The truth is, there is no single answer or strategy for effective sales, but when you understand the psychology of selling, you will be better equipped to develop more effective sales pages. Designing a sales page is more than the colors, fonts, and images that you use; it’s about deeply resonating with your potential customers and allowing your sales page to speak to them when you can’t be there in person.
In this article:
The Value is in the Why
Although it may seem that the more you offer, the more valuable your product or service may be, overwhelming your customers with inclusions could deter them from purchasing. Rather than focusing on the “what” (e.g. the number of lessons, downloads, or hours of work ahead), instead focus on the “why”. Remember: they buy because of their why.
Here are some psychological reasons why people buy:
- Pain: This could include physical discomfort or mental discomfort. Consider how you can address and resolve a pain point that they’re experiencing.
- Profit: This could be a monetary profit or even a non-monetary result or a revelation that can help them in their life or business.
- Popularity: As we know from influencers, many people will purchase based on social influence. This could also be with the help of influencers, affiliates, media exposure, or by use of social proof.
Consider Attention Spans
You’re not only competing with your competitors for the attention of your customers, but you’re also competing with every other source of distraction online including social media, streaming services, and apps that your customers are using. It’s crucial to take advantage of every second you have their attention.
In her book, “Attention Span”, psychologist Gloria Mark wrote that the first attention span study in 2004 showed an average attention span for screens was two and a half minutes. Another study from 2012 found it was as low as 75 seconds. The most recent study shows it's only 47 seconds.
If you only had 47 seconds to tell someone about what you're selling, what would you say?
What would be the most important points you'd want them to understand? And how would you guide them to purchase? The next time you speak with an existing or potential customer, pay attention to what piques their interest. What questions are they asking? What easy-to-understand terms can you use to illustrate your value?
Create Focus by Making Your Sales Page Digestable
If you’ve ever used a visitor recording tool like Hotjar or reviewed Google Analytics to understand the average time a visitor spends on your page, you may have noticed that people scan a page very quickly and leave. I always say that people are skiing quickly through your website, often noticing only the large things like headlines, images, bullet points, and pricing.
When designing your sales page, it’s important to draw focus and attention to the things that you want them to notice most, including the value you’ll bring to their life or business.
Things you’ll want them to focus on include:
- Compelling headlines
- Their deeply resonating “why”
- Visuals that provide context or convey a feeling
- Your offer and value-added bonuses
Additionally, making your website scrollable on both desktop and mobile devices is key to a great user experience and potentially higher conversions. Google reports that an average of 50% of traffic to a website is from mobile devices. If your sales page is too long, making it difficult to scroll on mobile devices, your visitors could miss important information or simply lose interest and leave.
Creating an effective sales page is about much more than design aesthetics; it’s about connecting with your audience on a psychological level. By focusing on the "why" behind their purchase decisions and addressing their core needs—whether it's alleviating pain, generating profit, or gaining popularity—you can create a more meaningful connection. At the same time, understanding the limitations of attention spans in our digital age means you must communicate your value swiftly and clearly. By ensuring your sales page is digestible, mobile-friendly, and strategically focused on the key elements that matter most to your audience, you’ll be well on your way to converting visitors into loyal customers.
Kajabi Expert - Afton Negrea
Afton is a Digital Strategist and has over a decade of hands-on experience with some of the biggest thought leaders online. Her gifts in design and strategy have helped her clients and students to grow profitable and influential businesses online. She believes everyone has something amazing to teach the world and is capable of becoming a thought leader in their own right - and she would love to show you how. You can learn more about Kajabi Hero, Afton Negrea on her website, https://www.aftonnegrea.com/.
This content was provided by Kajabi Expert Afton Negrea and is offered for informational and educational purposes only and not as expert advice. If you would like further information on this topic or to work with Afton Negrea, please contact them via their profile in the Kajabi Experts Directory at https://experts.kajabi.com/aftonnegrea.