- In this video we're going to give you
the 16 elements that you need to convert more people
that land on your sales page.
- That's right and as we go along we want you
to see how many of these things you currently have
on your sales page and tick them off as we go along.
It's gonna be like a fun little game.
- It's gonna be so fun and we want to know
in the comments how many you get out of the 16,
so let us know at the end.
- A 100 points if you smash them all.
- Oh yes, we're gonna be dropping
some serious ass-kicking points all the way to the very end.
- Let's do this!
(explosion)
- Before we get into the 16 elements, here's the mentality
that we want you to have when doing your sales page.
We want you to treat your sales page
like it was a conversation.
Think about it, if you had to convince a complete stranger
to buy your thing, how would you describe it?
(static)
That sounds really weird.
(laughing)
How'd you describe your thing?
- How would you describe your thing
if you had to convince a stranger.
(static)
- How would you describe it?
How would you make sure it was right for them?
And how would handle any objections
they might have towards it?
- There's probably a lot that you would say,
but what we find is that when we look
at most small business owner's sales page,
especially if you have a service,
we find really, really minimal sales pages.
Some of them only have a couple of paragraphs of text
and there's a huge disconnect there
and it's probably why your sales pages aren't converting.
- We're not saying that you need to have
a huge, long-ass sales page,
but there are certain elements that you do need.
Like, when you're having that conversation
that you need to have on sales page
to give it the best chance of converting.
- So here we go, number one,
the problem that you solve.
Now this isn't necessarily in order
but we would recommend this at the very top,
if not the very first thing on your sales page.
- Essentially nobody's gonna buy your stuff
if they don't feel like they need it.
Most purchasing decisions are 80% emotion remember.
So if you just go right into the features and benefits
they're just gonna switch off and go away.
Make sure you're getting across the problem
that you're offering solves.
And if you do this right and well enough
then you'll have hooked people.
You'll have gotten them, if it resonates they're gonna keep
on reading and scrolling down.
Now if you have this sorted on your page that's one point.
- Oh yeah!
- Ding, ding, ding.
- You're off to a flying start.
Number two, the bypass button.
For people who are ready to buy already
and are just on your sales page to actually take
that step without even having to read it
then at the very top of the page you want something
that makes it super, super clear what the next step is.
You're gonna want multiple calls to action buttons
throughout the page,
but make sure you have one right at the top
so people can just bypass it and take that first step.
- Number three, who is this actually for?
When people land on your sales page they need to know
if it's right for them or not, straightaway.
Otherwise, they're gonna doubt whether it's right for them
and they're just gonna go away, so call it out straightaway.
- Number four, the outcomes and aspirations.
What is their life going to be like
after buying your product or service?
And please at this point do not include
any cheesy stock photography of someone smiling or lounging
on a beach or just being an utter cheese monster.
(giggles)
- Number five, are you keeping track of your points so far?
I hope so, number five is to explain what you do.
As simply and as crystal clear as possible
what is it that you're actually selling
and how is it going to help them?
This is where you do talk about features and benefits
and great photography can go a long way here
to help in making that whole thing a lot more concise.
At this point one of the biggest problems we see is that,
this isn't clear and people don't quite understand
what it is you're actually selling
and what you're actually doing for them.
So can you make this as simple as possible?
Can you package it up in some way even,
just to make it even more obvious what it actually is?
- Number six, your differentiators.
Now, this could be tied into your features and your benefits
but essentially what you're tryna do
is make it super clear why you are
the obvious choice and the perfect solution
for the person that's scrolling through that sales page.
This may come from your history
or your experience or your brand or your ethos,
or it might just be something completely unique
to what your competition has.
If you've got that make it really, really clear.
- Number seven, is extra value adds.
These are extra bonuses included in the price
which stack the value and just sweeten
the deal a little bit.
For example, if you buy something through
the Origins website, you automatically get free shipping
and five free samples to try out!
Whoo!
- [Andrew] Have you tried them all?
- [Pete] Now that is cool.
- Did you try any on that black eye?
- Yeah, the face mask didn't really work.
(laughing)
This membership Drumeo Edge teaches you how to play
the drums and it gives you a free set of drumsticks!
(drums and cymbal)
What, that's cool!
Well even with Atomic, our membership programme
when you join you get a free ticket to our conference.
Plus, you get loads of other bonuses as well,
it's like awesome and all these things stack up the value
and just add value to your offering.
So what little extra can you add to your service offering
to just up the value a little bit.
If you're a service based business this could be something
as simple as offering free telephone support.
