While you’d think that conversion rates are pretty standard, that’s not actually the case. People get highly imaginative when it comes to conversion rates and expect it to be in the 10-20% range. Actually, the average conversion rate for a sales page is just a bit above 2%. Yes, that low. There are some sites that manage around 5% and few that are in the low double-digit percentages, but it’s still a wide range of results.
When you think about it, even moving a conversion rate up from 2% to 3% is massive. It just boosted top-line sales by 50% without having to employ a larger sales staff or pay more commission either. Just by making some sensible changes to the sales page…
When you’re wanting to scale your business faster, it helps to fix conversion problems first. Accordingly, here are some quick wins for modifications to make today to boost your results.
Use Pricing Tables
Pricing tables are a great way to succinctly lay out several products and compare them. It can be products from different manufacturers comparing their price and specifications, or it could be a product (or service) offered in-house with different subscription options.
Do you know that by adding a pricing table, visitors can quickly ascertain which product suits their needs best? If they need more information, they will surely look below the pricing table for extra nuggets to help make a buying decision. However, often the pricing table is enough to convince them to go ahead and make a purchase.
Overhaul Your Sales Copy
A great copywriter is worth their price. They can cut right to the heart of what causes buyers to decide to buy. Usually, they have years of experience and understand different industries well enough to use appropriate language that works best.
Amateurish web copy is a turn off for potential customers trying to decide whether to go ahead or not. Ensure everything is easy to read, scannable and contains zero errors. Don’t have anything that gives a potential customer pause about the professionalism of the company.
Unclutter Your Sales Page
Sales pages tend to be cluttered with far too many elements. Take a look at the product pages and the shopping cart pages at Amazon.com. What you see is a refined product page and highly optimized shopping cart experience that provides ample information but cuts out the fluff.
For instance, Amazon removes almost all navigation from their shopping cart experience. They don’t want to encourage customers to navigate away!
Limited Time Offers
It depends on the industry, but sometimes introducing a limited time offer or a countdown clock for how long a discounted price will remain is a good extra incentive. It depends on the industry whether this type of approach works to boost conversions, or if the potential customer will be irritated by it.
Optimize All Aspects of the Sales Page
Test what works and what doesn’t. Look at different price points. Test included features to see which ones the customers really care about or are willing to pay more for. See if bonuses or upsells encourage a buying decision or detract from the main offer.
Every test you run stands the chance of getting an incremental improvement in the overall conversion rate. It might seem small, but over time the gains really add up.
There are different styles of sales page depending on what visitors are expecting or like to see. Look at competitors in the same industry to get an idea of how they deal with it. They may have some surprising approaches which you can also test to determine if they would work well for your company too.
