Sales pages – for the most part – need some kind of imagery or graphics in order to convert at their best.
But as we discussed yesterday, images aren’t necessary for conversion.
Other than a picture of the product, and perhaps a picture of the seller, they are not a requirement when it comes to getting readers to say “yes” to a purchase.
They are a requirement for getting higher conversion, but they don’t make-or-break the core ability of your well-written copy to sell your product.
The more you internalize that, the more money you’ll make.
Let’s talk about why.
Sales pages are like the packaging that a physical product comes in – they contain words, pictures and design that helps a potential customer evaluate whether or not they want to purchase what’s inside the box.
There’s no doubt that a more appealing package makes an impact on buyer behavior.
A better, more professional looking package can go a long way towards boosting conversion and bringing sales up.
But packaging has a weird kind of culture around it.
Because so many products come in such beautiful (or impressive) packages, it can be easy to assume that people will only buy if the packaging looks exceptional.
This gets reinforced by things like “unboxing” videos, where people literally film the process of opening the package because the design is so noteworthy.
That leads to sellers – like you or I – having anxiety about the quality of our “packaging” and feeling like we have to look exceptional or no one will take our product seriously.
So what do we do about that?
Introducing yourself – whether on a sales page, an about page, or the bio at the bottom of a blog post – is one of the more challenging aspects of copywriting for people.
It’s not actually hard to do. It’s hard to get yourself to do.
It brings up a lot of personal stuff and internal self-consciousness that makes the average person want to go check on the laundry.
Do they want to check on the laundry? Hell, no. But it’s better than having to… I don’t know… brag about yourself? Make yourself the center of attention?
Being uncomfortable writing about yourself is not mandatory.
I’ve written a lot of copy for people who are too uncomfortable to toot their own horn. I get it, I truly do. Our society has a lot of mixed messages on self-promotion.
But if you’re selling something – whether it’s a product or your expertise – you’re going to need to get comfortable with it.
Once you’re comfortable, the sky’s the limit. You can talk about yourself and all the cool things you have accomplished, learned and experienced in a way that connects with the value you bring to the world.
Now, that’s a beautiful sentiment, but how do you get truly comfortable with writing about yourself? To the point where you can do it well, and without being self-conscious?
You have to do two things: Normalize and templatize.
Gathering testimonials for your sales pages can be a bit of work, but when you can finally get them up and visible, you boost the conversion power of your sales page.
That is, if people actually see them. And read them. And pay close attention to the details within.
Sadly, that’s not always the case. Since testimonials are different than the main copy that readers are there for, it’s easy for them to tune them out and skim past them.
Let’s put a stop to that, shall we? There are so many ways to make your testimonials stand out and pop so that readers will take notice, and the conversion rate of your sales page goes way up.
There’s so much you can do with the testimonials you already have. Let’s take a look at some tactics that can give your testimonials the attention they deserve, and get more of your products sold.
Sales pages can be a lot of work to put together – the copy, the images, the formatting and of course, any required blood, sweat and tears.
After all that work, it can be a real disappointment if your page doesn’t convert well – even if you send a lot of traffic to it, maybe not that many people are buying.
But hope is not lost!
Sometimes the reason your sales page conversion is low is because of a simple, fixable problem – one that you can fix in just a few minutes.
Take a look at the sales page conversion fixes below and see if any of them apply to your sales pages. If they do, you might be able to get more people buying this very week.
Let’s take a look.