And if you can offer something and actually say
this is usually 200 pounds or something like that,
then all these things start to really add up
and help you tip the balance in your favour.
- Number eight, price anchoring.
People will compare your final price
to the last price they saw, so consider this,
have another higher price further up the page.
For example a personal tutor set
of drum lessons may cost you $1200 but you can get
an annual Drumeo Edge account for just $197.
- With free drumsticks.
(laughing)
- All of a sudden $197 sounds cheap
but if you were comparing it to something like
a one-off $70 course or something like that,
it may sound more expensive.
That's price anchoring.
- Okay, let's do this speedy now.
Okay number nine, testimonials and case studies.
You've got no excuses, get them on there.
(static)
- Your accent sounded really American then, for some reason.
- Get them on there.
- No, the whole thing.
- The whole thing.
- Yeah, whole thing, you sounded to me
it was like, testimonials and case studies get 'em on there.
- That was American.
(static)
- All right back to the speed round.
Number 10, social proof and credibility.
If you have a five-star rated service
or awards or places you've been featured
or things that make you sound awesome
then add them to your sales page.
- 11, a little bit about you.
People want to know who's behind the brand
and faces are more trustworthy
so add a paragraph or two for that extra credibility.
- 12, FAQ's, people have questions
that are frequently asked, answer them.
- 13, handled objections, now this isn't the same as FAQ's
because we actually want you to answer these proactively.
Here's what we mean.
- For example, if one of your biggest objections is,
"I don't have time", don't just have a FAQ saying,
'How much time will this take?'.
Be proactive in this, have a whole section
that says something like,
'Why my service will save you time.'
- Boom, do you see the difference,
you are preempting those objections
and you are answering them proactively and positively.
- 14, are you still counting?
- I hope you are.
- Risk minimisers and guarantees.
We wanna minimise the risk as much as possible
to get them over the line and this could
be something like a 30-day money back guarantee
or some kind of free trial or a discounted trial
or a demo or something where they can try
it out and minimise that risk.
On Atomic, we have a growth guarantee basically we say,
we're so confident that Atomic
is gonna help you grow your business
that if you join and do the work and you don't get results
then we will give you back your investment.
- 15, is the exit intent pop-up.
Most pop-ups are rubbish,
but if people are actually leaving your sales page anyway
they're probably not coming back
so you might as well try and solve it
with some kind of exit intent pop-up.
This could be anything from a free-shipping voucher,
to a free trail, to an invite to a webinar.
- 16 is coming up actually at the very end
of this video we're gonna give you a bonus tip, 17.
- Ooo!
- Don't say we don't treat you.
So, don't rush off but please do subscribe to this channel
right now if you're enjoying this video.
All right, number 16, a strong call to action button.
Not only should you have a big call to action button
in multiple places on your sales page,
we wanna stress the importance of having a strong one.
If you have a product or a cause this may be as simple
as having a big 'Buy Now' button
or a more exciting like, 'Let's Do This'
or 'Let's Rock This' or 'I'm In' button.
But, if you have a service and the next step
is like setting up meeting or a phone call,
or doing a proposal or a quote or something like that,
then don't just link them to a contact page
and like leave it with them to take the next step.
Third, why not make the call to action something
like, enter your details and get right now
a no obligation proposal or download a buying guide
or even like let's just hop on the call
and I'll give you a free consultation.
- Or even something like fill out this application form
or take this quiz to see if we're right for you.
Or even, join the waiting list.
And can you even add some kind of urgency call to action
like this, maybe cut closing or limited spaces available
or there's a price rise, apply now.
- Creating urgency is always a really good tactic
when it comes to sales and that might actually
be a good topic for another video,
so if you wanna see that let us know in the comments, too.
- So before that bonus tip 17, let's recap,
here's all of the 16 items on screen right now,
ready for you to screenshot.
- Maybe we should smile Pete.
- Whoo!
Whoo, ooo!
(laughing)
I hope you screen-shotted, if not you can go back.
- How many of those did you cover on your sales page?
Let us know in the comments
and let us know if we missed any as well.
- Before we go, that bonus tip number 17,
let's talk about prices, should they be on your website?
If you are product or an online course
then probably yeah, they should be on your website.
But if you're a service based business
then why not check out this video coming up.
It's gonna be on the screen in like three seconds
and it's all about a cool trick
to help you convert more people that land on your sales page
by doing something a little bit clever with your pricing.
- Probably a little bit longer than three seconds.
But actually, probably three seconds from now,
I've been Andrew.
- I've been Pete.
- See you next time.
- Bye!
(upbeat music)