Every business needs promotions. As Steuart Henderson Britt (consumer behavior specialist) said: “Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does”.
This article will discuss one of the most popular promotion methods living in the digital age of e-commerce, known as the “Sales landing page”. If you are an online merchant, I hope this can help you out.
- What is a sales landing page? What are the benefits?
- What should be included in your sales landing page to make it successful? - 4 crucial techniques
- Things you should avoid when creating a Sales landing page
- Easily launch your Shopify Father's day sales landing page with PageFly
What is a sales landing page? What are the benefits?
A sales landing page is a standalone web page at the end of the marketing funnel. It is different from other landing pages mainly because they are click-through pages which usually ask for payment. Their CTA buttons are related to money such as “buy”, “order” or “purchase”.
A sales landing page can be a key element of any online businesses since it helps merchants to increase brand awareness, customer traffic, build sales and profit.
What should be included in the sales landing page to make it successful? - 4 crucial techniques
Here are some techniques that you can use to increase the conversion rates for your sales landing page
1. Give your customer the right reason for running this sales landing page
Why? This question is always in the customers' mind. Why do I need this? Why would I want this? Why should I care about this?. You can’t approach a stranger and talk about your products straight away, they will be doubtful and confused.
So, start with a reason - the purpose of your promotion. This is also the way that you can show respect to customers.
“People don’t buy what you do, they buy why you do it.” – Simon Sinek, author, and marketing consultant.
There are several reasons that you can choose to make your “why?”. My suggestion would be a common way to run a sales landing page which is - Holidays. Almost every Holiday gives you an excuse to run a promotion: Black Friday, Christmas, New year... and of course the upcoming Father’s day.
Don’t wait to run a promotion, take this chance, create a quick sales landing page for your businesses and give value. Opportunity doesn't wait for anybody, the faster you jump in, the better.
Here are some examples of businesses already running a sales landing page for the upcoming Father’s day.
If you are running a Shopify store, take a look at the new templates from PageFly made specifically for Father’s day.
2. Show the time limitation of the special deal on the sales landing page
According to the myth of the 8-second attention span, we safely concluded that the human’s attention span nowadays is less than a goldfish.
This information has given businesses great ideas about marketing strategies to capture customers' attention. Apply this to your sales landing page, attract traffic by creating time limitations, make people feel rushed about it, create an urgent situation upon first glance in order to push customers into making a decision quickly.
Answer this question: How many times have you decide to buy something in a second just because you see the sale time ending soon and you don’t want to miss out?
Try giving out a special offer for a special occasion on your sales landing page. And one more tip, rather than using phrases like “Buy now”, “Act fast”, or “Don’t wait”, try copy specifically for your offer like “Special promo” or “Special offer.”
Here are some examples of PageFly’s Father’s day template which uses a countdown timer on the top of the landing page
3. Use content and images that trigger emotions from customers
Douglas Van Praet, the author of Unconscious Branding: How Neuroscience Can Empower (and Inspire) Marketing, puts it perfectly, saying: “The most startling truth is we don’t even think our way to logical solutions. We feel our way to reason. Emotions are the substrate, the base layer of neural circuitry underpinning even rational deliberation. Emotions don’t hinder decisions. They constitute the foundation on which they’re made!”
Your emotion influences your decision rather than your logic. Making your sales landing page with the purpose of touching your customer’s emotion will increase your CTR. Moreover, the colors, font type, and other design elements will help a big deal in capturing interest and guiding visitors to the call to action
The circle of emotion
4. Offer a guarantee and social proof
This section is about gaining trust from customers. You have gotten their attention, their emotion but if you don't have their trust, they will probably go. This will lead to the fact that you have a high chance of failing in the final step of your AIDA marketing structure and decreasing the conversion rate on your sales landing page.
The increase of scammers on the internet today makes people afraid of online buying.
Businesses need to use techniques to convince customers that they are trustworthy. Giving money back guarantees and social proof can be the best solution that any merchant can apply on the sales landing page.
Things you should avoid when creating a Sales landing page
1. Long Headlines
The headline is the first impression when people click on your sales landing page, so you should take advantage of it. How many words you can read in 8-seconds? Instead of writing a long text, write it in a brief way that can cater your customer quickly.
Shopify’s short and simple headline
2. Multiple deals
This is a big no-no for anyone who is about to run a sales landing page. Keep just one offer per page, don’t make your customer confused and make their decision too long. This will reduce conversions immediately.
3. Too many navigation bars
Too many navigation bars will distract your visitors and they can click out right away. Remember to remove all navigation bars to prevent customers from clicking elsewhere on your site.
If you're looking for more tips and inspiration for your sales landing page, check out this post on Sales Page Template.
Easily launch your Shopify Father's day sales landing page with PageFly
One of the most popular ways to launch a sales landing page is using Shopify. It’s really easy even for non-tech users. This video below will tell you how to run a sales landing page using PageFly template. Read here if you want to know more about tips and tricks to build better Shopify landing pages with PageFly.