- \n
- Make it work:<\/strong> The sales page, like any other landing page design<\/a> on a site, needs to be user-friendly and ultra-functional. This means fewer options, since the purpose should be to funnel the visitor towards purchasing.<\/li>\n
- Make it pretty:<\/strong> The sales page should be eye-catching, not off-putting, and draw the user in, while at the same time not distracting from the goal: conversion.<\/li>\n
- Make it convert:<\/strong> Everything in the sales page contributes toward encouraging the visitor to the next point in the buyer\u2019s journey: from copy, to CTAs, to graphics, and more.)<\/li>\n<\/ul>\n
Whether you\u2019re new to designing sales pages or just looking to make yours pop, it\u2019s a great idea to start with some of the techniques that are designed to catch the eye \u2014 and make the sale. Let\u2019s take a look at seven different sales page design techniques that are purpose-driven to catch and keep the attention of your visitor.<\/p>\n
Explore: UI And UX Designers Rocking The Web Design Industry<\/a><\/p><\/blockquote>\n
Create Urgency With Headlines And Copy<\/h2>\n
What urgency does:<\/em><\/strong> We\u2019ve all seen ads that start out with \u201cAct now!\u201d and \u201cLimited time offer!\u201d There\u2019s a reason why those old chestnuts keep getting used: they work. Especially when you want to motivate your visitor to become a buyer, letting them know that they have only a short window to take advantage of what you offer can light a fire under them. That\u2019s urgency.<\/p>\n
You want your visitors to act now,<\/em> and creating your sales page with a time-based or space-based CTA is a great way to push them in that direction.<\/p>\n
![\"Act](\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" "\\"Act")
<\/a>
\nImage: iStock\/Aquir<\/p>\nPage structure tip:<\/em> <\/strong>Headlines typically belong at the top of the page (hence the name), but bolded subheadings to echo the CTA and break up the text are a good idea. Keep in mind that people often have an \u201cF shape\u201d viewing pattern, meaning they look first across the top of the page horizontally, and then down the left side. Catch their eye with your headline, and then direct the attention to the next step on the sales page.<\/p>\n
How to do it:<\/strong><\/em><\/p>\n
- \n
- Include a countdown clock or timer. Having the visual telling them how much time is left is a great motivator.<\/li>\n
- Communicate scarcity. \u201cOnly two tickets left at this price!\u201d works well for the airlines, and can do the same for you.<\/li>\n
- Use phrases along the lines of \u201cLimited time offer!\u201d or \u201cSpecial promo!\u201d Let the visitor know that they\u2019re missing out if they don\u2019t<\/em> act now.<\/li>\n<\/ul>\n<\/a>
\nImage: iStock\/Anna Zasimova<\/p>\nNon-Generic, Real Person Testimonials \u2014 With Visual Backup<\/h2>\n
What testimonials do<\/em>:<\/strong> Testimonials are one of the best ways to get a visitor to become a buyer because they create a link between the visitor and previous buyers. Testimonials get your potential purchaser to identify with someone who is already a few steps ahead of them on the buyer\u2019s journey.<\/p>\n
Seeing what you have to offer in action is that much more likely to lead to conversion. It can get your visitor from the top of the sales funnel \u2014 their basic awareness of your product \u2014 all the way to the purchasing stage. You can also use the right sales funnel design tools such as ClickFunnels<\/a> to design an effective sales funnel.<\/p>\n
<\/a>
\nImage: iStock\/Jackaldu<\/p>\nPage structure tip<\/em><\/strong>: Framing or presenting your testimonials in an easily accessible way is also an important aesthetic consideration. You want clear photos, easy-to-read fonts, and brief, to-the-point presentations. You want them to stand out, too, so don\u2019t jumble them together.<\/p>\n
Testimonials can be one of the focal points of your sales page. Include a standout testimonial above the fold and then supplemental ones below it.<\/p>\n
How to do it<\/strong><\/em>:<\/strong><\/p>\n
- \n
