Your sales page is your most important tool for online marketing. It is the one piece that directly leads to a sale. Everything else is just a build up to the sales page. With out the sales page, you have no sales. The tiniest change in the conversion rate of your sales page can have dramatic effects on your profits. One way to increase your sales rate, is to use the proper graphical elements on your sales page.
There are 6 basic graphical elements you should use to enhance the conversion rate of your sales page.
They are:
1. The Header
2. Graphics for bullet points
3. Graphics for product
4. Graphics for the guarantee
5. The Pay Button
6. The Footer
The header brands your site. It can also be used as part of your personal branding, depending how you market yourself and your product. The header sets the tone of the sales letter and can do as much to draw the users attention as the headline. A great header can be the stimulus for your prospect to read your sales letter.
Graphics for bullet points separate and draw attention to features and benefits that you want your prospect to see. Even if your prospect is quickly browsing down the page, these graphical designs, usually oversized check marks, will grab the visitor's attention and cause them to stop and look.
Graphics for your product is the visual that your prospective customer has to have. A product with out some visual representation is not going to sell. Customers want to see what they are buying. Online, your buyer cannot pick up and hold the product so they must have a visual que to push them along the path to the ultimate buying decision.
Graphics for the guarantee is what draws attention to the guarantee to make sure it is not missed by the prospect. As you lead the visitor step by step through the buying process, you want to make sure their attention is properly funneled to the main selling sections of the page. The guarantee, as one of those selling sections needs a significant graphic to ensure the potential buyer realizes the guarantee alleviates his concern of risk. A guarantee medal or seal is commonly used along with an offsetting guarantee frame.
The Pay Button is the final step in the sales process. It is the call to action. It tells the potential buyer exactly what to do next. It tells the buyer: "CLICK RIGHT HERE TO BUY NOW!" A great big, in your face, can't miss this graphical button with the directions on it will make sure your visitor knows exactly what to do and where to do it.
Finally, the Footer is your last stab at the prospect. If the prospect has read down that far, he has passed your pay button by, and apparently has decided not to buy. A properly done graphic footer could be just the small nudge your potential customer needs to scroll back up and buy.
Your sales page is a selling system. It is designed section by section to slowly grab your customer and lead him to the inevitable conclusion that he has to buy. The proper graphics through out the sales page will highlight each section, each stage of the selling process, so that your prospect follows the correct path. The closer you can get the prospect to follow your sales letter's path, the easier it will be to convert your prospect to a buyer.
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