Four easy steps to create pages for sales that convert |

Jun 27, 2024

Make sure your product is ready for the limelight with an attractive sales page that's creates and is can be converted in just four simple steps.

It's time to sell (or you're ready to pre-sell).

Do not roll out that welcome mat -- you're trying to make the walls stand up and figure out where the door should go initially.

If you need help, look elsewhere.

But hitting up Google does not work: it seems like everywhere you go, somebody has a different opinion.

Create your buttons in orange They say it on one page. Avoid the color orange at all cost, another article cries.

Who do you listen to? How do you create a page for sales that invites customers to have a closer look at the page and eventually become paying customers when nobody can agree on most effective practices?

The answer is pretty simple ignore the theories and study the evidence to understand the reasoning behind conversion rate optimization (CRO).

This is the method we're using in this article. In the beginning, we'll look at a closer review of what CRO actually is and then apply the process step-by-step for every aspect of your sales webpage, from the title to the closer.

Let's dive in.

What exactly is CRO? (and why is it important to you)

I would like to consider CRO as being the scientific side of marketing. Commonly, it is connected with A/B and multivariate testing  CRO is a strategy that's aimed at increasing the rate of conversion for an element or page.

You could have one without having the other. You just will not have an successful marketing strategy if have both.

Here's an excellent illustration of how they collaborate from KlientBoost :

However, it is a problem that a lot of businesses are struggling with.

The majority of 28% of businesses are happy about their conversion rates while the remaining are unhappy or dissatisfied about how their websites are doing.

Which is a confusing statistic when you consider that 53 percent of marketers believe that CRO is a pivotal part of their strategy to market their businesses or clients.

When you add the stark truth of the importance that professionals place on CRO, and the extent to which organizations feel the conversion rate of their business is running is a easy fact

It's a must, however few people are aware of how to accomplish it.

A lot of professionals, including myself take the two processes as intertwined . A thoughtful UX is a driver for CRO that is equally thought-provoking, and CRO returns its favor by providing necessary user data for designers to re-design the pages or even elements of them.

Consider how using surveys to gather insights from customers as well as drive an incremental change made Bonia Fashion, a clothing retailer in Asia increase their sales conversion rate.

Within just two months they improved conversion rates in an entire product category by 66% . The company also reduced the number of users who couldn't discover what they were looking for in the search results from 85% to 47 percentage.

The design did the user-facing work to make these changes, however the CRO information drove the concept.

The same relationship was exposed when Click Consult, a full-suite online marketing and search engine agency, teamed up with a design firm of the client to introduce a brand new look for their site.

They performed the CRO analytics and guided the designs through data. The designers relied on them for information on the most yield-oriented (profitable) pages to address.

The results, after many rounds of testing and continual collaboration was impressive. The client saw a 10.58 percentage increase in the total amount of revenue as well as a 9% increase in conversion rates.

What is CRO?

It is a mysterious connection to the layout of your website that turns traffic to paying customers as well as active customers.

And it's as much of a necessary pillar for the online presence of your company like SEO is, but unlike SEO, it's a lot simpler to get into instead of wading through hours of technical jargon and setting your Google Webmasters' blog on the speed to get it on your dial.

This is how you can use it and build your sales page step-by-step with CRO in hand.

Step One: Create an enticing tone for the name of your product

What's the first thing that a customer sees when they land on your sales page?

In rare cases, it's your first-level header or H1 tag. On your sales pages it's the title of the product that you sell and it is shown under your navigation banner.

This is how it appears from inside your car:

And this is how it looks on your page to sell products and services for your customers:

You don't actually need to think about the code side of it as that's something we take the burden off of youhowever, I highlight this nomenclature in order to stress the need to be careful in the creation of a product name.

(It should be noted the name of your product and the way it is displayed play a significant role in your UX, SEO, as well as accessibility.)

How do you write a product name that is distinctive?

