Are you struggling to effectively market your online course? Do you feel you’re not reaching as many potential customers as you could be, or the leads who do land on your sales page just aren’t “getting” what you are offering? If so, it’s possible that your sales page is not optimized to its full potential.
In this post, we’ll explore five common sales page mistakes and provide practical, actionable suggestions to help you unlock the full potential of your online course so you can increase sales and help more people.
Pull up your sales page, get a cup of coffee (or my current favorite, matcha), and let’s dive in!
Mistake #1: You’re treating your sales page like an e-commerce website.
It’s important to remember that a sales page is not just a product listing, but a persuasive tool to convince potential customers to take action.
Super short sales pages are great… when you’re selling a $20 t-shirt. To sell a higher-priced online course, your potential client will need more information. You need a sales page that adequately describes the problem you are solving and how your reader will achieve their goals with your course.
On your sales page, you need to include:
- Your reader’s story – how are they struggling on the journey to achieving their goals? What have they tried? How do they feel?
- Your unique approach – how will you solve their problem and help them achieve the transformation they desire?
- Your story – how did you figure this out? Your story provides a connection point for your reader to see themselves in your journey.
- What is included in your course – what will you be walking your students through? What is your ‘method’?
- How the course will be delivered – when will they get access?
- Your guarantee – to overcome any objections so your ideal client understands there is no risk to purchase your course.
- Bonuses – to help your potential customer make a decision.
To fix this: Read through your sales page and add any sections you are missing.
Mistake #2: You’ve given readers too many ways ‘out.’
Humans are curious (and also don’t like missing out), so we will surf around clicking allll the links you’ve added just to see what else you have on your site. We also like to delay making decisions, so those links provide us with the perfect opportunity to procrastinate.
To fix this: Remove any extra links and navigation bars.
If you’re using a landing page tool (like Clickfunnels), you can easily remove the navigation by hovering over it and deleting it from your sales page.
If you are using WordPress for your sales page, our first suggestion would be to check your theme’s settings to see if there is a way to remove navigation from specific pages. If you don’t find anything in the settings, try Googling: remove navigation from single page [insert your theme’s name here].
If you’re still not able to find a solution, this is something any WordPress developer could help you with in under an hour.
Mistake #3: Your text is difficult to read with too many different typefaces and colors.
From a design perspective, this is probably the most common mistake we see (and one of the most fixable!).
Here’s an example:
Admittedly, this is a bit dramatic. It’s very hard to read. The script at the top is too small, and the two different colors of blue text make your eyes skip around looking for a place to ‘land.’
If you’re a designer, you can get more creative with both fonts and colors. However, for most of us, it’s best to keep things super simple.
We recommend using two fonts (max) for your sales page – a bold font for your headlines, and a simple, easy-to-read font for your body copy.
For colors, the text on your website should be in a dark grey or black (on a white or very light grey or taupe background). Headlines can be in different colors, but try to stay away from primary colors, as they can be jarring and hard to read on a screen.
Here’s the same example from above (left), compared with a cleaned-up version (right) with some simple changes:
See? Keeping things simple really does pay off. In the example on the right, there are only two fonts and two colors. It is much easier to scan, and your eyes feel comfortable as they read the text.
To fix this: Simplify your design.
Here are the steps to simplifying your design:
- Choosing 2 fonts max (a bold headline font and a simple body font)
- Keeping the page’s background white or very light grey/taupe
- Choosing headline colors that are easy on the eyes
- Using bolded text throughout your page to denote important items
Mistake #4: Your call-to-action buttons are unclear and blend in with your text and design.
The buttons leading to your checkout page (call-to-action buttons) are incredibly important. Without them, your potential customers may feel confused and not sure what to do next.
If your sales page’s primary color is blue, like the examples we have been using so far in this post, your buttons should not be another shade of blue, because they will blend in.
Here’s an example of a button that is lost in the page:
Your readers could easily miss this when they are scrolling through your sales page.
Instead, make the buttons clear, bold, and easy to read. Bonus points for adding credit card icons below the button to denote that this is where someone will pay.
Here’s an example of a bold, easy to read button:
To fix this: Choose a bright button color that stands out.
Not sure which color to use? Try orange, yellow, or green.
Mistake #5: Your audience isn’t clear on what you are offering.
Repeat after me: confused minds rarely take action.
It is difficult to see your sales page copy clearly when you’re so close to your product. Of course it makes sense to you, you’ve been doing this for years.
Our favorite test is what we call the “Grandma Screener.” If you shared your sales page with your grandmother, would she be able to understand your offer?
To fix this: Try the “Grandma Screener.”
Do they understand what you are offering? If not, ask them what is confusing and edit it.
Your sales page has the potential to be the driving force behind your course’s success – if you include all the right components to allow your readers to see the value of what you are offering.
Need help creating your sales page in record time?
If you would rather stay in your zone of genius, our expert Course Creation Services team specializes in creating transformational online courses for our private clients (including beautiful, custom-designed, conversion-based sales pages).
If you would like to explore partnering with our team, connect with one of our Fast Track Coaches by clicking the button below.