- Use personal testimonials, including photos, names, and other information. The more information you can give about your satisfied customers (obviously with permission and without overstepping confidentiality in any way) the better. Photos especially make a mark in the minds of visitors. This doesn\u2019t just mean a headshot next to a written tutorial \u2014 does the nature of your product or service lend itself to candid photos of your clients using the product or service?<\/li>\n
- Curate your testimonials for ones that are engaging, easy to relate to, and which clearly state the benefits to the buyer as an individual.<\/li>\n
- Include testimonials by industry experts and official reviews.<\/li>\n
- Case studies showing the benefits of your product or service over time can work well in longform sales pages.<\/li>\n
- Video testimonials are a good way to keep the visitor\u2019s attention.<\/li>\n<\/ul>\n
Innovative, Unique Calls To Action<\/h2>\n
Why you should use unique CTAs<\/em><\/strong>: When it comes to your call to action, or CTA, it might be easy to slip into the cookie-cutter style. \u201cClick here to buy!\u201d \u201cLearn more!\u201d<\/p>\n
But there\u2019s a problem with that, and it\u2019s that we as an internet-weary public are so used to seeing those types of CTAs <\/a>that we basically ignore them. They\u2019ve been used by every ad company, spammer, and scammer alike over the years. It\u2019s almost a safety precaution that our brain tends to overlook them automatically.<\/p>\n
<\/a>
\nImage: iStock\/Ewg3D<\/p>\nSo explore unique and different ways to write and present your CTAs. To get results, it\u2019s time to up your copywriting game. Your goal is to convert your visitor into a buyer. Your visitor\u2019s goal is to see if and how your product will benefit them, and then purchase it. The benefits should be seen through testimonials and other content, while the CTA empowers them to follow through. Don\u2019t stand in their way with generic, uninspiring CTA copy!<\/p>\n
Page structure tip<\/em>:<\/strong> CTAs can be used in multiple places, but make sure that you include the opportunity to convert early on. Don\u2019t make your visitor scroll all the way through a longform sales page to finally find the \u201cpurchase\u201d button. You can use CTA buttons in conjunction with CTAs within the copy itself, with hyperlinks. Give your visitor multiple opportunities to convert into a buyer, not just one.<\/p>\n
How to do it:<\/strong><\/em><\/p>\n
- \n
- Write it in first person, appealing directly to \u201cyou\u201d the visitor.<\/li>\n
- Use multiple CTAs, but make sure they cooperate. Don\u2019t try to get your visitor to download your e-book, sign up for a newsletter, leave a comment on your forums, tweet their friends about your site, and buy your personal empowerment audio book all at the same time. Pick a focus for your sales page, and stick to it.<\/li>\n
- Don\u2019t use too many<\/em> CTAs. There has to be enough content for the visitor to keep reading, not just an endless string of Buy Now<\/em>s.<\/li>\n
- Use a \u201cpop\u201d color for your CTA button to make it stand out. This depends on your color palette, but across the internet, warm colors such as orange and red are common for CTAs. They communicate urgency to the visitor.<\/li>\n<\/ul>\n
Explore: Handy Resources To Learn The ABC Of Web Design<\/a><\/p><\/blockquote>\n
Badges And Recognition<\/h2>\n
What badges do<\/em>:<\/strong> If your product or service has been awarded any recognition, including this information reinforces the other testimonials. This could mean outside reviews, such as star ratings, or industry awards. You can also get name recognition by including mentions of any big-name companies you\u2019ve worked with, in a \u201cclients include\u201d section.<\/p>\n
<\/a>
\nImage: iStock\/Hocus-focus<\/p>\nPage structure tip<\/em>:<\/strong> Badges can be included at top of the site, perhaps towards the left corner, appended to the headline, attached to photos, or included near the CTA button. They draw the eye, so they can really be included anywhere that\u2019s appropriate and that you want to direct attention.<\/p>\n
How to do it:<\/em><\/strong><\/p>\n
- \n
- Include valid awards or badges, usually outside of the main body of copy.<\/li>\n
