How to convince visitors to buy on the web
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Wes Bos is a web developer and writer, who achieved great success with his book Sublime Textbook.
The website sublimetextbook.com is designed for persuasion, and generated about $80K revenue in 3 Months.
This articles tries to unveil the story behind this success.
The other day, reading about
profitable side-projects on Hacker News,
one comment caught my attention.
Curious, I visited the website and
discovered an extremely well executed
Wes Bos, its creator,
actually applies many professional sales techniques
on the page.
I reached out to Wes,
and asked about his conversion rates.
"It's about 3-4% right now - which is great. I'm going to try more things to increase that."
When we applied the techniques shown in these slides
for our client, smoall.com they experienced a
in the performance of their landing page
We also increased sales conversions amongst non-bounce visitors at coworkinghandbook.com from 5% to 32%
Let's put ourselves in a prospect's shoes
and have a look.
In case you're too busy to read the next 30 slides,
here are the key take-aways
Get in touch if you need any help :)
It all starts with
You're not being sold a book.
You're getting extra skills, and time for yourself.
The headline explains the
solved by this product.
Feeling this pain? You may want to read more.
This short text connects the dots.
Notice the thoughtful use of bold text
highlighting the key ideas for quick scan.
The button is prominent
and its message is straightforward.
The site is
People buy products and services that solve a problem they have.
Clearly stating the problem qualifies your audience.
of your solution.
Features by themselves are pointless.
This is the way sales work.
Scroll down. Next thing you see:
Testimonials by reputable people.
This is one of the six principles from Robert Cialdini's
theory of influence.
At this stage,
you know that this product
You're ready to hear about the features!
before diving in the details,
you're reassured that it's a
Then the features list is
You should find what you're looking for.
You may have a taste, no strings attached
This is to
of the solution.
Features listing and preview is
for each component
of the offer.
You should be
The two packages are
Actually, there's a third package
at the bottom,
suited at a less common segment.
provide extra opportunities to sell.
The next tool used is
A time-limited discount is available.
Scarcity encourages prospects to act early and buy before the discount is withdrawn.
reinforces the social proof.
Wes told me this single change definitely
Because you committed to
clicking on the yellow buttons ealier (download free sample),
You're more likely continue that commitment
and click again on buttons that look the same
without realizing it..
You may need more convincing,
and Wes will have you
He lets you
measure the benefits and
compute the break-even, based on
More than a plain introduction,
this demonstrates the seller's
FAQ is here to
give extra practical details, and
you may still have.
Social sharing has not been mentioned until now because this page's
Even here is it not very prominent.
Sharing can be done after the sale is concluded.
The disclaimer at the bottom
not only shows the
of the author, it's also
an extra social proof.
This is a great conclusion because
while it repeats the value proposition,
Read these to learn more about sales and pricing:
Disclosure: I'm not affiliated with any of the people and companies mentioned in this list.
We're Mango Information Systems, a Belgian company using data to help businesses sell more online.
Have a look at our website conversion rate optimization offers.
There's always room for improvement.