Creating a Sales Page
The sales page is designed to persuade the site visitor to take a specific action: make a purchase. Sales pages come in many forms, but most digital marketing campaigns require one of two types of sales page:
Sales letter: You can sell services, information products, and even physical products using a sales letter. For decades, marketers have crafted long-form text and video pitches aiming to persuade the prospective customer to buy. Sales letters are typically very long. A person reading a sales letter is deciding to buy and should therefore receive as much information as possible. The sales letter should demonstrate why the product or service on the sales page provides value, as well as help to overcome any last-minute objections the person may have. These objectives usually result in a lot of copy. Figure 7-2 shows an excerpt of a DigitalMarketer sales letter landing page for one of our products.
Product detail page: Unique to e-commerce businesses, the product detail page is a staple landing page for the digital marketer selling physical products and, in rarer cases, information products or services. Figure 7-3 pictures a classic product detail page from retailer, Crate & Barrel. This product detail page includes everything the prospect needs to make a purchase decision:
Product name: The product name is descriptive and specific about what is being offered.
Call to action: The“ Add to Cart” button is easy to find.
Product price: The price is in an intuitive location and is shown side by side with the suggested price.
Product images / video: Multiple, high-quality photographs of the product showing everything you’ ll receive.
Product description: Product description including the overview, details, and dimensions of the product.
Quantity option: The capability to select more than one product.
Product reviews: Easy to locate reviews from previous customers who have purchased the product.
Wish list: The capability to add the product to a list to be purchased later. Crate & Barrel’ s call to action for this feature is“ Add to Registry” and“ Add to Favorites.”
Social media buttons: The capability to share the product page on social sites like Facebook and Pinterest.
Shipping information: Shipping information is easy to locate and the policy is