So, you’ve invested time in creating an awesome product, you’ve have signed up and created your profile page on AFLETE, all you need to do now is upload your product and tell your followers about it, well not quite, there is still an important hurdle to jump – your product page.
Being able to create engaging and persuasive product pages (also known as a sales page) is a crucial part of building a business online. You can have millions of followers and send them all to your product page but, if it’s not well planned and executed, you won’t get any sales.
An effective product page will do two things for you:
- Communicate the value of your product to the people who will benefit from it most
- Get you sales
…it’s as simple as that.
To help you get off to the best possible start with your product page, here are the key elements that every effective sales page has so you can start creating your own…
1. An attention grabbing headline!
The first thing you need to have on your Product Page is a headline that will capture the attention of your ideal customer.
Your aim with your headline is to convince someone who has just landed on your product page to read the rest of the description for your product.
You can try different things; a question, an outlandish statement, promise results …what we find normally works best is having a description of the what your product solves with a key benefit highlighted. You get bonus points if you can make it entertaining, here is a good one from Casey who’s plan has done really well…
Try to think about what your target customer is looking for; special weight loss diets, increasing muscle?
Then write a few ideas down in your notebook and, test them with friends and family to see what they think. Once you have got something you are happy with, you can test it with your audience to see how they respond to it.
2. A clear and detailed description
Who does your plan help and why will it get them better results than other plans?
Once you have got the reader’s attention with your captivating headline, next you want to explain who your plan is for and, what it is designed to help them achieve.
From this point on, you want to be as detailed as possible and you want to cover as many points as possible.
Try to think of the salesman analogy again, if someone has just knocked on your door, you have never met them before and you have never heard of the product. Before you’d consider handing over any money you’d want to know who the person is and what the product is, why you should trust this guy you’ve never met before and you’d want to be sure that it solves a particular challenge or problem you have.
Equally, you want to make sure you cover all of the points that the salesman would have to cover, only thing is, you have to anticipate what questions might come up as you aren’t with the customer for them to ask you directly. So when composing your description, don’t be afraid of going into detail to answer as many questions as possible.
Most importantly, you’ll need to cover…
Who you are and what skills or experience make you stand out?
- Are you a climber that is passionate about Yoga, helping other climbers become more flexible?
- Are you a personal trainer who has taught boxing for 20 years?
- Have you got an inspiring personal story that others might want to emulate?
What does your plan require?
- How long will it last?
- Does it include a diet plan?
- Does it include a workout plan?
- Is the workout the same for the duration of the plan?
- What parts of the body, if any will it focus on?
- Does your client need to have any kind of experience, skill or ability?
- Will your client need any kind of equipment?
When writing the description try and write as you would talk, make it easy to read and think about using things like headings, bullet-points, bold etc. to make it more engaging and easier to skim.
You can also try to taking things to the next level by starting off with curiosity-triggering lines like, “Are you looking for a magical diet plan to lose weight in a month”, “Do you want to get back in shape and flaunt your curves within 30 days” to give your description that extra punch.
3. Benefits are more important than features
A benefit is a reason why someone might do something and a feature is a part of the design. For example “feel stronger” is a benefit, and “this plan is a PDF with detailed pictures” is talking about features. This is a really important element to get right on your product page because people buy benefits, not features.
Yes, we agree that people often want to know what the features are but, that will often be after they have already made the emotional decision to commit to buying a particular product. For example, most people want to buy a BMW because it’s a cool car and lets others know you are successful, not really because the headlights are 10% brighter than last year’s model.
When writing your description try to keep this at the front of your mind at all times. You could start by bullet-pointing all the benefits of your plan and then writing the description to make sure you get all the benefits across.
If you are struggling to think of the benefits you can try looking at descriptions of other products to see what others have highlighted to get you started.
Once you get a little more advanced you can tie the features and the benefits of your plans together…
Feature: 4 Workouts Per Week
Benefit: So you will burn fat and tone up
Once you have come up with your list of benefits make sure you explain them throughout your description, you can also try adding them as bullet points to make sure they stand out.
You can also think about adding more benefits to choosing your plan over others, can you add in some bonuses? A call, a nutrition plan or maybe even a shout out once they have completed the plan…?
While benefits are more important than features, this doesn’t mean you shouldn’t include features in your description, you should. We are just saying that your focus should be on the benefits of your plan.
4. Proof and success stories
Many marketers say: “a sales page is incomplete without success stories”, this is often referred to as Social Proof. Having someone confirm that your plan works by providing a written or video review/ testimonial is a great way to build a buyers confidence in your product.
If you have anyone who has had some experience of your plan ask them to put together a testimonial and share it on your product page. Ideally, you want to have some pictures of them before and after they followed your advice, but just having their face is good too, as it shows they are real people.
As your product may be new, it might be hard to get testimonials for your workout but in this case, try and think creatively about what you might be able to do…
- Can you ask friends and family to try out the plan and provide a testimonial
- Do you have any past clients who have worked with you who might be happy to provide a general testimonial about your advice?
- Can you give the plan to a few of your followers for free if they commit to providing you with a testimonial once they have completed the plan?
Obviously, once people begin to buy your plan you can then begin to collect more targeted testimonials from your ideal type of client that future buyers will be able to relate to. Give it time and remember to update your page when you can.
5. A special offer
Once you have seen a few product pages, you will begin to notice that a number of them will have a special offer on for a limited time.
This is a particularly powerful thing to do for driving sales because you might be promoting a product at a time when they were not thinking about investing in a plan. In fact, they might have planned to spend the money elsewhere but if you have got a great offer, where they know they will miss out if they don’t take action today, you will be providing them with a great incentive to for buying your plan now, rather than planning on maybe buying your plan at some point in the distant future.
If you are struggling to get sales or want to give your product the best possible chance of being successful as soon as you launch it. Invest some time in testing a special offer. Your offer can be anything that adds value in exchange for taking it up now, don’t limit your ideas to simply reducing the price.
For example, if someone buys today maybe you can offer a free Skype consultation to get them started, or maybe you will ship them some resistance bands or even a trip to the cinema!
…just be creative and make sure it is inline with what your customers goals, so no ICE CREAM!
5. Structure and design
Once you know what you want to say about your product and have written it, spell checked it and, spell checked it again, the next step is to think about the structure and design.
Ideally, you want to break the page down into focused paragraphs with headings that make it easy for someone who is skimming the page to find what they are looking for.
As an overall guide for structuring your product description you can try whatever you think your customers will respond to best, but most commonly sales pages follow this structure:
- Description of who the product is for
- Why you are the best person to deliver this product
- The benefits of the product
- The features of the product
- Social Proof & Testimonials
- The offer
Once you have added your text to your Aflete product page you can highlight some keywords or phrases using various formatting options like: Bold, Italic and Underline. You can also use bullet points and change the colour of the text, which is really useful for making key information stand out to people who are skimming the page.
One more thing…
At this point, if you have added all the elements above you will have a pretty convincing sales page ready to make live but there is one more thing you should know about making the perfect product page…
You need to keep testing.
Creating an awesome sales page is something that highly skilled copywriters get paid serious money to write and they won’t write them once. Sales pages are often tested time and time again with minor changes made each time to try and get every sale possible. Try to think of it as a door to door salesman who tries a different sales pitch each time he or she talks to a potential customer. They will try lots of different ideas until they find the perfect irresistible pitch.
What we have given you in this article is the foundations to any good product page but, there is always room for improvement based on what your community want. This means you should always be testing new ideas on your product page until you have found the ideal combination of structure, headline, images, description and benefits that appeal to your customers.
So the quicker you get started, the quicker you will get to that perfect page, best of luck!