What is a sales page and how to optimize it to convince your customers?

If you sell products or services online you will be more than familiar with the term “sales page”. And if you are starting now in this world of online sales, it is time for you to learn more about these pages and their importance.

Be that as it may, you must be clear about how to create sales pages and that they are attractive to the users of your website. It is the place to convince them, make them fall in love and encourage them to make the final purchase of your product or service. In this article we will give you the main tips to take into account when creating an effective sales page that convinces consumers to buy your products. As a bonus we will leave you some very useful tools when creating this type of pages.

What is a sales page?

A sales page is a web page or landing page on which a product or service is presented. Here its features, advantages and persuasive texts, images and videos will appear with the aim of convincing the customer to take the final step to buy it. It is important that it contains all the information about the product so that the consumer can know all the details of it. The sales page must link to the shopping cart or final page to confirm the order and purchase.

The importance of having a sales page is very high. The great objective of your website should always be that each user who enters looking for information ends up becoming a client. Obviously achieving it 100% is an impossible chimera, not even big well-known brands and with a great positioning can achieve it, but the more attractive your sales page is, and also the rest of the web, the higher conversion rate you will have, which will translate into greater benefits.

How to create a sales page that converts?

The first thing to do is decide how to create that sales page. If you have an ecommerce platform, each product page should automatically convert (with a specific template) into a sales page. If this is not your case and you have programming knowledge, you can create the sales pages yourself.

In case you do not have this programming knowledge, you can hire a programmer or web designer or an expert agency in the creation of websites, so that they can shape your ideas and get the most out of your products. Normally an agency also has content editors and copywriters that give it that “punch”, that force, that your texts need to convince your customers to take the next step and finalize their purchase.

We leave you the main issues to take into account so that your sales page is efficient and converts:

1. Provide clear (and valuable) information: all information about the product or service must clearly appear on the sales page. If it is a product, all the technical characteristics and its measurements (height, width, weight, the size of the package in which it is sent) must appear. You can take the opportunity to first highlight its advantages over similar products. It is also important that the button appears clearly and easily to be able to send the product or service to the “shopping cart” or to that page where you confirm the order and finalize the purchase.
2. Use language according to your audience: when selling, whether physically or online, you must be clear about who your target audience is and how you should communicate with them. Know who you sell to: if they are teenagers, young people or older people; if they are men, women or you address both sexes; and it is even important to know their tastes. Once that target audience is established, you need to adopt their way of speaking. It is not the same to address a person who wants to buy a family car than to someone who wants to buy surfer clothes, for example. If you are targeting a very specific niche, you should try to use expressions that are very typical of its members.
3. Clearly inform the price and add offers: prices should not be hidden, it does not matter if you want to position yourself as an exclusive and expensive service, or as a cheap product. The price should be clear on a sales page. In case that product has a discount or offer, it must have a prominent role. Do not forget to inform your return policy, refund, etc.
4. Show your product or service as a solution: it is likely that users who visit your sales page have been searching for information about a product they want to purchase or a service they want to hire. You have to be convincing and show it as a solution to their problem, something practical and useful. Including images and/or videos of the use of the product or service would be perfect.
5. Do not forget to include a CTA (Call to Action): the call to action, or CTA, is a phrase or word that encourages the user to take the desired action, in this case, to purchase the product or service. Sales pages should prominently feature one or multiple CTAs with clickable buttons or links that lead to the final page where the sale will be confirmed.
6. The mobile version is important: the use of mobile phones to buy is becoming more and more common. If you do not have a specific application, your sales page must be mobile friendly, that is, it must have a mobile version. It is important because if someone accesses your website from their smartphone or tablet and finds fragmented, disorganized, or poorly visible information, it will often result in them leaving your website and not returning. This means that sales will be lower and therefore the investment in this page will not be very fruitful.

BONUS: Plugins for sales pages

If you are determined to create your own sales page but don’t have programming knowledge, there are tools available that can assist you in its creation.

Elementor: probably the best known, with more than 5 million customers. It is the most widely used WordPress page builder. It has a wide variety of templates and plugins to improve the design and quality of your website. It has a limited free version, but with more than 30 templates and 40 widget types that you can add. If you are not a professional, this free option can be a great option. But for professionals we recommend using the Premium versions that range from $49 to $190 per year.

Unbounce: another of the tools that can help you with a very high variety of designs and templates, with numerous customization options. Ideal if you are very clear about what you want and should contain your sales page. In addition, you can measure the performance of different pages, which will help you understand what works and what doesn’t, and make modifications as needed. In this case, their payment plans range from $49 to $499 per month, but you can contract annual plans with discounts.

Launchrock: finally, we bring you a free option to create your pages. Being free, its resources are limited, so if you have little investment and are not very expert, it may be the easiest option.