What is a Sales Page?

Chapter 1

What are Sales Pages?

A sales page is a standalone page created with one specific purpose in mind, to secure sales for your product. The product or service you’re selling on your page can differ depending on your industry or niche. However, the purpose of your sales page remains constant – getting visitors to convert into customers.

Sales pages are another type of landing page that is divided into two main types:

  • Long-form sales pages
  • Short-form sales pages

Both types of sales pages are designed very similar. They contain a pitch of your product that your visitors go through and decide whether they want to click the call-to-action (CTA) or not.

The only difference between a long and a short sales page is the actual length of the page.

What is a short-form sales page?

Here’s an example of a short-form sales page promoting Ramit Sethi’s “Find Your Dream Job” guide:

The page has:

  • A long headline explaining why you need to download the “Dream Job Secrets”
  • A graphic that showcases the covers and titles of the guides
  • Bullet points explaining what you’ll get once you convert on the form
  • Rami Sethi’s claim of “$10,000 in 10 minutes” followed by a short about section that lets you know what his background is — enforcing credibility
  • Visual cues directing you to the CTA button and images
  • A short lead capture form that asks for your name and email address
  • A color-contrasting CTA button with a “100% privacy. No games, No B.S., No spam” disclaimer
  • Logos of reputable publications where the author and his products have been featured

A short-form sales page is like a typical landing page and should include the same page elements. To find out more about landing pages and how to optimize them, go here.

What is a long-form sales page?

A long-form sales page is precisely what its name suggests — a lengthy page that explains what the product is in as much detail as necessary. It is also commonly referred to as a “sales letter.” The page relays all the information about the offer so the visitor can make an informed decision.

While a long-form sales page includes all the elements of a short-form sales page (i.e. a headline, form, CTA button and image), the “hero” of the page is the copy because that’s what really matters. The amount of copy makes the long-form sales page long, which is why the copy should get the most attention.

Most long-form sales pages aren’t received well by audiences and listed below are four main reasons why:

  • Most pages have horrible design
  • They have low readability
  • The copy is written in a hyped-up manner with many exclamation points and different colored texts
  • Many products or services sold via long-form sales pages are scams, which is why their credibility is always somewhat of a question mark

The Pythagorean Plan page is an excellent example of a sales page gone wrong. The overall tone of the page is a bit off, and the “Dear Friend” greeting comes across very fake:

There’s only one graphic on the page, and the scattered red font draws emphasis to various parts of the sales pitch. But, this just makes the page design look scammy.

The Amazon ad on the left-side of the page is also a big distraction and detracts from any value the page has. The page also has a myriad of navigation links on the left hand margin, which gives visitors plenty of opportunities to navigate away from the page:

However, this list of reasons shouldn’t dissuade you from creating sales pages, because long-form sales pages are successful in generating leads and sales. Noah Kagan’s AppSumo long-form sales page is proof of that:

Creating an effective conversion-worthy long-form sales page is possible. All you need to do is include the right page elements. The ConversionXL agency sales page is the perfect example of what a long-form sales page should look like:

Above the fold, the page has a simple, to-the-point headline, customer badges, and a short 2-minute video you can watch.

When you scroll below the fold you see the concise break-up of the services the agency offers:

Further down, the copy and the images on the page explain what the agency does for you as the client. Some points are even designed in a hidden drop down menu, so only visitors who are interested in finding out about a certain point choose to view it.

The page also has three strategically placed lead capture forms asking the visitor information at the right points:

Another useful element ConversionXL uses is the “sticky” navigation links in the header that scroll with you as you move up and down the page. This feature makes it easy for you to navigate on the long page:

As you can see from ConversionXL, a long-form sales page can work for your product if you know how to strike the right balance of copy and design elements on the page.

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