How to turn a sales page into a money printing machine? Start with “Setting Goals” and “Calls to Action”
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♛ This article was originally published on the “Marketer” website. Thank you for your permission to reprint.
▌Text/Vista Cheng, founder of the website “Content Hacker”.
Speaking of Sales Page (Landing Page, also known as landing page, arrival page, etc.), everyone should be familiar with it, right? We often see various beautifully designed web pages on social networks. Whether these web pages are built using common website building tools or based on blog platforms such as WordPress, they are often tasked with driving product sales or prompting netizens to take specific actions.
Key tasks of sales page
In other words, when netizens enter your website, the first page they see is the sales page. The purpose of designing this page is also obvious, that is, we hope to grab the attention of netizens, and then attract them to stop and watch, and take actions such as purchasing, subscribing, downloading or donating.
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data-ad-client=“ca-pub-7348191874303466”
data-ad-slot=“1572728513”>
Simply put, the sole mission of a sales page is to convert. As for the conversion indicators, there is actually no standard answer. It all depends on your own needs.
As you think about how to use sales pages to meet your needs, remember that every sales page needs to have a clear goal and a unique call to action (https://www.contenthacker.today/2018/01/how-to-create-the-perfect-call-to-action.html).
(When we design each sales page, we need to set clear goals and a unique call to action. Picture / unsplash)
Set clear goals
For example, common sales page conversion goals (https://www.contenthacker.today/2019/05/your-first-step-of-content-marketing.html) are mostly selling goods and services to potential and existing customers, or trying to collect an effective list through email addresses. I would like to point out here that many people may mistakenly think that in this social era, email is outdated, but this is not the case!
I believe that compared to traditional marketing methods, email marketing is a proactive marketing method that can complement each other as long as it is paired with an effective list for promotion.
unique call to action
As for the call to action embedded on the sales page, it is actually quite critical. The so-called Call to Action (Call to Action) is intended to inspire the target audience to actually take action after reading the copywriting and videos on the sales page - for example, hoping that consumers will buy goods, make donations, participate in activities, etc.
To create a concise and powerful call to action, you can start by asking yourself these questions: What do you want your target audience to do? How do you ensure your target audience knows what they should do? And why should the target audience be instructed to do these things? What benefits can they get?
In other words, if you want to get the desired conversion results from your sales page, your call to action must be well designed. If you just use general promotional techniques or clichés to promote your products, the effect may not be as expected!
Actual case of sales page
Next, I will give you a practical case to share with you: Starting from January this year, I launched a new service called “[Vista Writing Companion Plan] (https://content.tw/vista/)”. As the name suggests, this writing companionship program is specially designed for friends who are interested in improving their writing skills or have difficulties or needs in writing.
This writing companionship program has entered its second phase in the blink of an eye. Students come from all over the world, and everyone’s learning needs are also very diverse. For example, some people want to publish a book, some want to participate in an essay contest, some want to build a personal brand, and some even want to design a powerful sales page for their own products…
In order to promote the “Vista Writing Companion Program” that I host, in addition to promoting it on my Facebook fan page or my own blog, of course I also inevitably designed a [sales page] (https://content.tw/vista/).
If you open this sales page specially designed for the second phase of the “Vista Writing Companion Program”, the first thing you will see is the word-of-mouth testimonials of the first phase partners. Then scroll down the page and you will see related course information such as: program features, program introduction, instructor introduction, price and discounts, etc.
Well, why should I put word-of-mouth testimonials in the most important prime position instead of course information or price information? This is naturally to increase the conversion rate, that is, I hope to sell my consulting services to potential customers through the power of word-of-mouth. Rather than bragging, it would be better for everyone to see the personal testimonies of the first batch of students to increase their trust in the “Vista Writing Companion Program”.
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data-ad-layout=“in-article”
data-ad-format=”fluid”
data-ad-client=“ca-pub-7348191874303466”
data-ad-slot=“1572728513”>
Seeing this, I think you must also want to create a sales page that is both eye-catching and can bring conversions!
(Vista designed a sales page for the “Writing Companion Project”. Picture/Vista Writing Companion Project)
Pictures and texts are eye-catching
So, how do we go about designing? In addition to taking the lead in setting clear goals and unique calls to action, it is recommended that everyone first have a correct understanding of the sales page.
First of all, you need to design a convenient path and excellent experience so that netizens can enter the sales page through social links, searches, or online ads. Then, according to the previously formulated content strategy, you can accomplish the things you want netizens to take actions one by one, such as purchasing goods, subscription service, registering as a member, or requesting information, etc. When netizens take these actions, the conversion is successfully achieved.
As for the design of the sales page, as the saying goes, “a picture is worth a thousand words”, clear images and audio and video information can be said to be essential materials. In addition to writing persuasive copy, it is also very important to provide clear product display pictures; of course, clear and easily identifiable purchase buttons are also indispensable, coupled with exciting copy and preferential prices, in order to achieve the effect of “persuasion”.
Overall, sales pages are really effective and widely used by the corporate world. It is not that mysterious. As long as we fully grasp product information and consumer psychology, and then formulate a reasonable content strategy, it will naturally help us effectively convert the target audience into actual customers.
There is no doubt that the sales page is a marketing tool that can smoothly convert traffic into orders. Are you eager to try it? Come design with me now!
★The third issue of “Vista Writing Companion Program” is open for registration! Get the early bird price now!
★ Do you want your copywriting to be liked by more people? Come and watch “[Slow Reading and Understanding in Seconds] (https://www.books.com.tw/exep/assp.php/vista/products/0010973827?utm_source=vista&utm_medium=ap-books&utm_content=recommend&utm_campaign=ap-202605)”.
★ To improve your content power, please don’t miss the online course “[Content Power: The Super Power of Building Brands] (https://hahow.in/cr/content-power)”
★ Photo Credit: Pascal Meier
Further reading
- “Vista’s Little Voice”: How to design effective calls to action
- Experience from participating in the 4th Content Hacking Lecture (CHL4)─Uncovering the mystery of sales pages and calls to action
