Creating a Sales Page that Earns Money
An effective sales page consists of the following:
Above The Fold
Call To Action (CTA)
Value Proposition
Content
Call to Action
Address Objections
Testimonials
Introduce Cost
Satisfaction Guarantee
Bonus or Bonuses
Call to Action
About me/Bio
Live Chat
Above The Fold
“Above The Fold” is what customers will see as a first impression on your sales page with out needing to scroll.
Example:
On my sales page I opted to give a video introduction to the actual art pieces people were going to collect. See the module on facebook ads to learn about process I used to create this video. My main reason for using a video instead of a still is that I feel video is a more accurately and relatable presentation of the what people are buying.
Note on #2. This is your sales page, this screen shot is from after my giveaway ended but the opportunity to buy for all those who did not win is still on going. During the time when your giveaway is live, add a note here that says the customer can enter the giveaway at the bottom of the sales page.
Note on #4. I suggest making it as plain as possible that your giveaway and the associated opportunity to collect/buy artwork during this giveaway is LIMITED.
Call To Action (CTA)
Near the top of your sales page and near to your project image and video should be your first call to action. I opted to put my first introduction to my offer, the prints I was selling, here. You could also put a link to your cart page, but the less clicking your potential collector has to do the better off you are.
Introduce Value
Identify why your giveaway and the art that can be purchased during this time is of such great value.
Why is this an opportunity to collect your work?
Why are you doing this?
What makes this opportunity special?
For my giveaway, I wanted to express and reinforce the fact that I don’t normally sell my work as posters and that I am creating an opportunity for everybody to collect some of my images.
Content
Here is a place for you to create more content if you want. You can add to the story of your art, or examples of the art in homes. You can conflate this section with the Value section above or, you can skip this section all together, as I chose to. Depending on the template of your website, this section can be easy to create.
Some ideas:
Share the story of one of the artworks you are giving away
Show the work as it would appear in a home or office
Share the awards that one of your artworks have won or earned
Note **** I am instructing to share only one or two works and relevant stories. Keep this section brief and to the point. Also, keep it visual with graphics.
Call to action 2
Underneath the established value proposition of collecting your art NOW, include another Call to Action. The CTA should be a button that clearly states what the view should do. In this case, that is to buy your art. I chose to insert the second CTA as larger thumbnails of the art. Each full width of the webpage.
Address Objections
Based on objections you’ve noticed (and hopefully catalogs somewhere), include a list of answers or responses that will help the viewer reason past them on their own. This can take the form of a Q&A or some combination of written copy that the customer can easily engage with.
In my sales page, I included a Q&A of common questions. In retrospect, I’d have included some of the common excuses people have for not buying my work, such as -
I’m a renter
I can’t afford art
I have kids that will need to go to college
How will it look in my room.
etc.
Testimonials
If you have testimonials from people who have collected your work, this is a great place to put them. You can also place a slide show of happy collectors with your artwork or art installations. Even better, you can combine the two. Add a photo of a sale with a few words from that collector or recount the story of the sale from your memory. Here is an opportunity to lean on the authority of others to support the value of your work.
Satisfaction Guarantee
Here is where you put the customer and their purchase anxiety at ease.
The one, counter intuitive, rule about guarantees: the longer you make the guarantee the less likely a customer is to use it. e.g. A customer is more likely to ask for their money back during a 30 day guarantee than a 90 day.
Insert some words of assurance in this section if you want, but it is not necessary. I personally will not return a collector’s money but I will do what ever I can to make them happy including replacing the artwork or sending something new.
Bonuses and discounts
Here is where I would introduce the BONUS for acting now and collecting before the giveaway ends. Whether or not you decide to offer a discount or to offer a bonus is up to you. Please see my reasoning about discounts vs bonuses in the module for that topic. I also mention the the bonuses often in social media so the people who arrive on this sales page should know about it before showing up.
Strategy note: My bonuses were available for short periods only. I offered a discount of 10% to people for signing up for my messenger bot. The discount code would be delivered automatically upon their signup. Essentially, I was buying the ability to remain in constant contact with subscribers for marketing purposes.
Call to Action
Here is another chance to introduce to the collector to buy your artwork. Add this CTA here if there is considerable real-estate between your last CTA and this section.
Bio
People arriving on your sales page should already know who you are, but just incase they do not, you can add a section about you with a great portrait of yourself. I suggest keeping this section very short with copy no larger or longer than your profile photograph. Add humor if possible.
Live Chat
You’ll notice that at the bottom corner of all my screen shots is a Live Chat option to connect with me at anytime from the sales page. I show you how to set this up with ManyChat in a separate module.
