Messaging, design, ad targeting, the offer itself—all these factors certainly come into play with sales pages that convert.
After all, you need the right people coming to your sales page. And you need a solid product or service in order for your customers to want to buy it. And you need locked-in messaging that helps them understand how your offer is going to solve one of their challenges, improve their life, or otherwise help them in some way—big or small.
But creating sales pages that convert starts with how people find your sales page in the first place.
Prospective Customers Need Context
Back when I worked at a health club right after I got out of college, I did some of the training with the sales team. That health club sales team was trained NOT to give out the membership prices on the phone. It wasn’t on the websites either.
And you’ve probably noticed that a lot of health clubs, or at least the swankier ones, don’t give out the exact membership price on their websites.
Why was that? Because the price had NO context at all until people actually saw the health club for themselves. If you’re just calling health clubs and one is $29 a month and the other is $97 a month, you have NOTHING else to judge them on other than price and maybe a list of features.
Someone who might have a knee jerk reaction of “that’s too expensive” might feel differently once they see the gym, see how clean it is, see how new the equipment see, see that there are trainers walking the floor to give tips and look out for safety, and that there are all kinds of free classes and events.
Stop the Scroll
It’s the same thing with your program. When someone gets to a sales page without any context, what’s the first thing they do? That’s right—and you know because you do it, too!—they scroll down to see the price.
And then they make a snap judgement about whether or not it’s “too expensive” based solely on the price!
This is a huge miss. Without additional context, the chances of your sales page converting like you want—or even expect it to—are slim.
Prospective customers need the full context of your offer: the big life change they can expect to experience from your offer, the differentiators of your offer versus other possible solutions, and more.
Without this context, prospective customers won’t truly understand the value of your program; they won’t have the information they need to make an informed decision. And, because of this, it’s more likely they’ll decide not to move forward with your offer.
Sales Pages That Convert Aren’t Evergreen
We want to make it easy for your audience to get to your sales page—but only after they’ve received the context they need.
Keeping your sales page on your website at all times—where prospective customers can easily see the price—is a surefire way to reduce sales.
After all, these may be customers who just learned about your offer. They’re excited and then…crushed when they realize your offer is $600, $800, $1,200 or more! That’s because they have no idea yet that your offer is worth so much more than that price. You just haven’t been able to give them that context yet.
Businesses using the Circuit Sales System (CSS) know that their prospective customers will get this context from their Lightbulb Video.
If you’re using another method to sell your program, you’ll want to consider when your prospective customers will get access to the sales page. What information do they need first before heading to a page where they’ll see the price?
How do you provide context to your prospective customers? Share in the comments below!