Marketing Runs Deep: Episode 10

Are you trying to create the best sales and checkout experience possible so you can increase your conversions and sell more of your product or service? Then jump in real quick and learn how to do that right now.

Hey everybody this from Bryan Hatch, CEO, and founder of AutomateBIG and welcome to another episode of Marketing Runs Deep, where we dive into the details of what matters in your marketing so that you can make revenue grow. One of the things that happen for every business is selling a product or service online and you need to have a sales and checkout page. That's what we're going to talk about today, your sales and your checkout page experience. No matter who you are, no matter what you're selling, if you need someone to be able to buy online, you need to know what needs to happen on that page so you get it right.

So many people build a sales page and wonder why it's not converting, or they're getting very, very small conversions. And they're like, "well, I don't know what I've got to do, what do I need to change?". We're going to go through some of the steps. I want to give you a little detail. First and foremost, on your sales page, you have to be benefit-driven. In today's market, people don't want to be sold. They don't want to feel slimy that you're pushing something that they don't want. Those of us that are working to sell things that matter to people, we don't want someone to buy it that doesn't need it. That doesn't serve us or them. We want to make sure they're going through a buying experience.

So when I say sell, buy is the same thing, but what you need on that sales page, first and foremost, all over your page, you need it to be benefit-driven. I think you look at Marketing 101, there's a difference between benefits and features. A lot of people want to say, here's what you get. You get these modules, you get these trainings, you get this thing, you get this stuff and that's okay. It's important to tell people what they're going to get. But first and foremost, and what needs to be permeated throughout your entire sales page experience is the benefit to the customer. So the benefits are something that changed their life. Something that improves their life. Something makes things easier. Something that takes away some of the pain they have, some of the pressure they have. Whatever it is your product solves, that's what you want to make sure is extremely apparent. Now, there are two ways to do this. You can do this towards something or away. What I mean by that is aspirational versus pain.

A pain point driven sales page is going to say, get away from the pains, get away from the things you don't like. Get away from the problems that you're having. Get away from the stuff that's ruining your life, right? And then our product or service solves those. So it relieves you of pain. Now, 80% of people buy in that manner. And that's why more sales pages are directed in that style. Some people feel like it's too salesy or gets too pushy. But when it comes down to it, a lot of people are running away from problems. They're not going towards something they want. And as sad as that is, that's true in all the marketing that I've ever researched and done, more people trying to get away from problems than they are trying to choose to accomplish something big. For example, it's a silly example, but it's important to think of. Most people don't buy a TV because it's the brand new best. It's the curved model. It's the 20K version.

It's all this... A lot of people buy it because their old TV broke and maybe the cost of repairs is more than getting a new TV. Now there's a hybrid in between that, but there's two spectrums. There are people that are going towards something shiny, like "I want that cool thing. I want to get that. I want to be the first one to get it. I'll stand in line to get the first one." And that's 20% of the market space. The other 80% of the people that are like, my TV is fine. It might not be the best, might not be the 4k version, but it still works for me. I'm not really stressed about it, but when it breaks, then they're like, oh, I don't know. They're getting away from a problem. And then sure. At that point, they might go buy the brand new, coolest model, but they're still moving away from something that's painful that they don't like, right? So that's what's happening.

So on your sales page, you want to focus on benefits that drive one of those two points. Typically, you're not going to be aspirational and also pain point driven. You need to pick one or the other and pain points doesn't mean that you're making fun of, or being critical of your audience. That's not the case. If you're talking about pain points, you may have gone through them. I recognize what it takes to build a visual marketing business and an agency and the stresses that are involved in that. That's like a part of my life. And so to share those pain points with people that I'm trying to help like yourself with this sales and checkout page experience, I can do that very easily because I know the frustrations that you might be going through that I've had. So the benefits need to be on there. As you go through the tactics, which we're going to go in and dive into in just a second here, there are other things on sales pages that matter.

One of them is design. As silly as it is, you can have a terrible sales page that gets people to buy, but if you have one that looks good, looks professional, that's going to help. As much people will want to fight me on that, a sales page that has all the right things, but it looks like crap will not convert as good as one that looks really good, that doesn't have all the things. All the things meaning, all the tactics you need to run into. So there are benefits you need to have on there. There's a guarantee you need to have on there. There are all kinds of fun tactics you need to put on your sales page. At the end of the day, you need to make sure that people are seeing what you offer, seeing the value in it because of the benefits that they get, or the pain points they're moving away from, and that is how your sales page is going to convert.

You want to make sure that you have each of those bullet points taken care of on your sales page. Let's jump into some great examples of sales pages. Now I will say one quick caveat, just because someone else is doing it on their sales page, doesn't mean it's going to work for you. Because if somebody has a million followers and you have 10,000 followers, there's a difference in how many people are going to come to that page. Right? Your conversions might need to be better than theirs. If you miss on the tactics, then you need to make sure you're there. Okay. So let's go ahead and jump right in.

Getting right in here onto sales pages that I want you to ee as good examples, even though they might not be what you sell or how you would sell it. Just some things to learn as far as the tactics. One that features a lot of different things like, engaging headline and a button to buy. Those that are excited about purchasing can go right away and do it. They don't have to read the rest of the page. You can have a countdown timer that gives you an idea of what you have to do before a deadline. This is another tactic that's used well, and I say, you need to use it with integrity. If it's not a real deadline, you need to make it real for some reason, not a fake one, just because you're trying to get people to take action. Then your sales page gives you a visual look at what you do, which is good. And then it goes into what you get, right?

Then more of your benefit statements. So you get this brain training and then these are the reasons that your life will change and become better. There's social proof you need to see on your page, social proof that gets in and talks about why this person would recommend it. More social proof could include authority figures that show faces of people that are prominent in their industry. Then you get into some bonuses. Bonuses are another tactic that worked really well, because people like to get more than just what's necessary. It's a way to differentiate yourself.

Sometimes the value stack, depending on the price of your offer may or may not be really, really applicable or very helpful. You can have them pay in full or you can get a payment plan. That's another tactic, payment plans. You can offer pay in full and show more social proof and then show your other payment options. When you're doing it with integrity, you're going to win. 

Some people don't like the length of some sales pages, but depending on what you're selling and how much you're selling it for, it's applicable and very helpful to your audience to give them everything you possibly can to teach them. You need to make sure your sales pages look and feel like you. You just want to focus on the most critical pieces of talking about their pain points. Talk about the benefits of what they get. Talk about what they're going to get obviously, and then make it easy for them to check out.

I hope you enjoyed that session of marketing runs deep to be able to understand a little more about what you should do on your sales and checkout pages to get the best conversions you possibly can. If you want to learn how you can actually interact with me and learn how to build your pages the right way in a more interactive experience where I can actually share feedback on your pages, click this link, you can go and learn about my build it workshop series, where we actually can get together and help you right now. I know that we can do this for you. I know we can help you get better conversions on your sales and checkout pages. And this is just one small way to AutomateBIG.