- Within the main copy, mention of the award or recognition can be made (ie, \u201cWinner of the West Coast Farmer\u2019s Choice Award 2016\u201d).<\/li>\n
- Badges are often used to draw attention to features of services, such as \u201c30 Day Guarantee,\u201d but if used in conjunction with actual awards, this can detract from them.<\/li>\n<\/ul>\n<\/a>
\nImage: iStock\/Relif<\/p>\nNo Navigation<\/h2>\n
What \u201cno navigation\u201d does<\/strong><\/em>: You don\u2019t want your visitor to stay too long on your landing page; you want them to be motivated to explore further in. \u201cNo navigation\u201d doesn\u2019t mean \u201cnowhere to go\u201d or \u201cno options.\u201d It means clickable links, clickable buttons, clickable images \u2014 anything that will draw them further into the sale, rather than giving them the option to back out.<\/p>\n
Remember the focus of your sales page: sales! Design and UX expert Scott Belsky said, the \u201crule of thumb for UX: more options, more problems.\u201d Keep it simple, and keep your visitor funneling down towards the end goal on the buyer\u2019s journey.<\/p>\n
Page structure tip<\/em>:<\/strong> With no navigation, your visitor has either the option to click on a link or to back out of the page entirely. So don\u2019t make them search for the link or button. Your CTA buttons, etc., should be clearly seen, not hidden. Including at least one or two above the fold is a good idea.<\/p>\n
How to do it:<\/strong><\/em><\/p>\n
- \n
- Use clickable CTAs. Be they buttons, bolded links within the content, or otherwise, your viewer should be looking for the next step in the journey. CTAs are an easy way to flag them down and go, \u201cHey, over here!\u201d<\/li>\n
- Use embedded \u201cmore information\u201d content. This can include drop down menus, scrolling options, more pictures and images, and anything along those lines. The point is to move them along in the buyer\u2019s journey, keeping them on-task.<\/li>\n<\/ul>\n
Explore: Nifty Quotes From Top Web Design And Development YouTubers On UXD<\/a><\/p><\/blockquote>\n
Social Proof<\/h2>\n
What social proof does<\/em>:<\/strong> If you\u2019re unfamiliar with the term, a quick way to explain social proof is to point to any site that has the number of Facebook likes listed at the top of the page. Social proof is basically a way of cataloguing and showing the reaction of others. It gives your viewer a chance to see what others thought of your site.<\/p>\n
In more specific terms, when it comes to sales page design, that means including a counter for page views, downloads, likes, or anything else along those lines. The ability to indicate to your visitor that they\u2019re not the first to come across your site has a very valuable impact in motivating them to convert; as much as people love to be able to comment, \u201cFirst!\u201d on a YouTube video, when it comes to actually putting money down on something, people want to see that others have done it before them. It sets their mind at ease to know they\u2019re not alone.<\/p>\n
Let your visitor in on that information. Giving them a glance into some of your social media statistics (re-tweets, followers, likes, etc.) builds confidence in you and your brand, as well as giving them a feeling of, \u201cWell, all of those people can\u2019t be wrong!\u201d<\/p>\n
<\/a>
\nImage: iStock\/Rvlsoft<\/p>\nBranding expert Bernard Kelvin Clive said, \u201cMan is a social being. It\u2019s not surprising we love social proof; it sells brands fast.\u201d It plays into the same territory as testimonials: it helps your visitor to identify with others who have purchased your product, making them that much more likely to convert and join the ranks.<\/p>\n
Page structure tip<\/em>:<\/strong> Social proof can be included early on in the sales page, such as at the top left corner, where it is likely to be seen right off the bat. It can also be used in \u201chigh friction\u201d areas, such as near the CTA buttons or alongside badges.<\/p>\n
How to do it:<\/strong><\/em><\/p>\n
- \n
- Give numbers, statistics, and details: how many have liked your site, how many follow you on FaceBook, how many have visited the site, how many downloads of your e-book, how many subscribers.<\/li>\n
