Maximise your conversion rate – 6 features to incorporate on a sales page
The purpose of most business websites is to sell – whether that be a product/service directly via an ecommerce website or an idea/concept. The primary aim is to get people to buy or make contact with you, thus presenting a further sales opportunity. Driving people to your website via high search engine rankings or a successful marketing campaign is only half of the story. The success of your SEO and marketing campaigns will be measured by your conversion rate i.e. how many visitors to your website became paying customers.
Here are 6-features often found in successful sales pages that can help maximise conversion rates:
1. Clear call to action
A clear specific call to action is a vital component of any webpage designed to sell or encourage a user to get in touch. By being clear you are highlighting the need to take action. The user needs to know that the call to action is a specific object on a page – they should not have to guess what to do. By being specific you are communicating the exact action you wish the user to undertake. As with all communication, be succinct in order to reduce the risk of ambiguity. For example, phrases such as buy now or, get in touch or, join our mailing list tell the user exactly what you want them to do.
2. Single primary action
Calls to action are important but they must also be focused. The most successful sales pages keep it simple by only offering the user with one choice of behaviour – hopefully buy now. These are referred to as primary actions. If you design your page with multiple actions and choices of behaviour you dilute their effect and miss the opportunity of eliciting the most desired response. By focusing a page exclusively on a primary action will maximise its effectiveness. Any information that does not support this action can be regarded as superfluous and should be removed.
If it is deemed vital that a secondary action is included, then it must be designed in a passive style when compared to the primary action. In this way, the user is not distracted or confused and is still encouraged to engage with the primary action.
3. Contrasted elements
In a previous article we discussed the use of colour in web design. Using a high colour contrast for your calls to action will ensure that they stand out from the page. The primary action needs to be the most visually apparent, but varying degrees of contrasting colour can be used to add weight to secondary or supporting information. Ensure your web designer considers the use of contrast colour and a complimentary colour scheme when designing call to action buttons, or graphics for your website. The amount of attention you want for an action needs to taken into account when choosing the amount and type of colour used in order to maximise its effect.
4. Removal of distractions or superfluous information
In point 2, I mentioned the removal of any information that does not directly support the actions you wish to undertake. A term often used is the “sales funnel.” As a user progresses through the sales process, they are focused or funnelled to taking the final step towards confirming the sale. During this journey, any information that can be regarded as superfluous should be removed. This can even include the navigation bar. Most of us have shopped online using Amazon – next time you make such a purchase, notice how once you have clicked to proceed to checkout that all navigation vanishes. Only features that directly support your call to action should remain.
5. Provide evidence
We all like positive recommendations when making a purchase. However, when we’re online we’re often shopping without access to people who have made similar purchases. This can be provided when designing a website. Simply include customer testimonials, or if you’re confident in your product, invite people to comment on, or rate their experience. Information on the type of purchaser can be included – if we know that people like us have purchased the same product and liked it, then we are more likely to make a similar purchase. Direct positive feedback is not only a great way of encouraging potential customers at the point of sale, but also a great way of building brand credibility and reputation.
6. Include relevant, compelling content
We have written at length about the benefits of relevant, compelling content in previous articles. If your content is focused to the type of product or service you offer, does not contain extraneous irrelevant padding, is well written with the intention that it should communicate effectively to humans and not search bots, then not only will your customers love it, so will Google. In conjunction with the points above with regards to clarity and removal of any distractions in order to maximise a websites effectiveness, Google will reward websites that contain relevant well written content and punish those that do not.
From a basic sales perspective clarity of expression and the absence of ambiguity will only serve to enhance your credibility with potential customers. In other words, by appearing to know what you are talking about inspires confidence in others. A potential customer who is confident that you are an expert will more likely buy something from you.
When used in combination on your website, these features will not only ensure your potential customers are under no illusion about what actions you wish them to undertake, they will be confident that you can deliver quality goods and services, as well as a positive user experience. So, maximise your conversion rate incorporate these 6-features on your sales pages.