In the February Issue:
You put your sales page together, shared it with the world, aaaaaaand then it didn't sell like you thought it would.
UGH—I feel ya, we’ve all been there! There are a variety of reasons why your sales page is not selling like you think it should, so let’s take a look at some of those here:
#1 — What are your EXPECTATIONS?
We often expect more sales than what is average (totally normal, btw!). Rates can vary by industry, but for most, the average conversion rate (number of sales vs. number of views) is in the 1-5% range.
Do the math: Look at the number of unique views on your page and divide it by number of sales = your conversion % rate. If you have at least 1%—congrats! You’re doing well!
#2 — Did enough people SEE your page?
Looking at your traffic (the unique people who view your page) is super valuable. Did you have enough eyes on the offer? And were those people the right people for your offer? This is often a big hold-up on getting more sales. Thinking about the average conversion rate, consider if you simply need more of the right people to see your page.
Look at your numbers and your sources: Open your analytics to see how many UNIQUE page views you've had and consider where those views are coming from your email list? your social audience? google searches?
#3 — Is your OFFER what people actually want?
Has anyone purchased your offer before? (Sometimes called "validating" your offer.) Do you know people WANT to buy what you're selling? Or are you solving a problem that people don’t think is important enough to pay to fix it?
Review your offer and ask your people: Sometimes you’re trying to solve a problem people don’t think is a big deal, or it’s in a format people don’t want. An easy way to know if an offer is valid is if someone else is successfully selling a similar offer.
After looking at the three areas above, then it’s time to look at your sales page itself, and see how you can improve it in two major areas:
#4 — Is your copy and messaging CONNECTING with people?
This is critical and often where sales pages can be majorly improved. Is your headline catching people’s attention so they want to read more? Are you speaking to both their problems and their desires? Are you using words your people actually say (not industry speak)? Is key information or details missing from your page?
Review your copy with new eyes: Take the point of view of someone who doesn’t know what you’re selling. Or even better, get some people who are your ideal buyer to review the page, and ask them if they understand what you're selling and if it is appealing to them.
#5 — Is your page design and layout ATTRACTIVE to people?
First impressions are everything—we make split-second judgements based on how things LOOK to us. Does the design of your page convey credibility or does it seem a little “iffy/salesy?” Is the page too busy and distracting? Is the text broken up into easily-scanned pieces? (No one wants to read big paragraphs!) Does your buy button stand out?
Take a fresh look at your page: Be objective as you consider the look and feel of your page (or have someone else who will provide honest feedback review it). You may be repelling people with the look and flow of your page—lots of room for improvement here!
We’ve just scratched the surface here, but this will get you started on improving your sales page. Even just changing a couple of things can make a BIG difference in your sales!
MEET CHRISTI COOPER
DEIGNER AND CREATIVE STRATEGIST
Christi is the woman behind Cooper & Heart Creative and the I Heart Templates shop where she loves to put her 23+ years design experience (including 5+ years in online marketing) to work for small service-based businesses.
No matter their stage of business, Christi helps coaches, consultants and service-providers create beautiful, conversion-focused sales pages, brands and websites they LOVE to share (and that help them sell too)!
Connect with Christi HERE!