- Include social media buttons. Make it easy for your visitor to share your offer or site on their own social media accounts.<\/li>\n<\/ul>\n
Interactive Forms<\/h2>\n
What interactive forms do<\/em>:<\/strong> On sales pages, the focus is less on generating leads and more on generating sales. But that doesn\u2019t mean that you can\u2019t use lead-generating tactics to funnel your visitors further into the buyer\u2019s journey. Information-gathering forms are often static, but making them interactive and unusual is going to keep the interest of the visitor.<\/p>\n
<\/a>
\nImage: Leadformly.com<\/a><\/p>\nIdeas like interactive \u201cchat\u201d windows can help you to learn more about your visitor, deliver perceived benefits to them, and encourage them to buy. Use icons and graphics instead of copy. Include as many interactive elements as possible: clickable graphics, toggle sliders, and checkboxes. Basically, try to avoid making your input form look like an input form.<\/p>\n
<\/a>
\nImage: Brokernotes.co<\/a><\/p>\nEngaging their interest with a multiple choice or viewpoint question or even a brief puzzle or test can also lead to further involvement.<\/p>\n
Page structure tip<\/em><\/strong>: The placement of the input form on a sales page depends a lot on what type of service or product you\u2019re selling. The form can easily be made multiple-choice, the focus of a short-form sales page, placed up front and center above the fold.<\/p>\n
How to do it:<\/strong><\/em><\/p>\n
- \n
- The form should address the visitor as an individual.<\/li>\n
- Avoid being too intrusive, obnoxious, or complicated \u2014 keep questions simple and task-oriented.<\/li>\n
- Don\u2019t put too much pressure on the visitor.<\/li>\n
- Encourage the visitor to engage and follow through.<\/li>\n<\/ul>\n<\/a><\/center>Software Development Logos<\/a>
\nCommunication Company Logos<\/a>
\nBlog Logos<\/a>
\nMedia Service Logos<\/a>
\nPersonal Logos<\/a>
\nMarketing Firm Logo<\/a>
\nEntertainment Logos<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"If you\u2019re looking to up the ante when it comes to conversions, a sales page could be your best bet! Sales pages are standalone landing pages, specifically designed to convert your visitor to a buyer. The difference from other landing pages is that your sales page will be just a click away from purchase: call […]<\/p>\n","protected":false},"author":5,"featured_media":13180,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[297],"tags":[],"class_list":["post-13179","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-web-development"],"yoast_head":"\n
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- Use a \u201cpop\u201d color for your CTA button to make it stand out. This depends on your color palette, but across the internet, warm colors such as orange and red are common for CTAs. They communicate urgency to the visitor.<\/li>\n<\/ul>\n
- Make it pretty:<\/strong> The sales page should be eye-catching, not off-putting, and draw the user in, while at the same time not distracting from the goal: conversion.<\/li>\n
![\"Act](\"https:\/\/www.zilliondesigns.com\/blog\/wp-content\/uploads\/act-now.jpg\" "\\"Act")
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<\/a>![\"Real](\"https:\/\/www.zilliondesigns.com\/blog\/wp-content\/uploads\/Real-Person-Testimonials.jpg\" "\\"Real")
<\/a>![\"Call](\"https:\/\/www.zilliondesigns.com\/blog\/wp-content\/uploads\/Call-To-Action-1.jpg\" "\\"Call")
<\/a>![\"industry](\"https:\/\/www.zilliondesigns.com\/blog\/wp-content\/uploads\/industry-awards.jpg\")
<\/a>![\"Badges](\"https:\/\/www.zilliondesigns.com\/blog\/wp-content\/uploads\/Badges-And-Recognition.jpg\" "\\"Badges")
<\/a>![\"Social](\"https:\/\/www.zilliondesigns.com\/blog\/wp-content\/uploads\/Social-Proof.jpg\" "\\"Social")
<\/a>![\"Lead](\"https:\/\/www.zilliondesigns.com\/blog\/wp-content\/uploads\/Lead-Formly.png\" "\\"Lead")
<\/a>![\"Brokernotes](\"https:\/\/www.zilliondesigns.com\/blog\/wp-content\/uploads\/Brokernotes-Form.png\" "\\"Brokernotes")
<\/a>![\"Attention](\"https:\/\/www.zilliondesigns.com\/blog\/wp-content\/uploads\/Attention-grabbing-sales-page-techniques.jpg\" "\\"Attention")
<\/a><\/center>