I love sales page optimization.
Creating the product is the tough (and often tedious) bit. Meanwhile, optimizing your sales page to boost income offers instant results and can be fun and rewarding. This is coming from someone who knew literally nothing about sales page optimization just a few months ago.
In this post I want to cut through all the fluff and recommend two simple changes you can make to your sales page to boost your conversion rates dramatically. I have tried both of these to good effect in recent weeks and want to share my success with you!
A Word of Warning About Split Testing
First of all, ensure that the result of every experiment you carry out on your sales page is determined by split testing. If you are unfamiliar with the process then check out this post.
Now you may have heard people waxing lyrical about split testing and for the most part it is a fantastic means of improving conversion rates on your site. However, what you don’t read very often is the “dark side” of split testing.
To put it simply, every time you start a new experiment you are running the risk of conversions dropping dramatically. This has happened to me on a couple of occasions and my sales have suffered (albeit temporarily) because of it.
So remember this: conversion rates can drop as well as increase. Keep a close eye on your split tests in their first few days to make sure that conversion rates don’t drop dramatically. If you’re carrying out a particularly risky experiment then expose it to just a fraction of your visitors. If things seem on a pretty even keel then let the experiment run its course.
2 Simple Ways to Boost Sales Page Conversions
I have listed these two methods in order of (a) time required and (b) their potential effect. Although there are a huge variety of adjustments you can make to a sales page to boost sales, I consider these to be big difference makers.
1. Adjust Your Price
Few adjustments are easier than simply changing the price of your product and it can make a huge difference.
When I pre-launched my freelance writing guide I offered it at half price: $23. Relative to the size of my pre-launch list, it sold like hotcakes — some 40% of people made a purchase within the three day pre-launch period. But come launch day, the sales were hugely subdued. My full $47 price wasn’t so palatable.
I largely overlooked this for a few months but finally started split testing the price a few weeks ago. What I found was that by reducing the price I could actually increase overall sales. It may initially seem counter intuitive, but a reduction in price attracted a higher number of customers which boosted my overall sales.
However, reducing your price may not be the answer for you — the reverse could have a positive effect. You can test big changes in price (such as from $47 to $23) or just little adjustments (such as $47 to $49.99) to see if it has a minor psychological effect on your customers.
I now offer the base version of my guide for just $19.99 and am benefiting for it — sales are up over 20% compared to the previous price points. And although price had a big part to play in that, there is something else at play too…
2. Add Options
I always had it in my mind to offer multiple versions of my guide, but I didn’t get around to doing it immediately. It was this fantastic article that eventually galvanized me into action.
When dealing with multiple price points a lot of psychology comes into play. Consider this as an example: in offering three versions of my guide, I expect the vast majority of people to purchase the mid-range offering. The three price points are as follows:
The mid-range model is only ten bucks more than the base model but includes a bunch of video interviews and five exclusive articles. The top range model is far more expensive but offers an hour of consulting with me.
Editor’s Note: This technique is called ‘Decoy Pricing’ or ‘Price Bracketing’. For more information on pricing check out this article on Pricing: Psychological Mind Games That Stores Play
In offering these three price points I am trying to shape the buyers’ thinking process into something like the following:
$129.99 is way too much, but the mid-range offering is only ten bucks more so I’ll go for that.
The first and third price points give context to the second and make it easier for the customer to contextualize and justify their buying decision. In reality I want them to buy the second option — the first and third are to help them make their decision. And for the most part, people do make that decision: over the past 7 days, 84% of my sales have come from that mid-range price point.
The Sky is the Limit
I want to make it clear that I am literally skimming the surface in terms of sales page optimization here. Having said that, the two changes recommended above alone made a big difference to my sales.
I will continue to tweak and test my sales page for the foreseeable future and may well publish my findings down the line. But in the meantime, what are you waiting for? You have the opportunity to boost your sales right now without actually creating a new product or driving more traffic to your sales page. It’s time to get testing!
This post was written by Tom Ewer, a regular contributor for MyWifeQuitHerJob.com!
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