To increase online sales from your marketing campaigns; whether you are running Google Ads, sponsored Facebook posts, or perhaps a print ad in a magazine or newspaper; lead your audience directly to a page on your website that is optimized to “close the sale.”
A “landing page” is a page that a user enters your site on from another site, social media, email, etc. I use the term “Sales Landing Page” to distinguish a landing page that has all the elements to direct the user toward completing the desired action, which in most cases is a sale.
How Sales Landing Pages are optimized to increase online sales for a specific campaign:
- Content is specific to the offering promoted in the campaign.
- Mirror the language and imagery used in the campaign.
- Move the user through the stages of the Buyer’s Journey all in one page:
- Identify the problem or need of the buyer.
- Define the solution to the problem or need.
- Outline how your offering provides this solution.
- Provide purchase and delivery options
- Include elements to build trust:
- Testimonials and/or Reviews specific to the offering
- Logos/icons of relevant accreditations, awards, etc.
- Logos/icons noting security of the purchase
- Answer possible objections
- Use images and videos to support your message and lead the visitor toward the purchase.
- Contain no distractions:
- Social media icons
- Links outside the Path to Conversion
- Irrelevant imagery and/or text
- Include clear Calls to Action from the top to bottom of the page.
- At the bottom of the page, when a sale may not be likely, provide another lesser offer or mailing list subscription to keep the user in the sales funnel.
Anatomy of a Sales Landing Page Optimized to Increase Online Sales
Start with a campaign targeted at a specific audience.
I’ve been targeted because I had signed up for a weekly online session with Oprah that is run by WW and perhaps other items I’ve liked on Facebook and profile settings.
I would suggest making this sponsored post even more targeted with information available within the Facebook advertising platform: age, gender, location, other interests, etc.
Provide a great first impression.
Includes branding and color scheme matching the sponsored post and most of the elements needed to engage the user to get more information or sign up right away!
While I recommend using a landing page that is specific to your campaign, WW has chosen to lead visitors right to the WW homepage, which has all the elements of an optimized sales landing page. This will work for them as it is optimized for the offering, but if the sponsored post was more targeted, as suggested above, the landing page should be more targeted also.
If the user isn’t ready to sign up, at first sight, she scrolls down for more information and some trust-building with the brand’s well-known spokesperson!
Time for More Supporting Information and Trust Building!
Add in more benefits, more trust-building with video testimonials, and some social responsibility.
More Information and Engaging the Traditional Members
Time to More Clearly Outline the Pricing & Delivery Options
No sign up by the bottom of the page?
Make sure you carry out the sale with a shopping cart, checkout, thank you and confirmation pages that continue to mirror the look and language used up to this point, ensuring there are no distractions to completing the purchase.
Follow-up with a confirmation email that continues with the branding and language in line with your campaign.
Make sure to not online welcome, but to provide useful information to ensure that your new customer is fully engaged with your offering and your business.
Increase your online sales using Sales Landing Pages that are targeted and specific to your offering and your audience and lead from your initial campaign ad, post, or article right to the sale.
Read more about how to increase online sales: Ecommerce Optimization Tips