Experience from participating in the 4th Content Hacking Lecture (CHL4)─Unveiling the mystery of sales pages and calls to action
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Ken, the author of this article, is currently a motivated student in the “Content Hacking” community and loves learning copywriting, marketing and other related knowledge. Thank you for authorizing “Content Hacker” to reprint. Thank you hereby.
February 7th was a wet and cold day. Despite this, I still attended a [“Content Hacker” lecture] (https://www.contenthacker.today/p/lecture.html) delivered by Mr. Vista and Mr. Shirokuma in the evening, with the theme of “Designing Sales Pages and Creating Calls to Action for Content.”
Before coming to this lecture, I thought I had some knowledge of Landing Pages, so I went to class with the mindset of learning new knowledge. But in just two and a half hours, I actually broke my previous understanding of sales pages; especially the “Call to Action (CTA) for content (https://www.contenthacker.today/2018/01/call-to-action-for-medium-clap.html)” in the second half, how much knowledge is there? It’s definitely not as simple as making a small button to ask readers to place an order!
Well, now let’s step into the realm of sales pages.
This lecture is divided into two parts:
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Sales page design and marketing.
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Create a Call to Action (CTA) for your content.
Teacher Vista introduced “Sales Page Design and Marketing” to everyone. He mentioned: “First of all, we must know what is the purpose of making a sales page? And what are the differences between the sales page and the official website?”
Teacher Vista told us that the purpose of creating a sales page is to prevent others from going directly to the official website before they know about your product. You can use the sales page to “explain” and “sell” a single focus. Through simple and clear explanations, let the other party get to know you (and the products you want to sell) first. Of course, it would be best if you can directly close the deal, or at least make the target audience feel good and be willing to visit the official website to learn more details.
Simply put, the main task of the sales page is to collect a list of effective customers and convert target readers into loyal customers.
Since V University has prepared too much informative content, I will try to briefly excerpt the very important key points.
Sales page operation logic: exposure → browsing → conversion
In the exposure stage, you can let everyone know about the existence of this sales page through fan page advertisements, social groups, Google searches, etc., through all channels that can be disseminated or by letting others find you.
After achieving the purpose of exposure, it is necessary to attract the target audience to browse. But how can we make readers watch it, and even make them excited? Let’s read on (this is the teaching focus of this lecture at V University)!
The final conversion stage, to be honest I didn’t understand it before, but it actually means closing the deal.
The operation logic of the sales page sounds very simple, but when actually making it, you must pay attention to the copywriting, pictures and CTA… It can be said that there are many details in it. Sometimes, you have to go through A/B Testing and let the market determine the acceptance before you find the best presentation solution.
Teacher Vista also reminded everyone of a basic concept, that is, the ultimate goal of the sales page is to achieve conversion. If you can’t convert immediately, at least make people feel good or have a good impression, be willing to leave an email, etc.
He also shared a copywriting thought point:
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Does it match the needs of the target audience (TA)?
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Do you know the common vocabulary of the target audience (TA)?
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Is it valuable enough to attract the target audience (TA)?
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Is it simple and clear, allowing the target audience (TA) to place an order without thinking?
After reading these four points, have you noticed a big point? Yes, the answer is the target audience (TA).
When making a sales page, our thinking direction should be based on the target audience, not the company, boss, or product sales. To put it more bluntly, what we should think about is - what real benefits can your product bring to consumers?
When we focus solely on the target audience, what do they care about? You can naturally write exciting copy.
The teacher also specifically mentioned in the lecture that humans are visual animals, so many people will be impacted and affected by pictures. Therefore, the presentation of pictures should be consistent with the theme, create an exciting situation and atmosphere, and echo the title and content.
By the way, the resolution of the image is also important. If the resolution is not enough, it will lead to a decline in quality and reduce people’s trust in this sales page!
