 Tweaking Your Sales Page Design For Higher Conversion Rates
If you have a terrible looking sales page then prepare to be smacked across the face with a soggy fish because this article is going to blow you away with three of my closely-held and best kept design secrets of all time.
One thing I would firstly like to start off with is the fact that many people don’t realize that their sales page is there to “sell”, that’s why it’s called a sales page. I know it’s ironic, but many people fail to see the selling purpose behind the old fashioned sales page. It is solely there to sell your visitor a product or service, not make them vomit all over their computer screen as a result of overwhelming ugliness.
Additionally, I’ve been seeing a lot of sales pages lately that are downright hideous. So I’ve written this article in an attempt to somewhat soften the emerging trend of the ‘Ugly Sales Page Syndrome’.
What follows are some tips on improving your sales page design in order to increase your sales and conversion rates. If you find this article somewhat offensive or helpful then don’t be afraid to leave a comment, it is much appreciated.
Font
Your font is an important aspect of your sales page design and it shouldn’t be overlooked. If you whip-up a crazy excuse for a website with outrageous fonts in all different sizes then you can expect to watch your visitors run away like headless chickens.
Nevertheless, you should only ever use a maximum of three different fonts. I would suggest using a dark red and bolded Verdana font for your headlines and either Verdana or Arial for your main sales page content. I would highly recommend steering clear from fonts such as Times New Roman as these types of fonts are designed to be read on pieces of paper, not computer screens.
Graphical Headlines
Another little piece of design trickery that I’ve also seen emerging at a healthy rate is the use of graphical headlines.
“What on earth is a graphical headline?” you may be stupidly asking yourself.
Well a graphical headline is basically using Photoshop or Paint Shop Pro to create a headline that’s a graphic using a different font than your standard set of fonts. This is a fantastic little device because it’s unique, it allows you to customize the font in any way you wish and it also helps to prevent ‘headline blindness’. However be careful not to go overboard because your website loading may also suffer.
The Order Button
You’ve managed to get your visitor to read your entire sales page, you’ve got them to the point of painful excitement and they’re just seconds away from ordering your product… until they are completely turned off by the horrible state of your order button.
The order button is a crucial element within the online sales process which 99.999% of all internet marketers over-look, it should be sexy, inviting and disgustingly attractive.
For example, how would you feel if you walked into a teapot store one day, you were just about to buy a $1,100 teapot and just as you were about to hand over your hard earned cash the store manager slaps you in the face and says “Thank you, please come again.” You’d feel insulted and you’d probably never do business with these people ever again. The same principles apply online as they do offline. The idea is to make your visitors feel excited to be spending money, not guilty.
Feel free to download and use any of the following Order Button examples:
(Right click on images and select 'Save Image As..')
Well that just about covers everything in this article. I have only covered the tip of the sales page design ice berg and will include more articles and tips as Eat My Frog grows.
Brent I Turner is the publisher of a unique blog focusing on web design. EatMyFrog.com is not one of those typical, run-of-the-mill, boring, impersonal, blogs that you so often see cluttering up the cyberspace world of the blogosphere.
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