Tag: sales page optimization

Sales Page Optimization: A Deep Dive into Design Strategies

Micheal O'Neill

Sales Page Optimization: A Deep Dive into Design Strategies

Ok. So let’s dive into Bonnie’s sales page. In particular, I am going to focus on the lead section.

The phrase lead originates in the newspaper industry. It was the introductory paragraph or two that hooked readers into reading the rest of the article. It is normally 150 – 300 words in length, and it is a self-contained argument as to why someone should sign up for your offer. Someone should be able to make the decision to buy or not based on the lead.

The purpose of the rest of your sales page is to provide evidence to back up the argument in your lead.

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  • 3 Elements To Inspire Your Sales Page:

    • The aesthetics are beautiful. There is lots of space. The design is simple but interesting. Most of all, it is warm and welcoming. There are some design elements out of the shot above (which you can see in the swipe file), but the simplicity of this page is a key part of its beauty. Don’t feel you need to cram lots of design features onto a sales page. Let the copy do the talking. The purpose of the design is not to get in the way.
    • I am a huge fan of positioning statements, especially when they are kept to 3. Bonnie introduces this in the “Whether you want to:” section This section should feature on every sales page. Split your perfect-fit clients into 3 categories and describe each one’s dream outcome. I especially love “Hello, curious creative”… “Hello, side hustle!”… “Hello, full-time designer” Naming your avatar categories makes it super powerful. 
    • Don’t be afraid to use language differently if it reflects your audience “​​BUILD AN ENTIRE BREATHTAKING CAREER FROM YOUR HOME.” The majority of people would have gone with “Build an entire breathtaking business from your home” As this is in such a prominent position, I am sure the word “career” is not random. It could be that Bonnie’s perfect-fit client is coming from a corporate background. It could be that for many of Bonnie’s audience, the thought of starting a business is scary, but building a career from home is less scary. Know your audience and use the language that will best resonate with them. 

    3 Elements We’d Test:

    • There is a lot of dead space in the most important part of the page – the hero. No, I am a fan of space, but you have to use your highest-traffic areas to maximum effect. It isn’t about getting rid of space it is about getting the greatest return per pixel possible. I think the hero could move the sales process on better.
    • Make your hero about your audience’s outcome. Now I have mentioned this before, sometimes when a course or membership becomes so big and well-known, the rules that apply to mere mortals no longer apply. The hero is all about the course – Immersion. There is no mention of what it can do for the reader. It could be that this course is so well known it has become a benefit in its own right, but I would definitely test including the core premise and expected transformation as a short headline and subheadline.
    • Bring your creative dreams to life. This is a little vague for me. Sure, I can understand what it means but it is not painting a picture of what my life will be like with my creative dreams come true. Headlines like – “Build Your Profitable Design Career From Home Today”. “Your Profitable Home Career Starts Today” “Start Your Dream Design Career From Home Today” may add more weight. The biggest killer of strong headlines is casting a wide audience net. The wider your target audience, the less specific you can be.

    Swipe:

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Launch Newsletter Issue #00032

Micheal O'Neill

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L – Latest News

This will change SEO and search forever!

Imagine asking your search engine “How can I get more subscribers for my membership?” and it gives you a customized marketing plan, no research, no website hopping. 

Well this may be closer than you think..

Microsoft’s Bing is getting a brain upgrade with the integration of ChatGPT. 

But beware, with this level of convenience comes the risk of ad revenue reduction and a shift in SEO optimization strategies. 

Want to know the cost of making your brand Insta-famous?

Look no further. This post breaks down the prices of influencer marketing like a menu at Olive Garden. 

From micro-influencers to celebrities, you’ll learn about the different pricing structures and global pricing tiers for each social media platform. 

Spoiler alert: It’s a lot. So grab a coffee, a calculator and a pen, it’s time to get schooled on the art of paying for influence.

LinkedIn is getting a facelift!

LinkedIn is rolling out 7 new features that will make your life easier, from improved video accessibility to post-scheduling. 

