Many marketers will argue that the sales page is the most important area when it comes to conversion. They will spend massive amounts of time, energy, and money getting it just right. They do everything they can, covering the major points of interest, writing killer headlines, placing the slightly enlarged Call to Action in just the right spot, and choosing the perfect images all designed to enhance their conversion rate. As well they should because these are important aspects of a sales page that converts, but what about the little things?

Where Your Focus Should Be

If you have covered all of your major bases designing and implementing your sales page yet your conversion rate is still not where you believe it should be, it may be time to focus on the little, underestimated elements that tie the bow on this pretty package and complete the transformation of your sales page, making it a conversion machine.

These five subtle yet extremely powerful tweaks may be just what you need to get keep visitors on your page and reach the kind of conversion rate numbers that you need.

Five subtle and often overlooked and underestimated elements of a sales page that help convert your traffic.

  1. Testimonials (And their placement)
  2. Graphics (Often unnoticed yet powerful and compelling)
  3. Formatting (The differences between losing and retaining a visitor’s attention)
  4. Copy (The art of showing why your product is different and unique)
  5. Empty Space (Free from distracting clutter, sometimes having less says more than all the words, images, and ads could ever say)


A Tribute to the Tried and True Testimonial

Many webmasters take testimonials for granted, not seeing them for the powerful conversion tools that they are. They will lump them together in small, plain font beneath the fold and tucked away where they are usually overlooked by a visitor who bounces away before ever getting to see them. This is little more than a waste of space.

  • Treat your testimonials with the respect they deserve and they will reward you with conversions.
  • Stop lumping testimonials in one,out of the way spot, or on a page by themselves with a hard to find link.
  • If a testimonial speaks to a specific item or topic on your sales page or any other page, place it above or below the item or topic where it can be seen.
  • Place your glowing testimonials in a well-designed box with a colored background to make it pop.
  • Carefully choose a font that stands out and compliments the text.

People respond to other people who have tried a product or service and are so pleased that they want to boast. Think about it. Have you ever dined at a restaurant because a friend, family member, or co-worker told you it was to die for? Of course, you have because we all want to have that same great experience.

Graphics: The Camouflaged Conversion Creators

Have you ever been to a website that you instantly liked and yet you could not put your finger on why? The content is good, the images are nice, and the layout is fair, but that is not why you are so attracted to the site and you know it. Whenever you come across an experience like this on a website, odds are that the answer is right under your nose, hidden in the graphics.

Subtle yet well thought out graphics on a webpage can make an ordinary page stand out. It complements the elements of the page and causes it to flow smoothly and easily on the eyes.The colors can be comforting and make us feel relaxed. A great graphics designer can create this kind of effect and yet, we may never realize it because the graphics camouflage themselves into the background.

Great Designers know the Following Tricks of the Trade…

  • When to use sharp angles and when to use smooth, caressing curves
  • Which colors excite us, which colors put us at ease, and even which colors make us hungry
  • Shapes and contours for buttons and links that are noteworthy and clickable
  • How to do all of this based upon your product, service, or even the type of targeted traffic.
  •  A great designer knows how to target traffic and audience based on product or service.

Finding Format Formulas that Work for Conversions

If anyone ever tells you that formatting is only for blog posts and articles and not for sales copy, ignore them. Nothing could be further from the truth. In fact, when it comes to sales page copy, you had better make sure you find a formula of formatting that works with the other elements of the page or you can kiss conversion goodbye. The properly tested format can make all of the difference in your conversion rate.

We have all heard how short the visitor’s attention span is when they arrive on your sales page. The content of your copy needs to be sharp and crisp, the titles and subtitles exciting, the font aggressive and inviting, and the paragraphs short and sweet. Well guess what, this is formatting at its most atavistic. The truth of the matter is that sometimes more is good and sometimes less is more. It is up to you and/or your copywriter to figure out which type of formatting works best for you and your sales page.

  • Test, and then retest and when you think you have the answer, test again.
  • Start with short yet attractive formatting and then lengthen your copy when you really get to the meat of the information the consumer needs to see.
  • Play with and test the font styles, semantic elements, bold and italics, and even font size until you get the perfect combination to which people really respond.

It is not just Great Copy… it is Unique Copy

It is often rather funny how similar sales copy is from one website to another when it comes to describing a product or service. Very often, the same exciting words are used over and over to describe a product or service. It is almost as if someone copied a bunch of descriptions from ten years ago and they are now spinning them over and over with subtle changes to keep us guessing. We suppose there are only so many ways to describe attractively a lawn chair to make you want to purchase one.

Still, most sales page copy does describe the product eloquently and rather beautifully. So what sets them apart? Why bother buying from one sales page over another? The answer is in the sales copy!

  • What does this product have that others do not?
  • What benefit does the consumer get from one that he or she cannot get from another?
  • Rather than describing the attributes of most lawn chair, describe what makes your lawn chair and company unique.
  • What can we get from your product and company that we cannot get elsewhere?

Once you have copy that relates the difference and uniqueness of your product to others, you have copy that will convert into sales. It may be time to line your niche competitor’s sale pages in a row and compare the similarities, the differences, and discover where your copy can stand out from the crowd.

Space May Well Be the Final Frontier

I do not think Captain Kirk had a sales page in mind when he said this, but the sentiment fits. How many times have you literally become part of someone’s high bounce rate because there was so much clutter on their website that you could not make heads or tails of it? The next time you find a webpage that is overwhelming in its ads, information, or images, think about your own sales page and compare them.

Too much of anything is not a good thing. This is certainly true of sale page elements. A little bit of space, however, may be just what the doctor ordered when it comes to drawing the visitor’s focus to the important elements of a page. (Like the CTA)

  • Less clutter means more attention to detail.
  • Use one image per product or images that slide or change when clicked.
  • Remember that you are not writing a book… it is copy.
  • Do you really need pop-up ads on a sales page?
  • You need space to draw attention in an organized fashion.

Not long ago, we read a post somewhere that described the perfect elements of a sales page. (According to the title) It all sounded wonderful, but by the time we reached element number 28, we were wondering on what billboard they were going to put all of these features. Do not overwhelm your traffic with too many elements such as ads, excess images, and unnecessary copy and your traffic will reward you with their complete attention. A neat, clutter free, and organized sales page creates conversions.

There is no Sales Page Genie in a Bottle

There is no secret formula to a perfect sales page. You can rub your genie lamp until the sun goes down and you will still find that you are going to have to test and retest to discover what works best for you. While you are at it, do not overlook the subtle elements like those listed above that help to make your sales page the conversion-creating machine that it can be. It starts with a little time, testing, and the little things that make life worth living, and sales pages worth reading.

Asher Elran
Co-founder at Ignitur