- A sales page
- A payment processing page
- A thank you / download / order fulfillment page
Let’s take a look at each of these pages:
1) The sales page.
This is a carefully constructed web page which gives your visitor two options: either buy your product or leave. Obviously you must do everything in your power to stop your visitor from leaving without buying, and this is where a few sales page basics come into play... Use each of these features in the order they are presented:
~The headline.
You need to state a compelling and powerful benefit your customer will receive from owning your product.
~The introduction.
Your introduction should explain the problems facing your customers that your product will solve. You do not mention your product at this point, all you are doing is making your customer feel comfortable because you know and understand their problem and their pain.
~The lead-in to your product.
At this point you need to introduce your product. This takes two forms, the first being a visual representation of your product and the second a description of your product and how it solves the problems you outlined earlier.
The visual representation is particularly important if you are selling an e-product (an intangible product that your customer will download onto their computer). The visual representation could be a picture created to look like a physical book or the box that a physical software product would be packaged in.
~Customer testimonials.
Customer testimonials are a very potent motivator to somebody who is unsure about your product or service. After you have introduced your product or service you need to display any testimonials you might have from your satisfied customers.
To start with you won't have any testimonials leaving you with two options:
- The obvious... Don't include a customer testimonial section.
- Advertise free copies of your product in exchange for testimonials.
~Benefits.
An important part of your sales page is a list of benefits explaining how your customer will benefit from owning your product. These benefits will create the desire for your product.
~The call to action.
In this section you will ask your customer to buy your product. You may wish to include a few free bonuses to make your customer feel they are getting a good deal. You might also wish to include some kind of deadline which could motivate an undecided customer to purchase; the thought of loosing out could just tip the balance in your favor.
~Your Guarantee.
People are very nervous about buying on the internet, so offering a guarantee will put them at rest.
~The Summary.
This is last part of your sales page and where you summarize your offer. You need to state your major benefit once more and ask the customer to buy.
2) The payment processing page
In nearly all cases you have little control over the design of the payment processing page you use. It largely depends on how you process payments for your product or service.
Most payment processors (and all third party payment processors like PayPal, ClickBank etc.) have their own processing pages. You would be given a code to use on your sales page and when a customer clicks the payment button they will be automatically taken to the third party payment processor's page.
3) The thank you / download / order fulfillment page
As soon as your customer's purchase has been verified they will be forwarded to your order fulfillment page. If your customer has never purchased anything online before, it is quite possible this was a traumatic experience. To put their mind at rest and to complete the transaction, your order fulfillment page should:
~Put your customers at ease
It is vital that you inform your customer that their payment has been verified before giving them any other information. Tell them what to expect on their credit/debit card statement.
~Describe how your customer's order will be fulfilled
Explain to your customer, in detail, exactly how their order is going to be fulfilled.
For offline fulfillment, explain when their purchase is going to be shipped, how it is going to be shipped, and when they can expect delivery.
For online fulfillment, you need to explain how they can download their product. If you have used a compression tool, explain how they can uncompress (unzip) their product. If you have used a special medium for viewing your product, explain what your customer needs to do in order to view you product, for example most e-books are created as a PDF file and so Adobe Acrobat is needed in order to view them.
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