy into short sentences
- Bullet points and graphics
- Writing with a persuasive, authoritative tone that emphasizes benefits and features of the product or service being offered
- Usage of strong and powerful words
Your sales copy needs to be concise and easy to read. So, keep it simple while not making it boring. And, always include a CTA or call-to-action to engage users and make them take the next step.
6. Strong CTA Buttons
CTA or Call-to-action is an important element on sales pages because it helps users make a purchase. In case you don’t know, CTA buttons are those attractive, clickable buttons that direct the users to where they need to go next.
They can either take them from your product or service page to your checkout page or somewhere else where they buy the product. So, make sure that the CTA button you choose is noticeable, simple, and includes a strong and powerful call-to-action so that users can click on it.
All of the content leads a visitor to the purpose of the page – call to action aka purchase. If your CTA isn’t clear or direct enough, the customer may not know what to do next and you’ll lose a great portion of the money.
The “Buy Now” button is often not enough.
The call to action needs to be enhanced with additional information that convinces the customer that this is the right purchasing decision.
And don’t forget about:
- Information about secure checkouts
- Pricing information
- Accepted credit cards
Remember to make a CTA visually attractive and eye-catching.
You should have one sales page per product or service and have one call to action per page (not one button, but one action the user should take).
7. Create a Sense of Urgency
If you want to make more sales, you need to create a sense of urgency in your sales copy. There is no better way than telling the user that there is a limited number of products available or something like that.
You’ll see that this tactic of creating a sense of urgency can seriously work out for you because it gives the users a time limit.
So, it’s like saying “Buy now while you still can”.
Urgency motivates people because time is money, and if they hesitate, they’ll lose the opportunity to purchase.
It works really well if you use it right and make it look like a limited offer for the product or service you are offering. Urgency is one of the effective ways to make your users take action.
So, these are some of the important features you should focus on if you want to create great sales pages. Try out these tips and I promise that you’ll see how these features can really improve your conversions.
Final Words
Sales pages are the main source of conversions for any business. If the users don’t fall in love with your sales copy, they won’t buy your product.
If you want to create a sales page that really works, then you’ve to do a lot of brainstorming and research on this topic.
Apart from the features I already mentioned above, I also suggest that you include an FAQ action. An FAQ action is a really useful feature that lets you answer the possible questions your users might have.
The “Frequently Asked Questions” (FAQ) section is one more essential part of your sales page. Often, people do not purchase, because some of their questions are not clearly answered on the sales page.
So, brainstorm about the questions your potential customers may ask and answer them using the FAQ section. It’s an excellent way to communicate with your potential customers and clarify any points they might have missed on your sales page. It also makes sure that your sales page is concise and more informative.
Well, that’s all for today. I hope you liked this article and if you did, don’t forget to share it on your favorite social sites.
And, if you have any questions, feel free to leave a comment.
