For online course creators. 2 minutes read
When users visit a sales page, they will go through plenty of emotions: from a high level of motivation to spend more time on your website and to buy your online program to a high level of fear that you’re not the right person or that they won’t get results with your online program.
To help you guide the visitors through this journey, we built a template to create sales pages that convert.
But before reviewing it, keep in mind that an essential thing about a good landing page :
=> 80% about the client => 20% about the programs.
People don’t buy programs; they buy the transformation this program will enable.
As usual at ClassGrowth, we will give recommendations only for the online courses and coaching apps industry. Let’s go!
This is probably the most crucial part.
It should define the transformation one should expect by following the course.
Be brief and specific: It should be an easy to remember, short sentence.
This is the bridge to the transformation. It’s your unique value proposition.
It should explain briefly how your course will help the client reach this transformation and how it is unique.
It should remain short, but it can be a bit longer than the title. It is a short sentence articulating:
– The main problem your audience is facing – How you’re going to solve it – Which transformation the client should expect – Why your course is unique
This button should redirect to the next part of the sales page, not the payment page yet: We want the leads to read the content of the page before they see the price.
At this point, you must talk only about the client, not about your product.
You can emphasize on his fears, his problems, you have to find the top 2-3 problems they feel, and that will make them spend money on your course.
You have to be as concrete as you can:
Don’t talk about large problems like global warnings, be more specific: describe very precisely the problem that the client is facing, describe a typical situation where the client feels the problem, talk about the consequences of this problem.
Focus on the emotions this problem triggers.
This is a summary of what people will find in your course.
Here you want to be as specific as you can; people buy things when they think the product is tailored for them.
We don’t want to reach the entire world for now.
Most of the time, what the customer does at this point is making sure that the content inside the course suits well with his situation.
Also, people don’t like to pay for things they won’t use, so you need to have at least 80% of the content you show that will match the expectations of 100% of your potential customers.
The purpose of bonuses and extra-bonus is to increase the client perceived value.
We want the customer to feel he will spend his money wisely and have a lot of content. We want the customer to project the transformation that all those bonuses will enable for him.
Again, we increase the perceived value.
The customer must think, « Wow, I’ll access so many things, the course must be worth at least $XXXX.
This is one of the most important ones, because, if we’ve done our job well, the customer coming here will already feel the content of the course is perfect for him.
The question he will ask himself at this point will be: « Is this teacher good enough.»
So the 3 following parts are built to overcome this objection.
– *Description of yourself Prove that you are the right person : => You already got results for yourself/for other clients => You have a knowledge that’s hard to find => You are a pedagogue …
– *Feedbacks about yourself by somebody relevant to your audience This is like an insurance: the customer must think « Wow if this person that I respect thinks the teacher is good, it must be true »
– *Clients Feedbacks Put as much content as you can here, videos are useful if you have them.
*Compare with alternative
If you tackle a real problem for your target audience, they have probability looked for an alternative to your solution before they found out about your course:
What’s the alternative to your course people most often try? Why is your solution better? Is it cheaper? More personalized?
The alternative does not have to be another online program, it can be taking physical courses, going to a physical place etc…
This part of a sales page is powerful because people always look for the best alternative when buying something.
You must make the customer feel he takes zero risks by following the course and anticipate all his objections: you can use an FAQ here.
We want the customer to take action now: special offers are always good ways to accelerate the process.
Call to action: if you click on the link on the template page, you’ll be redirected to the payment page; the payment page can also improve the conversion rate.
You can use them for pragmatical questions « When does the course start »….
Even on the payment page, you need to convince.
We hope this short article helped you ! If you want to get recommendations to improve your marketing, feel free to request your personalised video to ClassGrowth’s team
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