At Tondo Digital, we swear by using a sales page built with Thrive Landing Page creator when trying to create conversions for our clients. In some cases, the sales pages we build for our clients convert up to 30 times more than regular pages. There are a few reasons why this could be the case:
- No navigation bar, which reduces distraction
- Clear call-to-action
- Clean layouts
Most importantly, though, the formula that we have researched, tested and implemented for our clients all over Australia is to thank for the increase in effectiveness.
The formula follows a simple pattern that engages the reader in the right ways and prepares them, with all the information they require, to make a decision and act when we present them with an opportunity to do so! Amy Porterfield had a big hand in the development of this system.
So, let’s have a look at the formula and why each section is imperative for the success of the page.
It is said that people who are watching a TV commercial make their decision about their preference of the service/product being advertised in the first four seconds. Four seconds! We believe it is no different on a sales page.
The user will have landed on the page for a reason – whether it was via advertising, Google or otherwise, they have a problem that they are trying to solve. So, appeal to them right away and offer a solution in the first line.
“WE TAKE YOUR FINANCIAL WORRIES AWAY WITH QUALITY BOOKKEEPING” and “NEVER SPILL ANOTHER DROP OF TEA AGAIN” are both good examples.
This will engage the user and encourage them to continue down the page.
Summary of Product/Services
Now the user is engaged, so we need to introduce them to the product/services and consequential benefits. Keep it to a summary, around the length of a paragraph – the intention is to inform them and to give them a taste of what you do, not to bore them.
Further information about why the user should make a purchase or get in touch will come thick and fast a little bit further down the page. At least now, though, they know exactly what the services and benefits are – this way there is no confusion about what they are being sold.
Sales Page Video/Infographic
If I’m not on my game and my concentration levels are down, I can get stuck watching videos on Facebook for hours. The simple reason is people like watching videos. They are engaging and it takes very little effort to watch one. We always recommend our clients create a short sales video and plug it into this spot.
For the same reason as the video, we like to include an infographic. It could be a statistic, a research study, a process flow chart or anything else that is relevant to the company. Again, Infographics are easy to look at and are good tools for providing clarity or extra reasons for the user to act.
In the book named Influence by Robert Cialdini P.H.D, one of the principles of persuasion is identified as “Social Proof”. I’m sure you have heard this expression before. It is really quite a simple concept – if someone impartial to the subject matter endorses the subject, it must be true.
Testimonials are a fantastic tool for gaining credibility and are really a must in this formula.
Benefits & Features
I know what you’re thinking: Josh, it’s called “FEATURES and BENEFITS”, not “BENEFITS and FEATURES”. Well, in our formula it is in reverse order.
The reason is a psychological one. The benefits of the product or service are what the user should be getting excited about – we have found that by providing them first followed by HOW they are delivered (the features), the user is more receptive.
It’s a really simple change that results in a big change in conversion. This section is our industry secret weapon!
Now the user is fully engaged, understands what they’re being sold, knows what their life will be like after they purchase and is ready to act – so let them!
A call-to-action can come in many forms, depending on the goals of the business. This could be a good opportunity for you to ask for a small deposit purchase for a larger appointment – another principle of persuasion from the book noted earlier is all about how people who make small commitments are more likely to eventually make larger ones – or to simply get them to fill in a contact form.
Guarantees/Frequently Asked Questions (FAQ)
Some people might still need some pushing. If you offer a guarantee, include it here, and include a FAQ section to answer any questions you know buyers may have. And, that’s it! Just watch your conversion rate skyrocket!
If you would like help setting up a sales page of your own or have any further queries, CLICK HERE.