If you had to get someone to hand over $2,000 just by giving them a sheet of paper, what on earth would you put on that page?
That's basically what conundrum you're faced with when creating a sales page for a high priced item.
How do you craft a single sales page effective enough to get a visitor to hand over the big bucks?
With our latest landing page remake we'll tackle this dilemma by teaching you two powerful methods for increasing conversions on your high-ticket sales page.
First, We Designed...
Here's a before & after of the sales page remake we did for antsle - a private cloud server solution - as part of our Thrive Suite customer only Christmas giveaway.
Antsle's Sales Page Before
Antsle's Sales Page After
You'll notice not much has changed besides the design.
The reason for this is because we've only half finished the sales page.
In order to really transform antsle's sales page we need more information.
The Buyer's Journey
Antsle is selling a complex, big-ticket item on their sales page. To do this effectively they need to guide their visitors through the buyer's journey.
In short, the buyer's journey is the process a potential customer goes through, from awareness of a problem, to deciding to purchase your product or service as the solution to that problem.
No matter what you are selling, the buyer's journey comes into play. In most cases, the more expensive the item, the longer and more complex the buyer's journey.
So how do you make sure your sales page effectively guides your visitor through the buyer's journey?
We'll for starters, you need to know a few things about a typical new visitor to your page. By knowing where your visitor is starting from, you'll be able to give them the exact information they need to make the decision to purchase.
A few great questions to help with this are:
In antsle's case: Has the visitor already decided they need a private hosting solution? Are they just searching for the best one? Or have they just found out private hosting is a thing and they want to know more about how it works?
In antsle's case: Are their visitors usually seasoned developers that can handle (or even relish in) technical talk about the product and it's specifications? Or are they beginners to the entire topic of self hosting and need to be guided through a non-techy breakdown about why antsle is better than other solutions.
In antsle's case: Is the burning question on most visitor's minds how many Virtual Servers can you host? Or are they more concerned with how long the whole thing takes to set up?
Get Inside Your Visitor's Head
If you're thinking: "Great, so I just need to develop mind reading powers..."
Don't worry, mind reading powers are just a few plugins away 😉
While it can seem like an incredibly daunting task to get this information from your visitors, by using the two techniques below you'll have visitor insights out the wazoo in no time.
Ask a Few Quick Questions
To do this you need to build your quiz in Thrive Quiz Builder first, then create a new lightbox in Thrive Leads.
To add a Thrive Quiz Builder quiz to a lightbox, you just need to drag a Quiz element into the lightbox and select the quiz you want to show.
The splash page (first page of the quiz) will show in the lightbox when it appears. On this first page it's a good idea to offer your visitor something of value in exchange for answering a few quick questions.
You can then set your lightbox to display on your sales page, either on exit intent or after a visitor has been on the page for a few seconds.
In the quiz make sure to ask questions that will give you information on your visitor's situation, what stage they are at, and what information is most important to them.
After the quiz has been running for a while you'll have easy to digest audience insights within the Thrive Quiz Builder reporting section.
Thrive Quiz Builder Reporting Suite (click to enlarge)
BONUS POINTS >> You can use this quiz to offer your visitors different opt in offers at the end based on their answers.
For example, in antsle's case, at the end of the quiz they could offer a beginner a Complete Step by Step Guide to Setting up Home Hosting, while offering developers a Techies Dream Guide to Servers Faster than Amazon's.
Inside the Thrive Quiz Builder editor - you can use dynamic content to change what the visitor sees on the results page. Here we are showing a 'Guide to Home Hosting' for those who answered they were a beginner.
This is an alternative results page for visitors that answer they are developers. It offers a more technical guide on how antsle works.
You can learn how to set this up by following Hanne's Thrive University course on using quizzes to boost conversions.
By capturing email addresses on the sales page you've got more of a chance of nurturing visitors though the buyer's journey. Rather than just having a sales page to get your message across, you can drip feed content through email as well.
DOUBLE EXTRA BONUS POINTS >> What if your quiz results showed more than just one type of typical visitor? Say there were around 50% beginners, and 50% developers? And say 50% clicked they were concerned with 'set up times', while the other 50% were more concerned with the 'technical details of the product'?
It becomes very difficult to create a clear targeted message when you have a few different groups in your audience. This is where segmenting your email list comes in.
Rather than trying to perfectly target all the different groups in your sales page, if you can get your visitors email address and segment them correctly, you can continue guiding them down the buyer's journey through more targeted email follow up sequences.
Using answer based tagging in Thrive Quiz Builder allows you to segment your visitors, sending tags back to your email service provider based on which answers they give in the quiz.
Send subscribers with a beginner tag only beginner level content, and send all the complex technical content out to subscribers with a developer tag. (For more details on how to use answer based tagging to deliver targeted content, watch 8.02mins of the video above.)
Take a look at this post for more information on how answer based tagging works, and how to set it up.
Don't Always Trust What Visitors Say They Want
While having all these extra visitor insights is going to be invaluable when crafting your sales page content and copy, there's an elephant in the room that we need to address.
Research suggests that up to 95% of our decision to purchase is due to our subconscious mind. This means the majority of our decision making is done outside of our logic awareness, and is based more on subconscious triggers and reactions than on conscious thought.
Where does that leave us? Throwing all logic out of the window, that's where!
While you can develop theories on how your visitor is going to react to what you put on the page, the only real way to know is to test it. Testing which version of your sales page is most effective in practice will give you solid results that outweigh any opinion or theory.
With our new plugin Thrive Optimize you can test different versions of your sales page to narrow down on what really makes your audience click.
To start an A/B test, open your sales page in Thrive Architect and click the 'create new A/B test' button.
From here you can duplicate the original page or create an entirely new page.
Click Edit Variation to go into the new variation and change what ever element you want to test. Once you're done follow the prompts to start the test. It really is that simple.
Testing big levers - like your main value proposition, layout (long form vs short form) and price points - will give you the most impactful results.
Once you're got the big stuff optimized you can zone in on smaller and smaller elements, gradually perfecting your sales page.
Where the Journey Begins
Revamping your sales page to take advantage of the buyer's journey should lead to a major boost in conversions for your high-ticket item.
The sooner you do it, the longer you get to ride that boost for. Not to mention you'll be able to continue to improve the page with subsequent tests over time.
So what are you waiting for!
All these tools are available within Thrive Suite, and even if it only results in one extra sale for you - on high-ticket items access to Thrive Suite would have already paid for itself 😉