How To Create A High-Converting Sales Page To Sell Your Digital Product
It's crucial to have powerful marketing tools at your disposal to promote and sell your digital products. Sales pages are your secret weapon in this realm.
In this beginner’s guide, we'll explore what a sales page is, how to use it to boost your digital product sales, the essential sections you need for conversion, and the best tools to create a compelling sales page.
Sales Page vs Landing Page: What's the difference?
A Sale Page and Landing Page are both vital components of digital marketing strategies. They both serve as a virtual storefront featuring a single product or offer, designed to guide your web visitor to take a specific action.
However, they serve different and distinct purposes in the customer journey.
Remember this:
““Every Sales Page is a Landing Page. But not every Landing Page is a Sales Page.”
”
Let's dive deeper into the differences between these two essential types of web pages.
Purpose
Sales Page:
The primary purpose of a sales page is to persuade and guide visitors toward making a purchase.
It's specifically designed to sell a product or service and often provides comprehensive information, testimonials, and pricing details to convince visitors to buy.
Landing Page:
A landing page, on the other hand, is a more versatile page that generates conversions other than sales - typically lead generation and engagement. It encourages visitors to take actions like:
Signing up for an email list
Downloading a free e-book
Registering for a webinar
Booking a discovery call
Joining a community
Requesting a demo
Content Focus
Sales Page:
A sales page is content-rich and provides in-depth information about a specific product's features and benefits, testimonials, pricing, and strong calls to action (CTAs) for making a purchase.
Here’s an example of a sales page.
Landing Page:
A landing page is designed to capture visitor information. It usually contains a simplified message, a clear CTA, and a form for collecting data, such as name and email address. The content is concise, emphasizing the value proposition and benefits of taking the desired action.
Here’s an example of a landing page for a free workbook.
Conversion Goals
Sales Page:
The primary conversion goal of a sales page is to turn visitors into buyers. Success is measured based on the number of completed sales transactions.
A formula to calculate your sales page conversion rate is:
“Conversion rate = (Orders/Number of visits) x 100%”
For example, if your sales page gets 1000 visits and 20 visitors buy the product, this will be:
25/1000 x 100% = 2% conversion rate
Landing Page:
The conversion goals of a landing page can vary widely depending on the campaign. It may aim to collect email addresses for a newsletter, registrations for a webinar, or sign-ups for a free trial. Landing pages measure success based on the number of visitors who take the desired action.
Layout and Design
Sales Page:
A sales page often features longer content, extensive product descriptions, and detailed information. It may include images, videos, and testimonials to convey the value of the offer. The layout is designed to persuade and inform, with multiple sections, multiple Buy buttons, and a clear path to purchase.
Here’s an example of a sales page.
Landing Page:
A landing page is typically designed with a simpler, more streamlined layout with fewer sections. It aims to eliminate distractions and guide visitors toward the primary CTA.
Use of Social Proof
Sales Page:
A sales page more heavily relies on social proof, such as customer testimonials, case studies/results, and reviews, to build trust and demonstrate the product's value.
Landing Page:
While a landing page may incorporate some social proof elements, its main focus is on the value of taking the desired action (e.g., subscribing or registering) rather than showcasing customer testimonials.
Crafting a High-Converting Sales Page
Creating a high-converting sales page involves a careful blend of design, copy, and strategic elements.
Let's break down the key elements to include:
Attention-Grabbing Headline
Your headline (a.k.a. your “hook”) is the first thing visitors see, so make it compelling. Clearly communicate the primary benefit of your digital product or offer.
If your digital product already has a benefit-driven title, that can be your headline.
Engaging Subheadline
Provide a subheadline that elaborates on the headline and piques the visitor's interest. Try to include an element of time to drive urgency (like how fast a customer can expect to see results).
Example:
Turn Your Knowledge Into A Ready-To-Sell Digital Download In Less Than ONE Week
This is the headline/subheadline combo I display at the top of a landing page promoting my mini-course.
The Problem You’re Solving
To convince visitors they need to buy your product, clearly state the problem they have by calling out specific challenges and questions they’re already facing.
This helps position you as an expert who’s already familiar with their frustrations and has experience with helping others in their situation. They’re more likely to trust that you have a solution that works.
The Virtual Savvy sales page states how virtual assistants struggle with getting higher paying jobs (aka The Problem). They identify 3 tactics virtual assistants have unsuccessfully tried before introducing their digital product as the solution.
Introduce Your Digital Product
Introduce the name of your digital product with a one to two sentence elevator pitch that describes the value and benefits of your product.
Include an eye-catching mockup or product image to visually represent your offer.
The Virtual Savvy introduces their online membership with a mockup of the workbooks, videos lessons, and tech support included.
Clear Call to Action (CTA)
Your CTA button should stand out and guide visitors to make the purchase. Use action-oriented button labels, like:
Get Instant Access
Enroll Now
Buy Today
Claim Your Spot
On a longer sales page, add multiple CTA buttons so the visitor doesn’t have to scroll too far to click the buy button.
Benefits and Features
Highlight the key benefits and features of your digital product. Show how it addresses your audience's pain points and fulfills their needs.
Example:
What You'll Get:
- In-depth video lessons
- Downloadable resources
- Personalized feedback
- Access to our supportive community
I paired an icon with each of the key items included in the mini-course. Each item is accompanied by a sentence describing how it benefits the customer.
