How to Improve Your Sales Page Conversions in 6 Simple Steps
Most people who run a website want to increase the number of visitors to their site. What many fail to do is work on improving their on-site conversion rate. This is a mistake. The best way to boost your profits is to try to get more sales from existing customers. Only after you’ve done that should you focus on getting more customers to your site.
In this guide to conversion rate optimization, I’ll show you five things you can do to improve your sales pages. By implementing these suggestions, you’ll see an increase in your conversion rate in the next 90 days.
1. Create a Customer Persona
The starting point for any marketing campaign is the creation of a customer persona. If you haven’t got one already, make one. The customer persona is a thought exercise. What you want to create is a representation of your ideal customer.
The customer persona covers things like:
- Professional position
- Interests related to your product
- Pain points (why do they need your product/ service)
You need to focus on getting those pain points.
Source: Startup Bros
Your ability to incorporate customer pain points into your sales copy, and share them in a way that resonates with the reader, will be crucial to improving your conversion rate. Equally, you need to understand your customer goals.
You can make a customer persona without talking to anyone. However, it’s good practice to conduct customer interviews. The insights you gain from interviews, particularly the way customers talk, will make your sales copy more powerful.
2. Optimize Your Page Layout & Design
When you are clear on the customer pain points and their goals, it’s time to review your sales copy. Start by checking your existing conversion rate. This will be your benchmark for the upcoming changes.
Next up, review your copy. Make sure you have included the main pain points in the copy used on your sales page. It should also have a logical flow. If you’re confused about what that means, then it’s worth spending time researching sales page designs. There are some standard formulas that you can imitate that work well. This article on long-form sales page copy covers some of the basics.
Some formulas that you might want to research:
- AIDCA formula
- The 4 P’s
- The Star Story Solution
Here’s a nice resource that covers each of these copywriting strategies individually.
If you are getting enough visitors to your page, run A/B tests to see which design has the highest conversion rate. You should also use a grammar checker to review the content. You can secure a discount to one of the most popular tools, Grammarly, with this hack.
3. Improve Page Load Speed
Did you know that a delay of one second in page load speed can reduce your conversion rate by close to 7%? It’s a big number that highlights just how important a fast loading page is for sales.
Just to emphasize this point, a study conducted by Akamai found that 40% of consumers leave a website if it fails to load properly within three seconds. For mobile users, the number is much higher — 53% of page visitors abandon the page if a site doesn’t load within the same amount of time.
Google’s PageSpeed Insights tool will give you valuable information about your site. You can check your page load time and review the page elements that influence its speed. You can use these insights to optimize your page load speed.
4. Optimize the Website Structure
A good website design should enable your customers to find the content they are interested in on your site quickly. Many websites fail to do this, which results in a poor customer experience.
Most modern websites follow what is called a “theme pyramid”, where the home page forms the top, the categories that are linked to the home page form the second layer, and the other individual pages in these categories comprise the last row. For an ecommerce store, those category pages often align with the products or services.
Essentially, by optimizing the user flow, you can help push visitors to your sales pages. This should result in more sales. How do you optimize your website structure, so it’s easier to search and use, you ask?
Here are three things to focus on:
- Be clear on your objective: list the core pages on your site. Decide how these pages should be categorized and accessed from the menu. You should try to make all content on your site a maximum of three clicks away from the homepage
- Use categories to group related pages: Group topics logically together in categories. Interlink between pages, specifically pointing internal links to your sales pages
- Use breadcrumb menus on all your pages. Breadcrumb menus make it easier for people to navigate your site. They can instantly see where they are relative to the other content on the site
You can use Google Analytics to review visitor user flow. This will help you understand what people are currently doing on your site. This data can help you identify dead ends and other problems that you need to address, alongside improvements you can make.
5. Make Sure Your Site is Mobile Responsive
Around 50% of web traffic for the first quarter of 2017 were people browsing the web on mobile devices. That number increased to 56% in 2019.
Back when smartphone technology was still relatively young, it was easy to design website layouts for different screen widths, a process called adaptive web design. However, with so many smartphones and tablets entering the market every year, it has become virtually impossible to create individual layouts for each device.
Here are some reasons going responsive will lead to higher conversion rates.
- Better loading speed: Adaptive websites have to load all possible layouts. Responsive websites, on the other hand, load one layout that resizes.
- More layout fluidity: With an adaptive website, the design looks great across all devices. This means the menu should work properly, the font is the right size, and the images are correctly resized.
- Higher search rankings: Google favors websites with mobile-friendly designs and penalizes websites that are not optimized for mobile devices. If you want your page to rank higher, it’s better to switch to a responsive design.
This is why getting a responsive website is essential. Despite the effort needed to code and design responsive websites, the return on investment is significant, especially if you’re talking about conversions.
6. Get Your Visitors onto an Email List
It’s a well-known fact that most people who visit your site will never return. Email marketing is one of the best ways to get a few of those people onto a list so you can sell to them another time. A well-timed opt-in form, with a relevant content upgrade, will help get people on your email list.
Growing your email list doesn’t need to cost an arm and a leg. With the right email finder tools, you can build a solid list for yourself.
Getting people onto your email list won’t directly increase the conversion rate. However, an email list will help you educate and incentivize people to make a purchase. This will help you maximize sales.
Increasing your website’s conversion rate won’t happen overnight. It takes a well-planned mixture of good content, website performance optimization, user flow design, and email marketing to get the results you want. But trust us, these are all investments that will pay for themselves in the long run.