An increase of just one or two percent in the conversation rate on a product sales page can translate into a lot of extra cash in a company’s bank account.
So how can you set about adding those extra percentage points?
First, you have to catch your client’s attention - or your boss’s attention if you work in-house – and persuade him or her that it’s worth investing the time in a rewrite or edit.
Next, you have to pay attention to the 3 elements that will contribute the most to a page that converts better. The third of these is, I think, the hardest and the least understood. But the first two are essential too. So let’s go through them one by one.
The 1st Element: Get the structure right
Any successful sales process has a structure. This is true whether you are selling face-to-face or writing a sales letter or an online sales page. Some people might argue about this, and say that you should just hang loose and sell as if you weren’t selling at all. But they are wrong. They are mistaking lack of apparent structure for the lack of an underlying structure.