Now before you jump on the assumption train, allow me to clarify what I mean by ‘sales page’ because I am not talking about your typical squeeze page or the ‘no option but to buy’ pages. You know, the ones that will more often than not automatically pop up 37 and a half more windows before they finally accept defeat.
I also want to step away from the make money online niche because the main focus here is on physical products – products that cover every niche possible. The same rules apply for anything you might promote through Clickbank, although again – these methods might not ring true for the MMO niche where OTO’s, Pop ups and massively overhyped sales copy is the norm. Worth testing though, who knows?
Normal Sales Pages
Today I wanted to talk about a normal sales page, a page that has no hype, no exaggerated claims (OK maybe a couple) and certainly no “one time offers” that vomit all over your browser when you leave, because these are the pages I make, and these are the pages that bring me a fulltime income online.
Now there are probably a hundred ‘secrets’ that may or may not help you increase conversions on your niche site or blog, but the no.1 secret of all of them is only a secret because most marketers have spent way too long in their own (WordPress) backend.
Think Like a Consumer and NOT a Marketer
This is the secret to configuring a well converting site.
The problem I see all too often when researching my competitors is that the majority of the Amazon (physical product) niche sites in existence are terribly hard to navigate, not so easy on the eyes, and seem only to be focused on the keyphrases they are clearly trying to optimize for. This is a typical example of a site built purely on the teachings of a third party – and at no stage has the owner of the site ever considered that a real person might actually visit them one day.
So how do we fix this?
The secret to good conversions is not only in the sales copy on the page, but on the attractiveness and ease of use of the site as a whole. Therefore it is imperative that we not only create optimized pages of content and surround it with longtail article content, we also create a navigation structure and main page that does not scare the visitor away, and if anything encourages them to investigate further.
What is it that I am trying to achieve?
You should ask yourself this question of every page that you build, every backlink that you create and every article that you publish because it subconsciously makes you stop and think about the purpose of each element.
To put it simply: SALES. Higher conversions and more targeted Visitors sure, but ultimately we want to make more money right?
In order to do this I need to make sure that the most popular models/brands/styles (whatever is applicable to the product you are promoting) are easily accessible, that the reviews can be easily found, and that the site as a whole invites them to click.
Don’t Throw Away Your Research!
I assume that like any diligent marketer you have already done all your homework and found the best keywords, both longtail and short tail to optimize your site for. You have also done some homework on the product itself no doubt, in which case you would have learned an awful lot about the product and how people use it, look for it, etc etc.
Don’t just make this information relevant to your SEO, make it relevant to the entire site.
Creating a sidebar Navigation is all about knowing the product, understanding what the customer wants, and learning how best to deliver it to them.
So many sites that focus on a particular product are impossible to navigate, and unless I want to buy one of a few specific models I have no choice but to leave. There is also no access to resources of any kind – and if the site is ranking, they must be there. Which brings me to…
Everyone uses article marketing, well I do and its extremely effective, but why not utilise this content as well as giving it away?
Every time I submit an article for distribution I also rewrite a version for my own sites. What this does is not only strengthen my own SEO with pages of relevant and unique content, it also adds credibility to my small niche site, so long as you give your visitors access to this category via the nav menu or sidebar of course!
Before you can even begin to start putting all the aspects of your site together you need to get back into the customers head.
You already have all the information in front of you, we have gathered it from Amazon, Market Samurai, Google, the list goes on, so take all this information and use it to build a framework.
Are you in the health and wellbeing niche? Maybe you need to have links to categories like natural remedies, herbal remedies, organic remedies, health scams, and so on. (I don’t know, I have never entered that niche!) This way your prospective buyer, if not interested in the product they are looking at, may just stay to investigate further. And not just that, imagine what that many relevant categories would do for your rankings?!
To put it simply, you want to increase click through rates and conversions,
Build a site that appeals to the market around the product, not just the product!
How Can I Apply This To My Blog?
Yes that’s all well and good Alex, but I don’t promote physical products, in fact I don’t even have a niche site. Nope, it’s just me and my blog.
If you are a blogger in any niche except the make money online one then these rules can definitely be applied to your situation. Just because you are not promoting a physical product does not mean you shouldn’t spend time understanding what the market wants, how they search for it – and where they usually go to get it. The more inviting and navigable a site, the more likely that your visitor will stick around, and you know what starts to happen when they do that!
You’d Be a Dummy Not To Test
Finally, it would be irresponsible of me not to mention the ugly bit of the equation.
As much as I would love to tell you that one particular design or element works wonders this is far from the case. The layout of your site, the options you pick for navigation, and the products/services you choose to promote front and center can all have a massive impact on your conversion rates.
The only way of ever knowing what works and what doesn’t is to test. Then once you have tested, you test some more. Only time and experience will tell you what works best, but once you find it – kudos to you, now go build another site!
Your Conversion Rate Secrets
Do you dabble with marketing your own or affiliate products? What are your high conversion rate tips? Please share them in the comments below!