It’s like a new year make over, but for your online professional presence. 

This blog post has all the juicy details, so you can prepare yourself. 

Let’s get ready to step up our professional game.

A – A.I. For Growth

New A.I. Tools To Grow Your Online Business

Who doesn’t love a good Google Chrome extension. Here are 3 to pair with ChatGTP for even better results

WebChatGTP

Augment your ChatGPT prompts with relevant results from the web.

(Allow ChatGTP to search the internet and respond based on what it finds)

ChatGPT Prompt Genius

Discover, share, import, and use the best prompts for ChatGPT & save your chat history locally.

Search GPT Shortcut

It display the ChatGPT response alongside Google Search results

Here’s a fun bonus….

Predict 2023 with Praline AI

Choose from a few prompts and impress your audience with the best predictions for the upcoming year.

Powered by ChatGPT and some secret sauce.

U – Uplevel Ads

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What to copy:

  • Brilliant use of specificity to capture attention in the opening hook
  • The numbers “211” and “$6,418,323” are unusual and stand out
  • The opening hook also establishes authority and credibility
  • The same hook also leverages social proof
  • Any time you can combo multiple psychological triggers into one line its a big win
  • The second line establishes credibility and uniqueness. Counterintuitive or counter culture mechanisims are a great way to set up “us against them” it also works well in mature markets where people are skeptical of claims
  • Playing on the same theme – cold hard data sets this apart from other competitors teaching “theories and strategies”
  • From there they set up the conflict…. Never been easier to start an online business BUT there’s more competition. This establishes why people need to pay attention.
  • The basic premise of the ad offer is strong as it’s promising “what’s working right now”. This theme is reinforced throughout the ad. In rapidly changing niches this is always a strong offer when you have access to data
  • “highest-level coaching students” this is smart on many levels. First it sets up the authority of the results. Second it pre-sells the program that will be sold on the workshop
  • Great use of urgency throughout. The more urgency you can introduce to your ads the better:
    • …“right now”
    • …”register NOW”
    • …”annual Launch Lab”
    • …”working now”
    • …”while you still can”
  • The problem with free is that it devalues the training. If someone doesn’t value the trainingthey will be less likely to interact and participate in it. Pricing the workshop at $100 and then providing a 100% voucher increases the value proposition. This may lead to higher conversion rates and a higher show up rate. The impact of this approach will reduce over time and if the audience realize that everyone is offered a 100% discount they may start to question your integrity.
  • We have found a CTA sandwich around an in ad url increases outbound click through rates. You can see this deployed in the final 3 lines of the ad

What we’d test:

  • The ad copy above is likely targeting or retargeting a warm audience. For someone to engage with this ad they would have to know who Jeff Walker is and what problem a “launch” is a solution to. To expand the potential audience for this ad I would test both positive and negative framed hooks to position people as to the problem and solution.
  • This version of the ad had 4 video versions. 2 X 1:25 mins + 2 X 1:59. Each had slight variatios of the opening hook. For lead generation you will get better results with videos of 30 – 45 seconds. We’d test shorter videos that simply anser the questions – How are you going to help me make more money?
  • The “evil” the hero of our ad needs to overcome is “there is more competition than ever”. What’s at stake is no very high. Everyone knows this to be true. It’s true of all businesses. Using their knowledge of the challenges launchers face I would test 2-3 unique problems people face launching a course of membership.
  • Using “FREE” in the headline is always test worthy
  • Educating in your lead generation ads is always a good thing. I would test including and or teasing some of the findings. There is an opportunity to trigger curiosity, intrigue and recripriocity

N – Now Launching

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Some key takeaways

 

