Now that you’ve come up with your e-Course idea and written your fabulous sales page it’s time to start planning the design.
A successful e-Course sales page is one that converts – the truth is you can have the most beautiful sales page in the world but if it doesn’t convert then you’re going to be disappointed.
So what is a high converting sales page? For e-Courses we generally expect a sales page to convert anywhere between 1-3% of the total number of visitors but this can be dependent on many factors. From your very first launch you should be collecting the data to measure your traffic and conversions so that you can determine your own benchmark over time.
Even if your e-Course is brand new there are a number of things you can do to ensure that you are designing a high converting sales page.
Have a Clear Headline
People are busy and they skim read quickly – you need an enticing headline to pique their interest so that they keep reading. Effective headlines are either solution-based, benefits-based or statement-based.
Here are some headline examples:
Solution-based: Email Marketing for Professional Bloggers (ConvertKit)
Benefits-based: Quick, easy and affordable ways to dish up tasty healthy meals… no matter how busy you are. (Small Steps to Wholefoods)
Statement-based: Save Time Managing Your Social Media (Buffer)
Distinctive Purchase Buttons
It might seem obvious but so many e-Course creators create beautiful sales pages with discreet ‘buy now’ buttons that don’t convert to sales. Research has shown that larger buttons convert better and the ‘Belcher button’ is often used for sales pages because of its proven success. Perry Belcher (the creator of this button) tested every design element of this button in over 10,000 transactions and was able to increase conversion rates by 35% to 320%.
Here is an example of the Belcher button:
Since I’m into much more beautiful branding I prefer to use a branded variation of the ‘Buy Now’ button.
Choose Fonts Wisely
The fonts that you select for your sales page are extremely important, they need to be easy to read and script fonts should be kept to a minimum. You also need to ensure that your font sizes aren’t too small.
Break Up the Page
When writing your sales page copy you need to break it into chunks but when it comes to the design of the sales page you also need to break it up visually. Use patterns and textures, images or different colors to break up the sections on the sales page to capture the attention of the reader.
Infuse Yourself Into The Page
Trust is one of the crucial factors when we make purchasing decisions so you need to build rapport with the reader. This is done not only through the copy but visually as well. Are there plenty of images of you featured throughout the page that are on brand? Have you included a sales page video where you are on screen? These are ways that you can build trust and they are necessary elements of a high converting sales page.
Keep It Clutter Free
A high converting sales page doesn’t have headers, menus or sidebars. You also want to remove any pop-ups because there is nothing worse that reading a sales page to be shouted at by a pop-up. Make sure you don’t have any links within your sales page copy including the testimonial section.
Include testimonials on your sales page from past clients and include photos wherever possible. If your product is brand new ask for beta testers or provide access to friends so that they can provide an honest testimonial for you. As your e-Course grows you should be asking for testimonials and feedback at the end of each round so that you can build this section on your website.
People love a deadline and your e-Course sales page should have some form of authentic scarcity to help boost conversions. When the cart opens this could be a limited number bonus – eg ‘The First Three People to Join Receive Bonus #1’ and if you have early bird pricing this should always be communicated on the sales page. A timer is also highly effective for time sensitive deadlines. If the cart will be closing on a particularly date make sure that is obvious too.
This one is so important! If your sales page isn’t responsive then you can say goodbye to over 50% of your visitors, it’s important to test your sales page to ensure that all elements are mobile responsive, especially your purchase buttons and order forms.
Include a Video
Sales pages that include video are typically known to convert better. Not all visitors will watch this video but many people find it reassuring to see a quality video on a sales page. The sales page video usually goes at the very top of the page… it isn’t there to replace the copy but it’s a fabulous way to build rapport with the reader and make them want to read more.
Here are some examples of great sales page videos:
To help you design your own sales page that converts make sure you download the FREE ‘Sales Page Checklist’ here.
If you want to get my complete process to creating profitable e-Course check out the e-Course Launch Formula.