Derek Halpern – Sales Page that Converts Standard

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When you create sales pages that convert, you take some of the burden off your team. You don’t have to constantly be hustling to find prospective customers.

They come to you.

But let’s face it: Traffic doesn’t mean much without conversions. You need people to buy what you sell.

Today, we’re going to talk about how to create sales pages that convert.

I’ll provide you with some strategic tips and show some examples. We’re going to cover lots of information, so feel free to skip around:

• What are sales pages?
• Sales pages versus landing pages
• Long-form versus short-form landing pages
• How to create sales pages that convert
• Examples of the best sales pages in 2018

What is a Sales Page?

A sales page is a page on your website that has one goal: Convince people to buy.

That’s it.

It needs to provide an offer so compelling that your target audience can’t say “no.” The best sales pages convert because visitors feel like they have to act.

See how our tools can improve your conversions

Sales Pages Versus Landing Pages: The Differences

Sales pages and landing pages have lots of things in common. They’re both focused on a singular goal.

A landing page, though, doesn’t have to involve a sale. You might create a landing page to get people to sign up for your email newsletter or register for your webinar.

Long-Form Sales Page Versus Short-Form Sales Pages: Which One is Better for Conversions?

It would be great if this question had a simple answer, but it doesn’t.

Short-form sales pages work really well in e-commerce and for lower-end products. You don’t need a ton of copy to convince people to convert.

But what if you’re selling a more complicated or extremely expensive product or service? You’ll need more words to convert your visitors.

Here at Crazy Egg, we use long-form sales and landing pages. We deliver as much information as possible so people really understand our product.

Long-Form Sales Page Advantages and Disadvantages

Many marketers swear by long-form sales pages. They give you plenty of room to share what you love about your product or service. Plus, they’re great for SEO.

Advantages:

• More opportunities to convince your visitors to buy
• The chance to address and overcome objections
• More copy on the page for SEO benefits
• Space for multiple CTAs

Disadvantages:

• The potential for information overload
• The possibility of boring or irritating your visitor

Short-Form Sales Page Advantages and Disadvantages

In some cases, though, long-form sales pages aren’t appropriate. They actually do more harm than good.

You can use short-form sales pages when it makes more sense for your product or brand.

Advantages:

• Convert visitors quickly and simply
• Distill benefits and features into a few key points
• Have all the information “above the fold”

Disadvantages:

• Visitors might have more questions than you answer
• You might have to leave out information that might otherwise convert consumers

Fewer SEO benefits…

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