Five Conversion Killers
Does your website or sales page turn off potential buyers? If you’re practicing any of these five conversion killers then you need to fix them pronto so that you can see the sales numbers you want to see. Not much is more important than your sales page copy when it comes to converting sales.
Some might even argue that the product almost doesn’t matter. You can convert sales if you can get the sales page right, no matter what the product is. Now of course, you also have a great product, so don’t miss out on sales due to these five conversion killers.
1. Clunky Sentences
Don’t try to be clever in your word usage. Form sentences correctly in the language of your customer and you’ll see a higher conversion rate. Learning to write succinctly takes practice. The more you do it, the better you’ll become. If you aren’t good at it, consider hiring a copywriter to help.
Example: “Learning to write concisely and succinctly takes some practice.”
This sentence can say the same thing more clearly by simply taking out the redundant words. Since “concisely” and “succinctly” mean the same thing, remove one to make the sentence less clunky. The word “some” is also not needed here; it is an unnecessarily qualifier.
2. Features over Benefits
Many would-be successful entrepreneurs get caught in this trap. They love all the features of their product and can’t help but talk about them. They forget that the audience doesn’t care about the features; they care about the benefits. The audience cares about what exactly the product does for them. Describe exactly what problems your products solves and you’ll automatically convert more sales than you would if you focus on features.
3. Unanswered Questions
As you create your sales page, have a list of questions that your audience might ask and try to weave the answers into your product descriptions. Remember that your audience wants to know what’s in it for them. They want to know how your product solves their problems. You need to anticipate your audience’s objections with answers overcoming those objections throughout the sales page copy.
4. Disconnected Images
Most people are very influenced by the images that you choose to put on your sales pages and website. If you choose the wrong images, you could kill their desire to buy. Picking the right images requires you to take the time to ensure that the image accurately represents the product and the written words about the product. In addition, the colors you choose really do matter.
5. Weak CTA (Call to Action)
One of the biggest killers of conversions is the weak CTA. Your call to action is a very important component of every sales page you create – without it, there will be no sales. Your CTA should be direct, different and demanding to be effective. Finally, it should be simple to understand so that they know what to do next. Your CTA should make your audience curious enough to keep moving forward in the process, and it should be a clean and easy process to complete the transaction.
Take the time to go over your sales copy to ensure that you aren’t practicing any of these conversion killers. It only takes minor tweaks to improve conversions and it’s in your power to make these changes today.