The Vista teacher gave an example. The grassland wallpaper of Microsoft’s Window
Finally, Teacher Vista also shared several important concepts in creating sales pages:
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Pay attention to the principle of Above the fold, that is, focus on the first picture that comes into view. Regardless of whether you use copywriting, pictures or celebrity appeals, try to put the most eye-catching content on the top first screen. Only in this way can we capture the first impression and grab everyone’s attention, so that we can continue to understand further.
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48% of sales pages provide multiple offers, which can be limited time or limited, to encourage target readers to take action. That’s right. If there is no sales page with special offers, it seems that it can’t be called a sales page!
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In addition to the task of sales, the second most important mission of the sales page is to obtain information about the target audience. But don’t be too greedy. You don’t need to obtain all users’ net worth information at once. Because when the form fields are reduced from 11 to 4, the conversion rate will increase to 120%. In other words, it is enough to obtain the target audience’s email for the first time, and other information can be obtained through different activities in the future.
In order to enhance everyone’s understanding of sales page design, Teacher Vista also asked us to practice in groups. Working in groups of two or three, they used water-based pens to draw ideas directly on the poster paper, and designed the blueprint of the sales page through brainstorming.
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Teacher Vista also took his own online course as an example to share with you how he designed the sales page for the online course “[Content Power: The Super Power of Building a Brand] (https://hahow.in/cr/content-power)”.
On the first screen, only simple text is used to highlight “the super power of building a brand”, while the picture is a scene of a teacher playing on the computer, with brand-related books next to it. Through clear text and high-quality pictures, it can arouse readers’ desire to learn more. Of course, the more you know about products and services, the higher your conversion rate will be!
The second part that follows is “Creating a call to action for your content” by Mr. Bai Xiong.
Simply put, a call to action (CTA) is an instruction to the target audience, usually through instructions or process design, to induce the target audience to “spontaneously” perform a specific behavior. It is one of the most important parts of the sales page and the last step in the transaction process. The presentation method of call to action is not limited to sales pages, videos, live broadcasts and even radio broadcasts. As long as the target audience is induced to enter the next action, it can be collectively referred to as CTA.
Is it better to use CTA one category at a time to guide the target audience in only one direction, or is it better to think about the target audience and what they think and feel? You must also be very clear about your purpose. You can refer to the intersection of the internal perspective and the external perspective to understand how to guide and indicate the next actions.
Although on the sales page, CTA only places one category at a time, but it can be placed 3 to 5 in different positions. Sometimes, the title on the first screen directly hits the target audience, and they may click on the CTA directly; but it may also be that a certain paragraph of copy in the middle meets the needs of the target audience, and they may click on the CTA directly. Therefore, the CTA does not have to be placed at the bottom of the entire article, it can also be placed in the middle!
Mr. Bai Xiong gave an example. The home page of Google, which everyone is familiar with, is completely blank around it. Only input and keystrokes can be made. There are not a bunch of other links next to it. This method allows everyone to focus on the search behavior, which can actually be regarded as a manifestation of CTA.
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The text and picture design of the CTA must also conform to the tonality, and even the tone, size and position are equally important. Websites such as “Content Hacker” mainly provide high-quality content, and the two teachers did not forget to include calls to action in their articles when writing. Using text links to create a two-stage shopping guide seems natural and does not put too much pressure on readers. This also has the advantage of echoing the tone of the website.
Finally, the two teachers also asked everyone to help design a sales page with call-to-action capabilities under the title “[Content Power: The Super Power of Building Brands] (https://hahow.in/cr/content-power)”. Through practical exercises, it was really interesting to allow the participants to put what they learned in the lectures into immediate use.
The above is a summary of some key points and insights from this lecture.
Welcome to register:
★Content Hacking Lecture Series (CHL6): How to use presentations for content marketing
★ Source of this article: Thanks to the author of this article [Ken] (https://www.facebook.com/violet710901) for authorization
★ Photo Credit: Olenka Kotyk, the fourth Content Hacking Lecture (CHL4) on-site photography, lecture briefing content
Further reading
- How to create a powerful call to action?
- “Vista’s Little Voice”: How to design effective calls to action
- How to turn a sales page into a money printing machine? Start with Setting Goals and a Call to Action
