(This is part 1 of a 2 part post)
This post was written by Lindsay Hunt, Product Manager for ClickBank
Is your pitch page perfectly optimized for conversion?
Chances are, probably not.
No website is ever perfect and there is always room for improvement. At ClickBank we constantly look for ways to improve our pages (like the order form) so they are easier to use, better designed and optimized for conversion.
Vendors often ask us what they can do to optimize conversion on their pitch pages. We recommend focusing on a few areas to find specific improvements you can make to increase sales.
Analyze your pitch page with each of the following categories in mind. We’ll cover the first four in this post and four more in part two.
1. Narrow Your Focus
The purpose of a pitch page is to sell a product. If you want to convert visitors into customers, make sure to remove all unnecessary distractions from your pitch page.
Distractions come in many forms:
- Navigation bars and sidebar links provide ways for visitors to leave your pitch page and get lost in other sections of your website.
- Social media links take visitors to external sites and they may not return.
- Advertisements also take visitors away from your site.
- Exit links in your content, even if relevant to your topic, distract visitors by taking them away from your page.
The more options visitors have to leave your page, the less focused they’ll be on purchasing your product.
Count how many ways a visitor can leave your pitch page and eliminate as many exit links (links that take visitors away from your page) as possible.
2. Call to Action
The call to action (CTA) is what you want someone to do after interacting with your page.
The main purpose of a pitch page is to sell a product. This means your CTA is a “Buy Now” button that directs visitors to ClickBank’s order form. A common mistake is to have too many CTAs on your page.
Are you asking visitors to sign up for an email newsletter or connect on social media before they even see a Buy Now button? Focus on getting visitors to take one action and make it as easy as possible for them to buy your product.
A few other tips for your CTA. Make sure it is…
- Easy to locate – Use visual cues to draw attention to it. Make sure the button stands out from the rest of your design so visitors know they can click on it. Use a button image, not a text link.
- Repeated – Give visitors multiple options to click on your CTA throughout the page so they don’t have to scroll to the very bottom.
- Specific – Pay attention to the text in your button. Is it clear what will happen once a visitor clicks on the button? If you require multiple steps and clicks before allowing them to buy, you may have fewer people reach the order form.
How many things are you asking visitors to do on your page? Is it easy to find your CTA?
Your headline is the first thing visitors see when they reach your site. It’s your opportunity to create enough interest to keep visitors reading. You have very little time to capture a person’s attention. Research shows that websites lose as many as 50% of their visitors within the first 8 seconds. If you don’t draw visitors in with your headline, they may not read anything else on your pitch page.
Make sure your headline is written in plain language that’s easy to understand. Remember that your visitors want to know what’s in it for them. Why should they keep reading? What benefits does your product offer?
Find someone who knows nothing about your product. Have them read your headline and see how well they understand the purpose of your page. Try writing 10+ headlines before picking the best.
Copywriting refers to the written content on your page including headlines, subheadlines, paragraphs and bulleted lists.
Since visitors have short attention spans, you need to make your copy easy to scan. Bullet points, lists, bold text and headlines highlight the important points so visitors can quickly get a summary of your content.
Your copywriting needs to provide enough information for visitors to make a purchase decision. Too little information and visitors won’t have enough confidence to buy. Too much information and you risk losing those who don’t have time to sort through it all.
One way to find the right balance is to focus on the features and benefits of your product.
Features describe your product and benefits tell potential customers what your product will do for them.
The iPhone has an 8MP camera, a 4 inch retina display, LTE wireless technology and 16GB of space. Those are its features.
Why should you care about the features?
The features enable you to stay connected to friends while on the go. You can capture life’s moments and easily share them. You can quickly find the answers to any question with a device that fits in your pocket.
Benefits entice you to buy a product. Features are facts about the product.
Make a list of the features and benefits of your product. Can visitors quickly scan your content to understand benefits and features? Do you describe why your product is unique?
In the next post, we’ll look at four more ways to optimize your pitch pages.