Why Your Sales Page Isn't Converting
If you have an amazing service or product, you need a sales page that converts. In this post, I'll cover 7 reasons why your sales page isn't converting and how to fix each problem.
1. The page isn’t getting any traffic.
Before you start thinking “Ugh, my sales page is failing!” make sure that it’s actually your sales page that’s the problem. If no one can find your page in the first place, no one is going to buy anything. If that’s the case, you need to solve for the lack of traffic coming to your page.
Solution: Come up with a launch and promotion strategy to drive consistent traffic to your website. This could be done through an organic social media strategy, paid ads, email marketing, etc.
2. There are no visual breaks in the text
I say this with love: no one wants to read your novel. At least, not when they’re shopping online. If your sales page has paragraphs of text without headers, sub-heads or images, your readers are going to mentally tune-out. Worse, they won’t take the time to read your sales page at all.
Solution: Use strong headlines and subheads to make it scannable. Shorten and condense where you can, and give people sub-heads that make your sales page easy to understand even if someone is quickly scrolling through.
3. The product & value are confusing.
The last thing you want anyone to think when landing on your sales page is, “What is this?” The minute they’re confused, you’ve lost them. If your product has a confusing title, headline, or overall messaging strategy, the sales page isn't going to work.
Solution: You have to make it painfully obvious what your product (or service) is, who it’s for, and what the value is. This is especially important if you’ve created something they’ve never seen before, or the product/service has a non-descriptive name.
Think about what problem your offer is solving, and lead with that as much as possible.
4. The copy isn’t connecting with readers.
Effective copy does more than just explain the facts. It sparks a connection with the readers that makes them feel understood. This doesn’t mean that you have to say “Are you feeling scared? Buy my night-light!” But you do need to give your reader something.
Solution: Does your product solve a problem that causes a negative emotion? Mention that. Is your product so freaking cool and innovative that they should be excited? Make your sales page copy sound exciting! Put on your best empathy hat and get to work.
5. The checkout process is difficult.
There is nothing worse than clicking “buy” and being led into a confusing checkout process. Remember, people are lazy (you know it’s true!) Your audience is way less likely to spend money on you if it’s unreasonably difficult to do so.
Solution: Have some friends test out your checkout page before you go live. If it takes them too long to checkout, if they ask questions about the checkout process, or if they have any negative feedback on the checkout process, you need to find an alternative platform.
6. It’s the wrong length for your audience.
Let’s pause for a second and put ourselves in the buyers shoes. If you have never heard of a brand before, would you be ready to make a purchase with little information? Probably not. But if you already have an established relationship with a brand, you probably don’t want to spend a lot of time learning about it.
Solution: Think about how much your audience knows, likes, and trusts you, and tailor the length of your sales page to that. If you’re not sure how to answer this question, think about how you’re driving traffic to this page. Are you going to be posting it to a cold audience in Facebook groups, or sending it to your email list? And if it’s both, you can find a happy medium by giving readers the option to buy periodically throughout a long sales page. That way, if they don’t want to read the rest, they can skip the checkout section.
7. There’s no demand for your offer.
If all of the above don’t seem to be the problem, you may have created a product or service that has very little demand. In other words, people just don’t want it.
This can be a tough pill to swallow, but it does NOT mean that you have to abandon your brilliant idea! You may just need to tweak it a little bit so that it meets your customers’ needs in a more impactful and obvious way.
Solution: One way to avoid this happening in the first place is doing some simple market research. If you already know who your ideal customer is, find a group of those people online and ask them to take a short survey.
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Have a great sales page, or question about writing epic sales pages that convert? Drop it in the comments below.