Bonuses
Including a "Bonuses" section in your sales page can significantly boost conversion rates by:
Tapping into psychological triggers that drive purchasing decisions;
Addressing objections that delay people from buying; and
Adding significant value to your offer.
Here's how it works:
Perceived Value: Bonuses instantly increase the perceived value of your offer. When potential customers see that they'll receive extra content, tools, or resources alongside the main product, it makes the overall package more enticing. It's as if they're getting more for their money, which is a powerful incentive to buy.
Fear of Missing Out (FOMO): Bonuses create a sense of urgency and FOMO. When visitors see bonuses that are available for a limited-time or with the main product, they’re more likely to take action quickly. FOMO is a strong motivator, and people hate the idea of missing out on something valuable.
Overcoming Objections: Bonuses can address objections and hesitations potential customers may have. For example, if someone is concerned about the learning curve of your online course, offering a "Bonus Quick Start Guide" can ease their worries. Bonuses provide solutions to potential problems and objections, making your offer more appealing.
Differentiation: Including unique and valuable bonuses sets your offer apart from competitors. It demonstrates that you're going the extra mile to provide additional value. If a buyer is comparing your product with a similar one but yours includes valuable bonuses, the choice becomes clear.
An Extra Push: Sometimes, all a potential customer needs is that extra incentive to make a purchase decision. Bonuses provide that extra push, making the difference between someone on-the-fence and actually making the purchase.
Building Trust: Thoughtfully chosen bonuses also help build trust. They showcase your commitment to providing a comprehensive solution and a positive customer experience. When customers feel they can trust you, they're more likely to buy.
For my mini-course Digital Downloads Made Easy, I include a bonus set of product mockup Canva templates to help students sell their download.
Social Proof: Testimonials, Reviews, & Results
Include social proof through testimonials, reviews from satisfied customers or users, and case study results. This builds trust and reinforces the value of your digital product.
Example:
What Our Customers Say:
- 'Life-changing!' - Sarah
- 'An invaluable resource!' - John
- 'I wish I found this sooner.' - Jane
Hairstylist coach Laura Elizabeth shows testimonials from graduates of her group coaching program. The student’s photo humanizes the results, too.
The Eat Fat, Get Thin page shows statistics and results from their weight loss challenge.
Trust Signals
Add trust symbols or badges to convey reliability, such as secure payment icons, money-back guarantees, or endorsements from reputable organizations.
Example:
Secure Checkout with [Payment Provider Logo]
Pricing and Offer Details
Clearly present pricing options and any special offers, such as discounts, pay-in-full bonuses, or limited-time promotions.
Example:
Choose the Plan That’s Right For You:
- Basic: $49
- Pro: $79 (Best Value!)
- Premium: $99 (Limited Time: Includes Exclusive Bonus eBook)
Hair educator Chrystal L. offers two payment options for her coaching program.
You can also add a Frequently Asked Questions (FAQ) section to further clarify what’s included in the offer, and to address remaining sales objections.
Bio (keep it short!)
Your bio should concisely introduce who you are, who you help, and why you help them. Include a brief story that demonstrates what motivated you to create the product.
Also, add a photo of yourself to personalize and humanize your landing page.
Recap Section
For web visitors who scroll alllll the way to the bottom of the sales page, include a section that recaps the product title and the CTA button. You can also include a brief statement summarizing what customers get with your product.
This makes it easy for visitors to click the buy button without having to scroll back up the page.
Quilting educator String & Story ends their course sales page with this recap section.
Additional Conversion Tips
Persuasive Copy
The copy (messaging) on your sales page acts as a saleperson persuading the visitor to buy your product.
Write benefit-driven copy to identify who your product is for, the problem your product solves, address sales objections, and paint a clear picture how the customer’s life improves after buying the product.
Use a combination of storytelling and social proof throughout your copy to build trust and rapport.
Captivating Visuals
Incorporate eye-catching visuals, such as product images, infographics, or video demonstrations, to visually represent your offer. Designing graphics that match your brand colors gives an added layer of polish and professionalism.
Scarcity and Urgency
Incorporate elements that create a sense of urgency, like limited-time offers or countdown timers.
Example:
Hurry, this offer ends in [Countdown Timer].
Mobile Responsiveness
Ensure your landing page is mobile-friendly. Many users access websites from mobile devices, and a responsive design enhances the user experience.
Tools To Build Your Sales Page
Several user-friendly tools can help you create high-converting landing pages without the need for extensive coding skills.
**This section contains affiliate links. If you use these links to make a purchase, I may earn a small commission at no additional cost to you.**
Email marketing platforms: Many of these platforms include landing page builders as a feature. A visitor who fills out a form on your landing page will automatically be added to your email list, and from there you can send sales emails to promote a digital product.
Check out ConvertKit and Leadpages.
Course platforms: In addition to hosting a course, many course platforms also have built-in landing page builders with pre-designed templates that you can often edit with a drag-and-drop editor. The advantage of building a landing page on your course platform is that a customer who buys your digital product from the landing page can then automatically be granted access to the training.
Check out New Zenler and Kajabi.
Website builders: Versatile website builders like Squarespace make it super easy to customize your page design, and have built-in mobile responsiveness, too.
Final Thoughts
Mastering the art of sales pages is essential for selling your digital products effectively. These pages provide a focused, persuasive gateway to convert visitors into customers or leads.
By incorporating the essential components and utilizing user-friendly tools, you'll be on your way to creating sales pages that drive results and boost your digital product sales.
Thanks for reading!
Klara
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