Finally we are here! (happy dance!)
You’ll make your sale in exactly the same way you always do. The absolutely easiest way for tracking is to have that happen online but Facebook ads can track conversions that happen off-line too. We will come back to the tracking and conversions in more detail. Now though I want to focus on a common element of content, the sales page.
This is where your customer will make the purchase decision. It’s the checkout of your whole campaign. If you’re running a shop or selling something online it’s super easy and you’ll be familiar with it already. There are some things all good sales pages have in common;
They do one thing and one thing only – sell the thing. The best sales pages are really clear on walking people through the buying decision and encouraging that one action.
It’s less shopping list and more benefits focused in the initial phase. It will then break down in detail exactly what’s included and crucially the price!
Where there are buying options these should be clearly defined.
When a purchase is being considered there are some questions that only come up at that point. Often these are around delivery of the thing. Questions customers ask at this point often include;
These are all the FAQ style things people want answers to and can and will stop people buying if they’re not answered. We call this cart-abandonment and it basically means they were super interested but either got distracted or spooked out by something.
It’s your job to make sure they have as little doubt as possible at this point.
What if it’s a scam? What if I can’t get my money back? What if they’re not going to deliver? These questions again will stop people from checkout. So here you add in;
Risk Reversal means you make it a no-brainier and take all the risk yourself for the purchase. This might be an access now & pay in 7 days, a 100% money back guarantee or the shopping channel favourite of ‘if you don’t like it send it back free of charge.’
Testimonials speak of the experience people had with your product and video testimonials are your most powerful allies here. Other options would be social media posts of people using your thing.
Social Proof is very similar to testimonials but would also cover things like independent review sites, accreditation, awards or other things of note. Who else has trusted you and benefited?
This is really crucial! Tell people exactly what they need to do next, walk them through the process and make the button clear!
I have seen many sales pages that don’t even have a buy button!
You’ll need it so simple my Nan could figure it out, don’t leave anything to chance here.
I strongly suggest that you consider security at this point. Most everyday websites are simply not secure enough to handle sensitive payment information so I would always encourage sing a payment processor to handle the transaction on their server where possible. PayPal does this, and so does my favoured processor Stripe.
They will both integrate with eCommerce platforms, course platforms and give you the option to handle the scary stuff their end.
There are hundreds of these out there, ClickFunnels, LeadPages, ThriveCart, WordPress, OptimizePress to name a few. Short answer is no – you don’t need them. At some point you might find the advanced capabilities if something like ThriveCart super useful but don’t make this more complicated than it needs to be. You could just as easily have a PayPal link on any webpage.