Much the same way that you'd compose any other headline, whether it's to be used for a post on social media or blog post:

It must be true to the content of the page.

It should include relevant keywords, but not without regard to readability.

It must inspire trust and elicit emotion.

Incredibly, emotions that are positive like happiness and joy perform far better in comparison to negative feelings. When analyzing more than three billion shares on social media, 69.3 percent of them expressed positive mood within their caption.

This should be a to be surprised that the most shared web page of all sources included during the research is Upworthy  the media giant which is focused on providing positivity and positive information.

Do you think emotions should have no need to be included in the name of a product?

It could be so with physical goods -- no one wants to buy "The most comfortable pillow you've ever used" from Target shelves. However, online, emotional connection is a major reason why people buy.

It's also an important aspect of why people become loyal to brands. The transactions that make up customer interaction can't sustain a business on its own. Without an emotional layer, customers will disengage and leave.

Not all emotional headlines have to be suitable for a uplifting soap opera by it's true, and neither should they be.

CoSchedule summarizes this information in the graphic below, but basically, it is three types of emotional tones to use when naming your products.

The expression of emotion in the brain can be communicated through words such as "professional" or "proven." Emotions of empathy might be elicited with terms such as "care" and "need." Finally, spiritual words might tap into a customer's "mission" as well as "dreams".

CoSchedule offers an excellent headline tester based off of these concepts, however should you not mind the obsolete graphic design, this Advanced Marketing Institute's Headline Analyzer is the original tool of choice.

For best result, run your company names through both of them before you commit to the idea.

Then, after you've settled on your title then you can begin contemplating the next thing customers see is your video or graphics.

Step 2: Add an explainer video of a brief length or high-quality product graphic

If you can, a short introductory video -- even a voice-over video -- is the next thing you do when creating your website. Ideally, you'll want to limit your video to 2 minutes or shorter.

In examining half a million videos and more than a billion plays Wistia discovered that the engagement starts to taper off quickly for online videos the longer they go on.

It's fine if your video goes longer than two minutes, but only so long as it is justified. If you're selling a complex product that needs greater explanation, or the time to get past objections, then the video is where you should spend that time.

Why? Since people are more likely to know about products by watching a video than reading about it in blog posts In terms of engaging with brands on the internet people from all over the world are more likely to engage with videos more than other media .

There are some interesting theories about how video can be the most entertaining type of video contentSome believe that it attracts attention by triggering motion and audio cues- but underlying all of the theories is a single fact.

A short video can often convey far more information in a fraction of the time an article of longer form (like this blog) could.

Plus, when someone is reading, their eyes can't be on something other than reading, however if they have a video playing on the background, they can continue with whatever they're working in while still absorbing valuable data.

Do not believe in the myths making high-quality videos doesn't need you to purchase expensive equipment or rent out a studio.

If for some reason you're not able to or can't include videos, the ideal option is to use an image of high quality. There's a reason why 31.7% of professional marketing professionals rate visual content as "very extremely" important.

The reason for this is quite simple and for the better or for worse, 48% of people say that the credibility of a business is determined by the visual attraction of their designs.

So don't skip the visuals. If you're not able to utilize video, you might want to consider buying unique images from an online service such as Shutterstock or Adobe Stock .

Are you looking for free alternatives? Pexels as well as Unsplash offer a variety of royalty-free stock photos, but take caution when choosing an image that is free.

The more well-known it gets the more likely it's used over and over again on the internet. Your products are unique, so the graphics that come attached to them should be, as well.

When you've uploaded your image or video, it's time to break out your writing pen (well you can use a keyboard) once more.

Step #3: Add your remaining content and overcome any objections

Another decision to make to your sales webpage is where and how to address any objections that people might be able to raise about the product.

The convention is to split this into two sections between the two sections: below and above your content for your product.

The introduction is generally utilized to present your benefits and explain the benefits your product offers customers.

