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On our list of five top secrets to a higher conversion rate, secret number two was to make your sales page more readable. We touched on several good points, but here is a little more detail.

Make It Easy On the Eyes

Thousands of people using the web suffer from eyestrain. Studies have proven that reading performance drops sharply when people are on the internet. Don’t make it harder for them. Start by selecting a font that is large enough to read easily and has clean, simple lines. Italics may look pretty, but they are harder to read. Keep the background plain. Anything busy interferes with your ability to focus. It’s also important to use contrasting colors to help avoid eye fatigue. If your text is in a color that is in high contrast to your background color, people will be able to see it more clearly.

Make Your Page Easy To Scan

Don’t scare off your readers with a big block of intimidating text. Break it into short paragraphs with just a few sentences in each one. A nice white space between paragraphs keeps your page clean looking and gives the eyes a second to rest. Use bullets and subheadings to get their attention. Highlighting the words in different colors or using Bold letters immediately draws the eye to important areas.

Keep It Simple

Nobody likes clutter. Be ruthless when it comes to editing your sales page. Make sure every item serves a necessary purpose. Your site won’t look professional if it’s filled with too many bits and pieces. In this situation, less really is more, in most cases. Don’t use a lot of technical talk, either, unless that’s the customer you’re trying to attract. Most people don’t want to have to use a dictionary just to read a sales page.

Making your site easier to read will help build your conversion rate. There are thousands of potential customers who will simply leave if a page overwhelms their eyes. Before you finalize your page, have a completely neutral party look at it and give you their honest reaction. Remember this secret. Make it easy on the eyes and you’ll make more money.

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Having a hard time selling your products on the web? Is your conversion rate hovering in pitiable levels? Try these 5 techniques that are sure to dramatically increase your visitor-to-sales ratio.

Higher Conversion Secret 1: Win their attention. Before they can know about your offer, they must first be able to peruse your sales page. They will only get to read your sales copy and you will be triumphant in locking up their interests until the very end. You have to come up with a catchy, benefit-oriented headline that will stop them on their tracks and compel them to invest some time on your sales copy.

Higher Conversion Secret 2: Make your sales page more readable for your visitors. To accomplish this, you will have to observe the rules in writing for a web audience, which includes: making good use of negative space, avoiding the usage of jargons and technical talk, keeping sentences and paragraphs short, and making the sales copy easy to scan by using bullets and numbers as much as possible.

Higher Conversion Secret 3: Conceptualize an offer that will be hard to refuse. Even with an excellent sales copy, if your offer is junk, it will show and your visitors will know about it. Therefore, take time to come up with an offer that is amazingly loaded with so much value that your prospects will not want to miss.

Higher Conversion Secret 4: Subliminally compel them to commit. Lead your readers’ mind to eventually say yes to your offer by phrasing your sentences into questions answerable by yes. For example, rather than saying “situation A is bad,” ask “situation A will be very bad for you, right?” Instead of saying “Brand X is the better option,” ask “Doesn’t Brand X appear to be the better option?” By doing this, your audience will feel that their beliefs, their ideas, their opinion, will all be confirmed. It will be easier for you to win their trust and to win their assent once you deliver your offer.

Higher Conversion Secret 5: Make them feel involved through a series of interactive elements. Check boxes, fill in the blanks, options they can choose from, these are some of the components you can implement on your sales copy to truly involve your readers. Their involvement is important because they are the ones who will ultimately make the decision on whether or not they will purchase your product.

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Technorati Tags: brand, branding, conversion, copywriting, headline, PPC, sales, sales letter, Subliminally

Posted under Conversion Rates