Your sales page is the entry point for customers into your business. It is the gateway that will lead potential clients to your products and services.

As an online entrepreneur who is trying to get your work out into the world, looking at your online presence, especially your sales pages, is extremely important. 

The Importance of Knowing Your Conversion Rate

Keeping track of your numbers is your best way of understanding how to set your sales pages up in a way that is going to be working for you.

You need to look at your conversation rates to know what percentage of people who visit your sales pages are moving through and taking action. You need this information so you know how your page is performing. If it’s not hitting your desired rate, you can then start to look at the different things you can do to increase your conversion rate. 

The F.A.S.T. Method

Buying is motivated by people wanting to increase or improve something in their lives. And the people who engage with you and want to avail your products and services are not necessarily in the same stage of growth. Some may only be starting in their journey, others may be way ahead but are wanting to take a different path towards reaching their goals. 

There are different stages that you want to move people through when they’re hitting your landing pages and your sales pages. You need to understand that people have different motivations that will push them to take action. And you have to build your sales approach around that.

This is what the F.A.S.T. Method is all about. I’m going to break it down and show you how you can make sure that you are progressing people through a journey and that you’re touching on different types of people as they’re coming through.

1. Feeling

Some people are emotionally motivated to take action. In most cases, these are 50% of your audience. Half of the people are going to be emotionally motivated to take action, whether that’s opting in for something and becoming a lead, or whether it’s purchasing and investing in your products and your services. 

The largest motivator is the feeling motivator. And you want to hit that 50% of people straight out the gate. You need to make sure that you are touching on the emotional side of things in the way that you are presenting your offers and your services. 

The best way to grab their attention is to enumerate the pain points that you know will resonate to them the most. For example, 

“Are you feeling burnt out? Are you constantly struggling on social media? Are you tired of DMing people on Instagram, hoping to make a sale?”

If you put similar messaging on the top of your page, it should help increase your conversion rate.

2. Assessment

The second biggest group of people that will land on your sales pages are logic driven. This group comprises about 30% of your audience. 

Again, these people want some improvement in their life and they will be looking for logic-based details that actually support that. They want to see the outlines and the step-by-step process of how everything is going to come together. And they’re going to be asking questions like, “Does this make sense? What are the inclusions? What are the results?”

The top-most section of your sales page is appealing to the emotions of your potential clients, the next section should be logic-driven and assessment-focused. 

This part should include the details of your irresistible offer so they know what they are getting. You need to outline the modules as well as the expected results. You need to really sell the total value of the offer. 

You can also include testimonials and introduce bonuses. You want to make sure that it’s super clear for your logic driven audience what it is they are getting, why it makes sense, and the result that they can expect from investing in whatever it is that you offer.

3. Scarcity

When you look at sales pages, you’ll notice that they start to lean into that fear of missing out towards the end of the page. 

As people are progressing through the page, the first 50% of people who were going to purchase based on an emotional motivation they’ve been dealt with at the top part of the page. Then we move through, we do the logic, we really spell it out for the next 30%. But then the last 20%, they’re like your fence sitters. 

These are people who are on the edge. They’ve gone through everything but they’re not quite sure how to move forward. 

This is where you want to help them to take action and move off the fence. That’s when you introduce reasons they need to take action NOW. 

You want the last 20% of your page to touch on the urgency side of things. Eg: make the offer available to the first twenty people, include time-sensitive bonuses or set a deadline. 

You’re introducing urgency while still being in integrity. It’s not like gross and sleazy marketing where people are told lies just to get them to buy. What you’re doing is incentivising those people who take action right away. 

You’re leaning in and playing with the different ways that you can touch on the urgency to help people who really know that it’s right for them.

4. Take Action

In all three scenarios, you want people to take action. As the business owner and the marketer, you need to ask yourself, what are you trying to get them to do? 

Ideally, you want to move people through all those stages, but you’re also prompting them to take action in each section. If you want to increase your conversion rate, you must introduce the need to take action as soon as possible. 

You don’t want people to be ready to take action in the first top part of the page, but then have to scroll all the way to the bottom in order to find the next steps. As much as possible, you need to make it as easy as possible for people to be able to say, “Yeah, I’m ready to do this and to take action on that next step.”

It doesn’t mean you should put a purchase form at the top. What you can do is add a call-to-action button that pulls them to the bottom of the page where your purchase form is. Make sure that you place this button or some sort of prompt as a call to action in every single stage.

Ready to Write Your Sales Page Copy That Will Increase Your Conversion Rate?

I hope that this has given you a little bit of insight as to how you could potentially be improving your own sales pages. If you want to increase your conversation rates, take a closer look at all these four areas and ask yourself what can be improved. 

Trust me, a 1-2% change in your conversion rates can massively impact the number of clients and customers that you’re getting and your bottom line in terms of the revenue that you’re actually bringing into your business.