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.
1. Whitespace, whitespace, whitespace.
Too many sales pages are crowded up so tight with text and images that there’s no whitespace to be seen, and they end up looking like a book with quarter-inch margins. They’re more like academic papers or old reference books than sales material.
Your readers need more whitespace on the page than you think. Good margins, and decent spacing between paragraphs give the reader a more comfortable experience, and that means they’re that much more likely to get to the bottom of the sales page, where that wonderful “Buy Now” button of yours lives.
Whitespace lives in margins, in space between sections and paragraphs, and in the speech between text and images. All these tiny bits of nothing are actually crucial to a good visitor experience.
Does your current whitespace work for you? Try reading through your own sales page – top to bottom – and then go look at a few other people’s sales pages and how they use whitespace. If their pages are easier on the eyes than yours, you’ll be able to see exactly what you need to change.
2. Price justification.
It’s very common to see discussion of the price on a sales page – and it’s not just for $2,000 info products – you’ll see it on a page selling a $10 ebook, too. But discussing the price – and why it’s “worth it”, in particular – is actually an awkward experience for the reader.
This comes from pricing insecurity – the fear that people won’t want to pay that price, or they won’t want to pay that price to YOU, or that you have to do a lot of justification for choosing that particular price point. This also comes from hearing other people – including ourselves – verbally balking about how much something costs.
Consumers can discuss price as much as they want, but you shouldn’t. Feel free to draw attention to how much value is in your product, but that’s really more about the product than the price. But do not engage in any discussion about why the product is worth the price. They don’t do it in bookstores, they don’t do in commercials, and they don’t do it in the mall. The price is the price, and the consumer can decide whether it’s worth it to them.
In particular, if you have an FAQ section on your sales page, don’t put questions like “That’s expensive! How do I know it’s worth it?” If you have anything like that, take it down now. Focus on the questions people may have about the product, not the price.
3. No visual variety (aka “break it up”)
Whether your sales page is a long form or short form, you don’t want it to be an endless stream of text. Readers need visual variety to give their eyes a break or switch to different processing modes. It’s a lot like video – they change the camera angles frequently for a reason.
You can break up your page in a number of ways. Colorful graphic elements like decorative lines or dividers can help break up sections.
Photos or screenshots every so often help as well. Bolding, frequent section subheads and changing the font for small sections of the page (like testimonials) can add that visual variety that readers need.
Also, changing paragraph length helps. Like in this very section. :)
Technically, this applies to other elements, too. Too many images in a row, or too many testimonials in a cluster, and it gets boring for the reader, and then they’re scrolling to the end instead of reading the important bits.
4. Text readability.
There are 3 things to look out for here:
First, the fonts themselves. Are they readable for long sections? A good combo would be to use a sans serif font for headers, and a serif font for body text.
(If you don’t know the difference, Arial is a sans serif font, Times New Roman is a serif font. The serifs are the little decorative elements on the page.)
Second, check the column width. If you have too many words on a line, ti becomes much harder to read without the eyes getting tired.
This is why newspapers and magazines have such narrow column widths. Books have wider widths. (Take a look at a few books on your bookshelf today and notice how some are easier to read than others.)
If you have more than 15 words or so on a line, that’s probably too many. Adjust font size and / or column width to make it easier for your reader’s eyes.
Third, linespacing. If there’s not much space between the lines inside a paragraph, then it’s harder to read, period. If your current layout has too little linespacing, you can adjust it in your web theme (or get a VA to fix it for you).
5. Low-quality graphics or photos.
Whether it’s a picture of your product itself, or other images like photos, graphics or screenshots, quality matters. A lot. It’s like the packaging on a box – if it looks like they skimped on the visuals, it doesn’t give you much confidence in your product.
Invest in good images, and your conversion rate will go up. Images that look cheap, or too “homemade” will just degrade confidence in your page.
(On that note: “homemade” doesn’t mean you can’t make these images yourself. Using Canva or similar can yield amazing results.)
If you’re graphically challenged, head to Fivrr, or get a VA from Time Etc. (that’s who we use – affiliate link) who can help. You’d be surprised how little it costs.
This one’s just like price justification, except instead of being about price, it’s about everything. Some people just come off defensive on their sales pages, and it’s a real turn-off for customers.
Defensiveness comes from inherently assuming that there’s something you need to defend, and it often comes out in the product’s topic itself. Someone selling a nutrition book will go on for ages about how important nutrition is, or how you really have to take care of your health, or how it’s critical to get serious about your diet.
There’s an easy fix for this one.
Imagine you had a reader who was SERIOUSLY on the train for whatever it is your product is about. If it was that nutrition book, this would mean imagining someone who was internally on board, motivated and interested, and they don’t need an ounce of convincing.
If anything on your page would sound weird to them in conversation, that’s defensiveness. It would be like this post saying “C’mon people, it’s reeeealy important to have sales pages for your products – that’s how people buy!”
You’d be like, “Um… I know that. That’s why I’m reading this in the first place. You’re preaching to the choir here.”
Imagine your sales page is being read by the choir. No preaching necessary.
7. No template (aka “reinventing the wheel”)
Saving the best for last, now we’re going to look at what happens when you don’t use some form of sales page template. (This doesn’t apply if you’re a seasoned sales page creator, because you understand the structure of a sales page by now.)
Sales pages can take many forms, but they all do share an underlying framework and structure. Kind of like you can watch an action movie, a rom-com or a thriller and they’re all completely different, but they all follow a cohesive story structure underneath.
Same with books. They all respect a structure and pattern (often called the “beats” of a story) that makes the whole thing work well in terms of pacing and sequence.
If you’ve created a sales page from scratch, just winging it as you go, you’ve probably got some structure issues there that are hurting the flow and narrative of your page.
You can fix that in one of two ways:
- Look at someone else’s sales page and replicate the structure, or
- Work from a template.
(You can find an easy-to-use sales page template in the Karma Store in The Ultimate Digital Marketing Template Pack, now available at pay-what-you-want pricing.)
There’s always an easy way to improve your existing sales page.
Sales pages aren’t rocket science – but they do have a fair bit of science behind them – and that’s not even taking the psychology of copywriting into account.
If your sales page isn’t converting as well as you’d like it to, then take each of these fixes to your page and see which one apply to you.
Sometimes all it takes is a few minor tweaks to create a substantial increase in how many people buy your product.