Many of us have experienced buying something online and found that the process is just like a regular platform website such as Lazada, Shopee, or Udemy. We land on a product page, add the item to our cart, and then checkout. However, when we take a closer look, we realize that we often only buy low-value products or go through a complex process before deciding to purchase something. From the perspective of a product or service owner, this is the worst thing! We spend money on ads to lead customers to our website, only for them to leave and compare our product with another brand. This is where a "Sales page" becomes a handy tool to increase our sales by providing customers with more information and the story of our brand.
Regular product pages are designed to make it easy for customers to browse and compare information about a product or service, including its name, price, details, and images. This has worked well for eCommerce websites for the past decade, which is why current large platforms have also adopted it. However, this approach differs when we want to sell a product or service that has more value or is more expensive.
A good sales page should have the following components:
- Value proposition
- Features of the product or service
- Storyline of the brand
- Customer reviews
- Call to action
We need to optimize all of these components to lead customers to the page, but remember that the main purpose of a sales page is to generate sales. Therefore, we use the method of "A/B testing" or "Split test" to determine how good our sales page is.
In A/B testing, we compare two samples based on their conversion rates. If sample A generates more conversions than sample B, we choose sample A and continue the A/B testing process using sample A as one of the samples. A/B testing is a continuous process. In practice, we will lead only 30-100 customers to the page that we want to test and design which one performs better.
Sometimes the sales process needs to be longer because the product or service we offer requires educating the customer. Therefore, the call to action on a sales page does not necessarily have to be just a sale. It could be an email or phone subscription, a questionnaire, a lead to a chat, a book download, or a free video course. These actions can help build a long-term relationship between our brand and the customer, which can lead to sales in the future.
In the next chapter, we will introduce you to "Storytelling marketing," which will help you better understand how to communicate with customers and use it for content in any kind of marketing material, including a sales page.