In the second section below your table of contents can be used to overcome oppositions.

Take note that it's possible you may use your top section to accomplish this especially if the method you want to overcome these is through information points such as research from outside. There is no set of rules it how you divide data.

However, if the question can be addressed in a straightforward question-and-answer format, the less scrolling people have to do prior to viewing your content more appealing.


Although it's true people are scrolling more than before but the vast majority of their focus is concentrated on the "above fold" area before they need to scroll. If the main content of your page's sales pitch -that is, the item -- is hidden on two screens there's a chance of being able to see it are less.

Otherwise, just remember these guidelines:

Use plenty of white space in your text. The more spacing that your content has, the higher the rate of comprehension for those taking the time to read it. By using white space between paragraphs and within the margins could enhance understanding by 20 percent .

Make sure that mobile users are aware when you create content for them that you create, be it copy graphic or visual. 52% people have a negative mobile experience as a negative for your company.

As long as you provide space, don't be afraid to extend your site. Though attention levels decrease with scrolling and scroll, more complicated products need more complex content, and long-form pages can generate 220 per cent more leads than short-form in the proper circumstances.

There's just one step left to make a sales web page that's ready to convert.

Step #4: Get the best performance from your design elements, and then run last checks.

Design elements would normally be first in the process if you had to create your site from scratch, but in this case, the fundamental architecture has already been taken care of by the webmaster.

So, to recap at this point in the process, the name is finished and you've also added a image or video, and populated the rest of the body's content. You must now test the speed of your sales site and make sure your pictures are optimized.

It's an exact word in the context. Rates of conversion drop by 12% each second that it takes for your website to load.

That's not all that happens, either. The bounce rate increases to 13 percentage when your site takes three seconds to load.

You can see that the page that takes seven seconds to load, it will lose a third of your website's traffic, which will cause bounces and with it, the likelihood of converting drop by 32.3 percent.

Therefore, optimizing your design elements is definitely a must-have and not something you should consider to convert. There are a few good tools to do this, however my personal favorite would be Optimizilla .

I love this tool because of a variety of reasons however the main benefits are that it's completely free, easy, and is compatible with any operating system.

You are able to alter the way you want your images to be optimized or let it operate by itself -- in most situations, the process will complete in only a couple of seconds and deliver high-quality images using a small file size.

If you're not certain the elements of your website require improvement and you want to know the speed of your website, you can run it through a testing tool like Pingdom for a comprehensive report about why, when, and where the speed of your loading is slowing.

The other half of this step is to go over your work and identify any mistakes.

In general, this task requires an outside source -- due to the reason that proofreaders and writers usually aren't the same person You'll need someone else's eyes on your work to obtain an honest assessment of how well it works together and the areas where any problems could happen.

(The scientific basis for why we are prone to make mistakes (The science behind why we tend to miss errors is quite fascinating  and is an story for another day.)

If you aren't able or don't want to do the task yourself, however, Grammarly and ProWritingAid are great additions that can be installed on your browser as extensions that are free.

A small improvement to your sales web page an enormous leap towards your conversion

Just follow these four steps:

Create your brand's name (or the title of your page, in the event that it's the title is different) emotional and compelling. The people are drawn to products when they've got an emotional component to them. It's also the hottest real estate on your sales page.

Include an explanation video or a unique high-quality image that you can incorporate into the sales page. Visual content is vital for getting people to visit your site and turning it into sales, since the majority of users will -- whether it's right or not -- judge your credibility by its visual attraction.

After that, add in the content of your body. This is the time when you must overcome opposition and make clear value propositions about what your product does for customers. Keep mobile users in mind while you design it.

Finally, make sure you optimize and go the elements you've created to be sure they're correct and optimised for display. The conversion rates decrease dramatically when pages aren't optimized.

That's all there is. With a great product name, captivating explainer videos as well as content that is properly formatted and a well-optimized page with a high conversion rate, you've got an effective sales page.