Looking for a way to generate profits and sell your products and services?
A sales landing page (AKA a sales funnel landing page) could be the way forward for your business.
A traditional landing page helps you find and nurture prospective leads for your business, keeping them warm until they’re ready to buy. A sales landing page cuts out the middleman and converts web visitors directly into paying customers!
This means your sales generating landing page has to be perfectly optimised to get the right results. Everything from the keywords you use to the images you upload must be designed to persuade customers to open their wallets.
Looking for sales landing page examples?
Here’s a good one. Hello Fresh has created this landing page to encourage customers to set up a subscription straight away. The content is short and snappy, the imagery is bright and enticing, and best of all, it’s offering free dessert for life! Yummy!
So, how can you create the best sales landing pages around? Follow our hints and tips, and you’ll be one step closer to winning those all-important sales!
1. Understand your target audience
Is this something we say in every blog article we publish? Probably. But knowing your target audience makes creating content that leads to sales much easier.
It’s important to bear in mind that the target audience for your sales landing page will be more specific than your general target audience.
For example, while the target audience for your business might be millennial women, your sales landing page may target millennial women between the ages of 35 and 40 who have kids and live in the North East. The more precise you can be, the better.
Think about how your product or service can solve your target audience’s issues and make their lives easier. Your target audience will be at the bottom of the sales funnel, meaning they’re ready to buy – so make them an offer they can’t refuse!
Knowing your target audience will also help you understand how to promote your sales landing page. For example, if your target customers are fans of Facebook, Facebook advertising could be the way to go.
2. Consider your sales landing page structure
Your sales landing page structure will be very different to the structure of your other web pages.
For example, take your homepage. While your homepage will be all things to everyone and offer a wide range of different call-to-actions, your sales landing page will be highly precise and targeted.
When building your sales landing page, consider the following features:
- A compelling headline to draw prospective customers in
- Basic navigation and minimal links to keep prospective customers on your page
- High-quality images and videos to showcase your business and engage your prospective customers
- A powerful call-to-action to encourage sales
- A straightforward and easy-to-use checkout. You don’t want to convince customers to agree to buy only for your checkout process to let them down!
Think of your landing page like a journey. You want to gently guide your web visitors from the starting heading, all the way through to the final push to a sale.
Conversion rate optimisation can help ensure your landing page always delivers the right results. We’ll talk about this in more detail at the end of the article.
3. Write strong and engaging copy
When your sales team pitches to prospective customers, they’ll use persuasive language to get their attention and showcase the value of your product or service.
The same logic applies to your sales landing page. You want to sell the benefits, promote your unique selling point, and tell your prospective customers why they should choose you over the competition.
How long should a sales landing page be? It depends. The Hello Fresh Example we showed you before was very concise, but some sales funnel landing pages can be thousands of words long! The optimal length will depend on what you’re selling and who you’re selling it to.
Here are some of our top tips for writing copy that gets results:
- Keep your copy easy to understand and jargon-free (unless you’re targeting a very niche audience)
- Tell a story – this can elicit an emotional response from your prospective customers
- Stick to active rather than passive voice – this makes your content more engaging
- Use headings, bullet points, and paragraphs to break up your copy, making it easier to read
- Don’t forget SEO on your sales landing page! Search engine optimisation can increase the chances of ranking highly in search engines like Google
It’s essential to monitor your landing page to see how your customers respond to your copy. Heat mapping tools can be a fantastic way of seeing how far prospective customers get down your page and what wording is grabbing their attention.
4. Stick to one clear call-to-action
A landing page should have just one clear, well-defined call-to-action. In the case of a sales landing page, the call-to-action will typically encourage the prospective customer to buy your product or service.
While it might be tempting to hedge your bets and have multiple calls-to-action promoting different products or services, this can be counterproductive.
Offering customers too much choice can lead to confusion and indecision. In 2000, psychologists conducted an experiment inviting people to test different jam flavours at a store. They found that the fewer flavours on offer, the more likely shoppers were to buy.
Keep to one solid call-to-action, and make sure it stands out from the rest of the elements on your landing page.
5. Use trust signals
Trust is essential when buying a product or service from someone, whether online or face-to-face.
When you’re building a sales landing page, one of the easiest and most effective ways to provide credibility and reassurance is through the use of trust signals.
A trust signal is a piece of information that shows you’re a reliable and trustworthy choice. This can be anything from a review or testimonial from a satisfied customer to awards that your business has won.
A staggering 98% of customers say a trust signal will increase the chances of them making a purchase.
Try different combinations of trust signals on your sales landing page to see which prospective customers respond best to.
6. Create a sense of urgency
We’ve all heard of FOMO, the fear of missing out!
Creating a sense of urgency on your sales landing page can make prospective customers feel they’re missing out. This means they’re more likely to purchase your product or service there and then.
Nearly 70% of millennials admit to experiencing FOMO on a regular basis!
So, how can you add a sense of urgency to your sales landing page? Here are some of our top tips:
- Add a timer to your page so customers can see how many days, hours, and minutes they have to buy
- Use language like ‘limited offer’, ‘act fast’, or ‘buy now’ to show a sense of urgency
- Show how many customers have already bought your product or service
- Highlight the exclusive nature of what you’re selling
(Of course, while FOMO is important, being credible and honest is even more important. Make sure you’re still being genuine and transparent with your prospective customers.)
7. Test and optimise your sales landing page for the right results
Your landing page is live, and the sales are coming in. Time to relax with a well-deserved cup of tea and a biscuit, right?
Only for a few minutes! It’s important to constantly monitor, test, and optimise your landing page to ensure you get as many sales as possible.
This is where conversion rate optimisation comes in. This is the science of making small, continuous adjustments to your sales landing pages to get the highest conversion rates possible.
For example, imagine you want to see if your landing page’s call-to-action button is optimised to get the most clicks. You can test the wording, colour, and even the shape of your button to see which one customers like the most.
And once you know, you can roll out the results to the rest of your website.
Sales landing pages? Sorted
Creating a sales landing page is easier than you might think. The key is to plan before you click the publish button. Think about the product or service you want to sell and how it will benefit your target audience – it’s all about the customer!
And remember, you can have as many sales landing pages as you want on your website. According to HubSpot, businesses with over ten landing pages get 55% more conversions than businesses with less than ten landing pages!
Not got the time or resources to create a killer sales landing page? Our team of landing page experts can design, build, and manage your landing pages on your behalf. Just sit back, relax, and wait for the sales to roll in!
Interested? Get in touch today for your free consultation. Completely no obligation; you’ve got nothing to lose!