Sales conversion is as much about what you say as it is about how you present it to your viewers. In many cases, even screwy, unprofessional sales copy can be saved by an elegantly strategic and useful design that just builds interest and converts visitors into buyers more easily.
With that, here are some vitally important site design tips that will maximize your chances of converting sales page visitors into buyers.
1. Keep the ‘F’ in Mind
What do we mean by F? Well, the F represents the shape of reader viewing patterns over hundreds or even thousands of eyeball studies conducted over the years about how people typically view web pages when they first visit them. The F shape is the rough eyeball tracking heat map shape of how eyeballs pass over your pages content.
The F has enormous placement importance for your most important content, and you should always be sure to put this content in exactly the place where people are most likely to look in the first 10 to 20 seconds (some studies say even less, between 5 and 10) that you have to capture their attention when they land on your page. In the case of video content, it should be top dead center or right in the very visible middle of a page that doesn’t scroll downward. At a most basic level, your most important content of any kind should at least be well above the fold on your page, before scrolling becomes necessary.
2. Get to the Point as Quickly as Possible
Once again we return to the vitally important detail of catching attention in a matter of seconds. Because your viewers are going to want to know at least the enticing basics of what you have to offer them within just a few seconds, you need to state it or show it as quickly as possible.
3. Mobile-Friendly Design
Mobile based browsing, be it from smartphones, tablets or even e-readers is increasing at an enormous rate. As of 2012, 65% of the U.S public regularly accesses the web through their smartphones and 30% of those people browse the internet exclusively through mobile devices. This is just the U.S. we’re talking about; in other countries that never developed a thoroughly established Desktop or Laptop market due to price actually use mobile internet access even more than the West. Worldwide as of today, there are over 1.4 billion mobile subscribers using phones that can reach the web over 3G, WiFi or 4G networks.
What all these numbers mean for you is that your site absolutely has to be mobile friendly. You can do this either by creating a web design that is so simple that its regular version is naturally mobile screen compliant or by creating a separate mobile sub domain to which your normal site will automatically redirect when a visitor comes to it from their phone or tablet (however, always offer the option of going to either site as a visible link).
4. Utilize a Highly Flexible Design Platform
Web standards and trends change frequently and you need to be able to respond to these shifts in consumer preference. Because of this your best bet for long term ability to create highly converting features as quickly as possible is to base your site off an pre-existing CMS (Content Management System) platform like WordPress, Drupal or Joomla. OF these WordPress is probably the most popular, useful and the easiest to use for most sales website needs.
By creating your site over top of a downloadable WordPress platform, you can change its appearance, add or subtract pages and add all sorts of special tools and features very quickly and with nearly no technical expertise. Best of all, WP sites are already designed with clean W3C compliant code that naturally helps improve SEO. Of course, in addition to that, you can use several different WordPress plugins to further modify your site design with even more in-depth optimization tactics.
If you want to create a highly converting, clean and well optimized sales landing page that simply works every time because it’s built over a professionally build site operation framework, then go with the WordPress CMS. In fact, most hosting providers offer the download as a nearly instantly configurable control panel download for your domain.
5. Break down and Balance Content with Call to Action Buttons, Images and Spaced Text
Don’t let your viewers suffer the boredom of a monotonous and long load of text copy on your page; instead, offer them a well balanced mix of text that’s been broken down into compact, easily digestible paragraphs that are well spaced and broken apart after every few by sub headers. Into this mix you should also toss occasional images that have relevance to your sales pitch and insert call to action or sales buttons at regular, strategic intervals; by strategic we mean that you should carefully place each button right after you’ve made a particularly important selling point in your copy. This will make a nice reminder to your customer that they can buy into the exciting offer benefits you’ve just explained “right now!” instead of waiting even longer.
In any case, by breaking down your long dose of copy into evenly balanced alternating media and escapes, you’ll at least be making your readers less likely to get bored while offering them content in a way that doesn’t seem nearly so difficult to digest.