What is the perfect anatomy of a sales page?
First, a sales page is a landing page designed to convince visitors to sign up for your online course, coaching program… It’s the gateway to your product and the place where people turn into buyers. A sales page doesn’t just sell anything; it sells a specific product or service.
Generally speaking, a sales page is about creating a single focus and directing traffic to that single destination. There are many different sales pages, such as webinars, ebooks, videos, etc., each with its purpose.
But generally, a sales page creates one clear call to action, and this is where a visitor turns into your customer.
Every word and image on your page needs to point to one goal— persuading readers to buy your product. You could lose potential customers if you don’t set up your sales page correctly.
Furthermore, all the anatomy of a sales page is designed the same way.
But, let’s start with the requirement!
What makes the perfect anatomy of a sales page?
Before writing your best sales page, there is a lot to be done! Here are some essential things to keep in mind.
Your target audience
This is an excellent time to discuss the psychology behind a sales page. A sales page doesn’t work if you can’t make the prospect feel like it’s in their best interest to buy right then and there.
Two simple questions can sum up the psychology behind this: “Why would I buy from you now?” and “What are you giving me that I don’t already have?” These are the key questions that you must answer with a compelling sales page.
To answer this question, you need to understand your ideal customer deeply.
Specifically, ask yourself:
- Who are these potential clients?
- What are their desires?
- What are their dreams?
- What are their frustrations?
- What are their needs?
- What are their fears?
Try to answer all these questions clearly and precisely. This will significantly help you write your own sales page, and your answers to the questions they ask will be used as arguments to persuade people to buy your product.
On the other hand, you will avoid making the terrible mistake of poor positioning. If you write the best sales page in the world, the product you put forward must correspond to your customer’s needs. If it doesn’t, you will not convert or convert at most a few customers.
But be careful.
When it comes to understanding your ideal customer, avoid making hypotheses. You don’t know what assumptions they have made or how they feel about the information you share. Instead, rely on surveys, studies, and all the data found on different forums… The words of your customers are weapons of persuasion all by themselves.
What is the goal of your program?
The second thing to consider when designing your sales page is the goal of your product.
Each product must be designed to achieve a goal. Ask yourself:
- What problem does your online course solve for your students?
- What will they accomplish once done?
- What is the final transformation?
- How do they feel afterward?
Once you’ve defined the goal of your product, you’ll be able to write a more effective sales page.
Create a Value Proposition
When it comes to writing a compelling sales letter, there are three things you must understand about your audience. You’ve got to know what they want. And you’ve got to understand how they think. And most importantly, you’ve got to know who they are. If you don’t know those things, then you won’t be able to write a persuasive sales letter.
You see, when you know who your customers really are, you’ll be better able to articulate your value prop. That’s a statement of what benefits you provide and the problems you solve for your customers. In addition, you’ll be able to identify where your product fits into your customer’s life cycle.
The next step is to figure out how to position yourself as the solution to their problem. Once you’ve done that, you’ve got to communicate your unique selling proposition clearly and concisely.
Generally, it’s a single sentence that will guide you when writing the sales page.
To help you here is a template: “I help (who) to (goal) by (vehicle).”
Get the Price Right
One of the biggest obstacles to selling anything online is figuring out how much people are willing to pay.
A major stumbling block for many potential buyers is the price. If you want to win your product’s value vs. cost argument, you’ll need to make its price less of a sticking point.
Some proven techniques to try include:
Offering more than one price point
Labeling your price points with descriptive names to help users to self-select
Make sure your price ends with the number 9 because research shows that more people gravitate towards this!
Determine the Right Length
For this point, there is no universal science! It will depend on what you offer, at which price, and how your customer responds to it…
Generally, long-form sales pages are better for responding to the objection of your potential clients. By the time they arrive at your page’s end, they will be more likely to validate and buy your offer.
But, if your offer is simple and doesn’t have a lot of objections, you can go for a short sales page.
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Writing rules for a sales page
The most important thing you need to know about writing a sales letter is that it’s not just about the words. It’s also about how they are written and presented. You can have the best product in the world, but if no one reads it or buys from you because of poor copywriting skills, you won’t sell anything.
Here are some points to consider when writing a powerful sales copy:
- Your customers don’t care about what you sell. They care about how you make them feel.
- If you treat people like they’re part of your team, they’ll respond positively.
- You’ve got to show that you understand them. This includes showing empathy and understanding of where they come from.
- Don’t talk down to your audience. Instead, address your customer directly, using words like “you” and “your” whenever possible.
- Write as though you’re talking to someone who matters — someone whose opinion you value.
- Share a story that they can relate to.
