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The Science of Online Sales Pages: Building Winning Sales Pages with Less Effort

HTML clipboardThere are only a handful of elements you need to get right to make a successful online sales page.  The rest is inconsequential.

I was reviewing the top fifty online sales pages on Clickbank the other day, to answer the question:

“What do the most successful online sales pages have in common?”

After about 45 minutes of this, I was just about numb.  As it turns out, this was good.  Because in my boredom, I began to examine myself – my way of thinking.

How was I approaching the sales pages?  What did I look at?  What did I ignore?

I came to the conclusion that visitors spend less than 30 seconds on your sales page – if that even.

Prioritizing Your Sales Page Elements

But here’s the kicker:  they rarely read body text.  In order of priority, this is what readers look at on your online sales pages:

1.  Headline <h1>

Because the headline is “above the fold” and usually in larger text, it gets the first – and most – attention.  Get this right.  You can even make it longer than you might ordinarily think.  At this point, you do have the visitor’s attention.

2.  Sub-Headers <h2>

As the visitor rapidly scrolls down the page, he or she sees the <h2> sized headers.  In fact, if you phrase your subheaders right, the visitor can follow the line of the pitch down to the bottom of the sale page, without every having to read body text.

3.  Graphics

Good or bad, relevant or not, graphics catch attention.  So why not dispense with the crappy Getty and iStockPhoto images and put in something that communicates the selling message to the reader?

4.  Bulleted Text

Bullets, because of their graphic nature, attract attention.  It really doesn’t matter what kind of text comes after.

5. Bolded Body Text

6.  Underlined and Italicized Body Text

7.  Body Text

Last and very much least, your body text pretty much gets ignored.