  • Specific and Quantifiable Results: The headline of the sales page mentions the specific number of launches that brought in a specific amount of revenue. This not only helps to establish credibility but also creates a sense of urgency by making the reader wonder what these successful launches have in common.
  • Social Proof: Mentioning that the strategies and tactics were distilled from successful launches among their highest-level coaching students serves as social proof of the effectiveness of their methods.
  • Scarcity: The use of language such as “It’s happening on January 11th and 12th, 2023” creates a sense of scarcity, making the reader feel that they need to act fast to take advantage of this opportunity.
  • Urgency: The use of phrases such as “this is what you need to know going into 2023” and “Ignore these lessons at your own peril” creates a sense of urgency, making the reader feel that they need to join the lab to avoid missing out on critical information.
  • Authority: The use of personal pronouns such as “I” and “my” helps to establish the authority of the speaker and makes the reader feel that they are learning from an expert.
  • No Fluff: The use of phrases such as “no theory here” and “no puffery or predictions” helps to establish that the lab is based on real-world, actionable strategies, rather than theoretical concepts.
  • Call to action: The page includes several clear calls to action, such as “Join me in the Launch Lab!” and “Register now” that encourage readers to take the desired action (signing up for the event).

C – Click Hunting

Uncommon Psychological Principles Used in Marketing

 

As course creators and membership site owners, you know that marketing is essential for the success of your business. But, have you ever thought about using psychological principles to make your marketing more effective? Let’s explore two powerful psychological principles that can help you increase conversions and drive sales: anchoring and idea anchoring.

 

Anchoring is the tendency for people to rely heavily on the first piece of information they receive when making a decision. This principle can be used to influence the perceived value of your course or membership site. For example, you can create a premium package with a high price point, and then offer a lower-priced package that still includes valuable content and resources. Customers will perceive the lower-priced package as a better value, even if it’s not significantly cheaper than similar offerings on the market.

 

Idea anchoring is another powerful principle that can be used to influence the amount someone is willing to pay for your course or membership site. By anchoring an idea in the customer’s mind, you can make them more willing to pay a higher price. For example, you can use testimonials or success stories to demonstrate the value of your course or membership site and show how it can help customers achieve their goals. This can create a sense of scarcity and urgency, making them more likely to invest in your offering.

 

In conclusion, anchoring and idea anchoring are two powerful psychological principles that can be used to increase conversions and drive sales for your course or membership site. By understanding and utilizing these principles, you can create more effective marketing campaigns and persuade more customers to invest in your offering.

What you do matters. 

Keep going.

The world needs you.

Micheal

 

P.S. If you like this newsletter and want to support it, you can:

1) Join the waitlist for Lead2Launch next enrollment date here: https://michealoneill.com/join-the-waitlist
2) Forward this newsletter to a friend with an invitation to subscribe right here: https://michealoneill.com/launch 

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Sales Page Optimization Techniques to Maximize Conversions

Micheal O'Neill

Sales Page Optimization Techniques to Maximize Conversions

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Brian and Scott Moran of Samcart are in the middle of a launch for a new online course using the Samcart digital content platform. 

Samcart has long been known as a popular way for digital creators to sell products and collect cash online. 

In the past 6 months, they have added the ability to host digital content for memberships and courses.

As a good online business does, they sat back and asked themselves: 

  • What is the biggest challenge facing our Perfect-Fit Client? 
  • What is the one thing which if we could solve for our Perfect-Fit Client would help them move forward?
  • What is the one thing holding our Perfect-Fit Client back 
  • What would a Perfect-Fit Client need to believe before they purchased our primary product (Samcart)?

But that isn’t why I am sharing this sales page today. 

Look at the very top of the page. There is a menu bar that lays out the format of their sales page.

Look how clear they make the thought process for their audience:

  1. The Problem with Traffic
  2. The Truth About Traffic
  3. Traffic Solutions For Creators
  4. Let Me Show You How It Works
  5. What You Get
  6. FAQ

If you want an outline for an effective sales page……. there you go.

Change just two words:

  • Traffic – what you are offering
  • Creators – who you are offering it to

….and you have an outline for the narrative of your sales page.

Sure there are other sales page elements like:

  • VSL – Video Sales Letter
  • Testimonials / Case Studies / Social Proof
  • Bonuses
  • Offer Stack
  • Call To Action
  • Guarantee 

But this is a great way to think of the journey that you want people to go on through your copy.