We all want to hear it.
The minute your red hot prospect finishes reading your sales copy. You want him to scroll to the bottom, whip out his credit card, and give you a big, fat, juicy yes.
No is a word we all hate to hear. And it started from the time we were kids.
Let's go back to childhood for a minute. Imagine you're 5 years old, playing in your room and you smell the heavenly aroma of freshly baked chocolate chip cookies. Then you run down the stairs and politely ask your Mom if you can have one.
But she looks at you with a smile and says, "Not right now, honey. Wait till after dinner."
To a 5-year-old kid, this is a nightmare scenario. Like every other kid on the planet, you don't want your Mom to say no. You want her to give you a yes.
The same is true for sales copy. But when you want prospective customers to give you a yes, you need to know what factors hinder them from moving forward. What's in their way? What roadblocks are keeping them from accepting your offer?
Today, I've got 3 things you can do to increase conversions and take your sales page from drab to fab. So, implement, test them out and see which ones work best for you.
Shorten forms to get more completions.
People reject anything that feels like work and filling out a form is work. Especially when there are too many form fields.
It may not appear to be important to you but look at it from the point of view of your customer. Imagine you're working from home with 2 kids you have to homeschool. You've got a Zoom call with your boss, dinner in the oven and a load of laundry in the washing machine. You've got 100 emails to go through and homework assignments to check. Then you take a small 10-minute break and visit a website that requires you to fill out 11 fields before you can get their offer.
Do you see what a pain that can be? It would make most prospective customers leave in a hurry and tackle one of the other items on their to-do list.
According to Google, using autofill can help customers fill out the forms on your website 30% faster.
Your customers already have enough to do. Make the process of accepting your offer as simple as possible.
Use price anchoring to present a narrow set of specific options.
Price anchoring is when you display a high price next to a lower price. Doing this makes the lower priced item seem even less expensive and gives the impression you're offering a phenomenal deal.
This is commonly done on pricing pages where packages are offered like in the example below from Trello.
Notice how they're giving customers 3 different choices. For the purpose of this demonstration, we're going to assume that most people are paying customers. So, we won't pay attention to the free option.
Do you see how the cost of the third package is almost twice as much as the second? By putting them side by side like this, it makes the cost of the middle option seem even less and makes customers feel like they're getting a much better value.
So, when most people view this, they're likely to go with the second package.
Also, pay attention to the fact that there are only 3 options. Presenting customers with too many choices causes them to feel overwhelmed, resulting in them choosing nothing.
Use the word because to give a compelling reason to act today.
In an ideal world, people would read your sales copy and be so impressed and excited that they immediately take action and accept your offer. But, this isn't an ideal world and sometimes if you want people to act you have to give them a reason.
Try using the word because along with a compelling reason.
Here's what I mean: below are a few examples of sales copy you can find across the internet.
"Come visit us in store."
"Sign up today."
Now let's add in the word because along with a compelling reason.
"Shop today because our sale ends in 24 hours."
"Come visit us in-store because we're handing out free gifts to the first 500 customers."
"Buy now because we only have 49 left."
Do you see how the word because along with a compelling reason completely transformed the copy? It turned these simple statements into powerful messages that interested customers would jump at the chance to accept.
Go from drab to fab right now.
Now, your sales page is ready to go.
Start off by shortening the form fields. Your customers don't have a lot of time on their hands. They lead busy lives full of distractions. They're constantly being pulled in a million different directions. The last thing they want to do is fill out a form requesting unnecessary information.
Then try using price anchoring like in the example we showed from Trello. But, don't go overboard and give customers too many options. Otherwise, you run the risk of customers purchasing nothing and rejecting your offer.
And don't forget to tell people why they should act by using the word because along with a compelling reason.
Need a B2B SaaS Copywriter?