- Make sure that your copy addresses your visitor’s needs.
- Use power words to evoke and show emotion.
- Use bullet points to show the benefit of your offer.
- Go straight to the point, don’t use unnecessary words! People skim the sales page, so highlight the main points.
- Create scarcity. If you don’t urge people to take action now, they won’t.
What to add to the anatomy of your sales page?
Now that you have all the main elements and concepts of a successful sales page, it’s time to talk about the anatomy of a sales page.
A compelling headline
What if there was a way to make a lot of money in the first 10 seconds of your sales page? It would take for readers to become hooked and keep reading. The best way to achieve this is by having a captivating title that immediately makes your reader want to read on.
The question to ask yourself here is this: How can I make my readers click on my sales page title, and if they click on it, how can I get them to continue reading? The answer is that by using some good old-fashioned copywriting skills, you’ll be able to come up with a title that will pull readers in and hook them on your content.
One of the best ways to engage your prospect is to propose what is commonly called a “benefit headline.” And to give maximum impact to your benefit headline, focus it on your target audience.
Here are five benefit headline formulas that work wonderfully well:
1. The “for (YOUR TARGET AUDIENCE) who want (RESULT) without (DIFFICULTY)” formula.
- For smokers who want to quit smoking without gaining weight.
2. The “how to (BENEFIT) without (PROBLEM) and get (ADDITIONAL BENEFIT)” formula.
- How to lose weight without a restrictive diet (and get back to your dream body)?
3. The “RESULT + FIGURE + OBJECTION” formula.
- 15 strategies to monetize your blog (even if you have no traffic),
4. The “SECRET+BENEFIT” mystery formula.
- The secret of entrepreneurial moms to reconcile family and professional life (without being overwhelmed).
5. The “RESULTS + TIME + ACTION” formula.
- Generate your first affiliate income in less than 30 days with these 7 small tricks.
Don’t be afraid to take your time with this part. The headline is the most crucial part of any sales letter.
A descriptive subtitle
The subtitle is the qualifier of your headline. If you want people to read your introduction, ensure it tells them exactly what they’ll find in your online course. This gives potential customers a sense of what they’ll learn within your course while also telling them the results of your offer.
Furthermore, keep it short, clear, and descriptive. Subtitles typically run between 1 and 2 sentences long. Remember, it’s supposed to give a quick overview of what the product does. So, you don’t need to write a novel about it and just enough information to entice someone to take action.
Many of us are visual people, and we like to see things, especially when we’re about to buy something. This makes sense because our brains process visuals much quicker than text.
There are multiple reasons why you shouldn’t rely solely on text to tell your story. Here are just a few:
– Images can help break up your copy.
– They can provide context about your product or service.
– They can showcase how your product works.
Finally, they can give your readers a glimpse into your personality.
Call to action (CTA) buttons
The main objective of your course’s sales page is to convert readers into buyers. You want to give them an easy method to opt into your programs. This happens with your call to action (CTA). In fact, it needs to be one of the most essential parts of your entire sales page. Here are some tips on how to use CTA buttons effectively:
1. Make sure your CTA button is visible and prominent throughout your sales page. If it isn’t, there’s no reason for people to click it.
2. Be bold. Bolder colors, bigger fonts, and larger images work best.
3. Put your CTA 3 times: once at the beginning, middle, and end.
4. Include multiple CTAs. People don’t like being forced to choose just one thing.
5. Don’t put too many choices on your CTA button. Too much choice makes people feel overwhelmed.
6. Use a clear benefit statement. Tell customers why they should buy now.
An opening emotional story
The second step is an emotional introduction. This is a powerful strategy that’s often overlooked. Emotional introductions are short sentences that lead into your main body paragraph, and these introduce your main point in a way that grabs the reader’s attention and makes them want to read the rest of your content.
Where the title has aroused your reader’s interest, the introduction must allow him to feel that you know him better than anyone.
To succeed in this emotional introduction, rely on two combinations of elements:
- Your target’s pains and frustrations,
- And the desires and dreams of your target.
Moreover, if you’re trying to persuade someone, you must have a strong opening. An opening that immediately conveys the emotion of your subject will do a great job of getting the reader’s attention. The key is to create a connection and feeling with the audience before laying out the facts, and this makes people more likely to continue reading because it’s easy to feel invested in what you’re saying.
Emotion is much more powerful than logic. In a simplified way, when we receive external information, this one will be perceived by the emotional and cognitive brain practically simultaneously. (With a small length of advance for the emotional brain). The two brains will then either cooperate or compete to control our behavior.
