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5 Sales Page Mistakes That Cost You Money

 

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Sales Page Mistakes

If sales page could talk, this would be their favorite word – Ka Ching!!

Because sales pages truly are the money makers of your business. The one thing bridging the gap between your services and your customer’s needs. They help you have sold out launches, booked out offers, those 4, 5 or 6 figure months and so much more. Unless they don’t.

Yes, sales pages can fall completely flat, make no money whatsoever and lead to rock bottom months. In fact a badly written sales page can actually repel your customers and kill your sales. In my work with my clients I have seen a LOT of sales pages and written quite a few of my own. In my opinion there are these 5 cardinal sales page mistakes that can actually cost you money.

Sales Page Mistakes

5 Sales Page Mistakes That Cost You Money

Your headline is not compelling enough

You might already know that 8 out of 10 people read the headline before deciding if they want to read the rest of the content. If the headline is not compelling enough, they will click away. The headline therefore is definitely a make it or break it deal.

The Pareto’s 80:20 principle also applies on your sales page, 80 percent of your visitors will make their decision based on 20% of your copy. That 20% will more than likely include your headline.

The headline should be concise, curiosity generating and specific. It should convey what exact benefit will your readers get if they buy this service or product. There needs to be a clear problem that your product/service solves and that needs to be conveyed through the sales page.

Here are a few real life examples :

Sales page headline

Sales Page headline2

 

However there is a difference between trying to be clear and creative vs trying to be cute. Cute and clever headlines often end up confusing your audience and works against your sales process. So keep it simple, clear and compelling.

Not speaking your customer’s language

Not using the words your customers use while describing the problem that you are trying to solve, is the #1 way you can sabotage your sales. If you are not speaking their language then you are alienating them and doing them a disservice, because they will never know that you could have actually solved their problem.

Here’s the thing. You had a problem, you worked through it and you created a system that solves that problem. But by this time you are an expert and you describe the problem as an expert would. You have forgotten what the problem felt like when you were just a beginner and that’s where your customers are at. They don’t need expert definition of their pain points, they need to know if you understand their problem in their words.

The best fix for this problem is to actually get those words out of their mouths. Interview a sample size of your ideal audience and listen to how they describe this particular problem and use those words in your copy. Ask them to describe their fears, worries, dreams, desires etc. You will not only get the words you need to use but also the mental picture those words evoke, the emotional quotient behind those words and the vocabulary that makes your customers feel that you truly “get” them.

Features Vs Benefits

This is probably the most common mistake I see on sales pages. Focusing too much on features instead of the benefits.

The most important thing to understand here is that people don’t care about the product (seriously, they don’t!), all they are interested in is if your product would solve their top of the mind problem or not.

Theodore Levitt once said “People don’t buy 8 inch drill bits, they buy 8 inch holes”.

People don’t buy a mattress, they buy that 8 hours of refreshing and rejuvenating sleep.

People don’t buy apps, they buy a way to track time to bill their clients.

And as Apple knew, people don’t buy 1 GB of storage, they buy 1000 songs in their pocket.

Give people what they need and it will be a win-win for both you and your customer.

Features are still needed but not right at the beginning of the page and they certainly should not be the focus of your sales page. Once you have mentally convinced your buyer by explaining the benefits of your product/service, you can talk about the features too to reinforce the value.

Lack of social proof

Social proof on the sales page helps alleviate the biggest objection most people might have about your product/service which is “does it really work?”.

After which one would you rather believe? Me telling you that I am awesome or a horde of raving fans telling you that I am awesome?
Your product or service could be the best out there and you can totally say that on your sales page. But the probability of your audience believing that without social proof i.e. other people professing their love for you or your products, is pretty low.

Social proof works on a very basic human tendency, we want to stay safe and there is safety in numbers. Imagine, you are exploring new places to eat out, which restaurant are you more inclined to go? The one which has a big waiting crowd outside or the one which has just 1-2 people inside?

Here are 3 main ways you can use social proof in your business :

1) Customer testimonials

Short testimonials from your customers will work wonders for your conversions. But here’s a caveat, the testimonial should not be about how awesome you are or how amazing your product is. It should instead be about the exact transformation that you enabled for your customer, how did their life or business change and what specific result did they get.

Make sure that you add the name, image and website of your clients to add more authenticity to the testimonial. See it in action on Nikki Elledge Brown’s ACAC Prep School page.

Testimonials as social proof

2) Case studies

Your customers talking about their exact journey of using your product or service can take social proof to the next level. Case studies can be done in a written way or through video interviews. Denise Duffield-Thomas uses the case study approach on her Lucky Bitch bootcamp website really well.

case studies as social proof

 

3) Number of shares

Social sharing buttons displayed prominently on the website and showing a number of shares will also give you a great credibility. Add sharing buttons to each piece of content you create especially your landing pages. When someone registers for your opt-in or buys your product, on the thank you page you can ask them to share more information via these sharing buttons.

Sharing buttons as social proof

Bad buy now buttons

The ultimate goal of a sales page is to convert into sales and that is why the buy now button is one of the most important element on your sales page.

Your Buy button should…

  • Look clickable. Don’t try to use fancy graphics that confuses audiences. The buy now button should look clickable.
  • Have a clear and compelling call-to-action. Why should they clear that “buy now” right away?
  • Stand out on the page. Use a color for your button which is in contrast with the other colors used on the sales page.

Avoid these 5 sales page mistakes, review your existing sales pages to see if you are making any of these mistakes and fix them. Invest time and effort in fine tuning your sales page so that your next launch becomes a sold out launch.

In Content Lab, we have dedicated modules on helping you craft landing pages that convert and sales pages that sell. Through video lessons and worksheets you will able to craft your perfect sales page in a jiffy. Check out Content Lab here. 

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