How knowing your Ideal Customer Profile can boost Sales Page Conversions
If you’re finding that your sales pages just aren’t converting to actual signups for your courses – your sales page might be the problem.
There’s lots of factors that go into what makes a sales page tick -but the most important factor is does it address what your students want to know?
Effective sales pages will show your students
– How your course can help alleviate their pain
– Offer a unique solution
– Show why YOU are the best person to offer that solution.
What’s causing problems for my target market?
The best way to find your audience’s pain points is to create a customer avatar. This is a profile that describes your target market demographically as well as psychologically. Get to know your audience and what problems they face. What solutions are they looking for?
The main areas where people struggle include:
Money – People are looking for solutions that save them money.
Time – They’re looking at faster and easier ways to do things.
Social – Everyone wants to belong.
Your audience WANTS and NEEDS your course. Don’t be shy in telling them exactly how you will make their lives better by addressing the problems they’re having and showing them how you can help.
People buy courses, books and training because they have some problem they’re facing, and the course offers a solution. There are many choices out there, but they’re looking for someone who speaks directly to their needs and offers the solution that’s perfect for them. They’re looking for the easiest way to address their pain and get to the next stage of their life.
For example, you may be a solo entrepreneur trying to get your business off the ground and you just can’t seem to figure out how to get traffic to your site. If a sales page offers you a short course that will show you how to set up funnels that will quickly and easily drive traffic to your website, you’re likely to buy what that page is offering.
So, the first step in creating your sales page is to discover these pain points and exactly how your courses provide a solution.
You can research your target market online using social media and other online sources, but the best data comes from talking to people directly. Conduct interviews or surveys, or reach out to customers one on one and they’ll tell you exactly what problems they’re facing.
Look at your product or service. If you don’t already have one, create a unique value proposition. This statement explains specifically how your product offers value to the customer. Starting from your product, what problem does it solve? How does this line up with what you know about your market?
Highlighting pain points on your Course Sales Page
Once you understand the challenges your audience members are facing, you need to make this the key point of your sales page. Its purpose is to show people how your course uniquely solves this problem.
Ways to do this include:
- Making it part of the headline. The headline gets people’s attention. It determines whether someone will read on or not. Lead by addressing this pain.
- Emphasizing the benefits more than the features. Rather than just telling people your products’ specs, show how each of the features contributes to solving the person’s problem.
- Be specific. Cite precise numbers whenever possible. Tell people how much they can expect to learn and how long it will take.
- Provide social proof. Put testimonials on your sales page from others who’ve used your product or service and can vouch for it.
A great deal goes into creating a sales page, but this is the most fundamental determiner of success. Get to know your audience and provide a solution to their problems, and you’ll see conversions.
If you’ve got a sales page that isn’t getting the results you want, why not book in a Sales Page Review and find out why.
Want to know more about how a Sales Page Review works? Find out here.