If our emotional brain detects a discomfort or opportunity, it will be able to short-circuit all rational thinking in a few milliseconds.
Emotion is something that can have a lot of influence on sales, and however, it’s by combining it with logic that we can reveal all its power. Indeed, when we have triggered the desire to buy in our prospects thanks to an emotional connection, the logical part of his brain will ask him to find a rational reason to take action. This rational reason will reassure him and let him justify his purchase to his relatives or his hierarchy.
A compelling offer
Next, you need to craft a compelling offer that shows the customer exactly how your product or service will benefit them. If they don’t believe your product is worth the cost, they won’t be interested in buying it.
Make sure it’s easy for the customer to understand and address your potential customer’s pain points and problems. You want to convince them to take action now because this is a decision they will have to live with for the rest of their lives.
The sales page must allow your reader to visualize their life change and give them reasons to take action. Don’t just sell a product; sell a transformation.
When you describe your offer, present each of your parts in the form of bullet points. It would be best to consider your promise bullet as a mini-title, and you can use the formulas presented in step 1 to build them.
If your transformation offer is well presented, with beautiful bullet points, it will captivate your prospect, arouse his curiosity and desire, and give him reasons to take action.
But let’s not forget that a sales page must give confidence and reassure the prospect because a distrustful prospect is a prospect who does not take action.
That’s why we will integrate a little (a lot) of credibility in the next step of our sales page.
Build your credibility
People are skeptical by nature. They need to see some social proof.
After reading your promise and the details of your offer, your prospect will wonder who you are to offer them everything. You’ll need to include a credibility block on your sales page to gain their trust.
The instructor bio section appears near the end of your online courses sales page. This is where you tell prospective students what you’ve done and how much experience you have in your niche. You want to ensure potential customers know you’re qualified and can help them succeed. Include anything else that you feel is relevant to your audience.
Building authority is about proving you are who you are and that what you say is credible. Building authority doesn’t happen overnight; it happens through your consistent effort to establish yourself as an expert in your field.
It can be demonstrated by an honorary title, a passage in the media, and a diploma, but not only… You can build your authority simply by bringing results for others. You can also explain that you have experienced the same problems and that you have discovered, through experience, the solution to solve them.
You can lose authority as quickly as it’s gained, however.
Your credibility depends on your ability to build relationships with your audience. The best way to do this is through testimonials. Customer testimonials are powerful because they tell the story of real people who benefited from your product. They will allow you to use one of the most potent influence factors: social proof. They’re also an easy and cost-effective way to build your brand reputation and credibility. And, best of all, customer testimonials don’t require any money upfront.
At this point, you should include the price of your offer and be very clear and straightforward.
Use the price stacking method: list every component of your offer, the value price, and then tell the final price and the discount they get if they buy it now.
Include 5 to 10 most common questions you get on your offer. The aim here is to break the latest objections.
Money-back guarantees are a great way to show you’re a trustworthy company with an ethical track record. You will reassure your prospect and show him he is not taking any risk.
The money-back guarantee helps build trust in the company and can also help prevent the brand from being associated with a bad reputation. Many companies offer a money-back guarantee on their products; if a product isn’t what a customer wants, they can get a refund.
To minimize refund rates, consider attaching a condition to it.
Your prospect has just gone through your sales page. He knows exactly how much pain he’s in and that you have the solution to his problem. He feels confident in your ability to help him. If you give him the emotional fuel to take action, he’ll be more likely to take it.
So use your close to show him how his life will be different if he takes action now. Use contrasts to get emotional. First, show them what they are losing by not taking it today (they are losing an opportunity to remove their problems, frustrations, and pain). Then have him visualize the life he will experience with your offer (the manifestation of his desires and dreams).
Of course, you end your conclusion with a clear and direct call to action. This is the prominent call to action.
A P.S. will help the skimmers to understand what you offer. Summarize your offer with a personal note or one last reason to sign up.
Let’s wrap up on the perfect anatomy of a sales page
In conclusion, a sales page that’s good for your business and your customers contains the following five key elements:
- A beneficial title that will captivate your reader and encourage him to continue reading,
- An emotional introduction so your prospect can visualize their situation,
- An irresistible offer that arouses the reader’s curiosity with promise bullets,
- A credibility section to reassure the prospect,
- An emotional conclusion that amplifies the desire to take action.
All the elements of a successful sales page are there for a reason. They work together to persuade the customer to buy. Each of them needs to be there, and they will help the other. But don’t just look at this list and think they’re a checklist. Each element is an opportunity to make your sales page stand out from your competition.
By focusing on what you can do differently, you’ll be more likely to create a compelling sales page that moves people to action.
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