How to Increase Purchases on a Sales Landing Page

When prospects arrive at your shoppable landing page, give them everything they need to make a purchase.

Landing pages rank among the digital marketer’s most important tools. They’re the destination pages on your website that you create for a particular type of traffic, such as visitors from a social media ad, email marketing message, or retargeting ad.

Each landing page has different content that’s geared toward different types of visitors. This content is designed to help visitors take the next step, such as learning more about a product or opting in to receive emails from you.

Every landing page exists to bring people into the next stage of their journey with your business. When that stage is a purchase, meaning that someone has indicated a readiness to buy, it’s time to send them to a sales landing page.

What is a sales landing page?

A sales landing page, sometimes called a shoppable landing page, is the finish line for your marketing funnel. You can create one to get your product or service into the hands of customers.

To accomplish that goal, you need an enticing description of your product or service and a call to action (CTA) that includes language like “buy” or “order.” This is a big commitment for your customer, though—the biggest you’ve asked for so far in the sales funnel—so you need to make it worth their while.

How to drive sales on your landing page

When someone arrives on your sales landing page, it’s likely that they are interested in what you’re offering. Your job is to overcome any hesitations they might have and convince them to click Buy.

With these time-tested techniques, you can give people all the reasons they need to convert.

1. Create urgency

If you have all the time in the world to do something, how quickly does it get done? Not very, according to psychologists, which is why leading companies create a sense of urgency to drive sales. When customers believe they only have a certain amount of time to buy, they’re more likely to act.

To prompt customers to act fast, try these techniques:

  • Put expiration dates on your discount codes
  • Emphasize that your sale ends soon with a countdown timer
  • Host a flash sale
  • Show items that are out of stock

And as you write copy for your sales landing page, include phrases that contribute to the sense of urgency. If you have a promotion happening for a limited time, you can use phrases like:

  • Offer expires
  • Ends soon
  • One day only
  • Last chance

If your promotion doesn’t have an end date, you can use “buy now” or “don’t miss out.”

2. Create scarcity

Scarcity can be used to create a sense of urgency. When people see fewer products available to buy, they’re less likely to debate the purchase and more likely to take action before supplies run out.

You can highlight scarcity easily by letting visitors know when your stock of an item is running low. Connect your sales page to your inventory so that when you reach a certain minimum, the page displays a message like “Only X number left in stock.”

If you have an all-in-one Marketing Platform like Mailchimp, you can also trigger automated emails whenever you run low on an item that someone has looked at. For example, “Still want that sweater? We only have a few left. Buy today so you don’t miss out!”

You can even create a sense of scarcity when supplies aren’t running low by sending a message like “That sweater you liked is flying off the shelves! Get yours before it’s too late.” or “You’ve got great taste—the sweater you viewed is one of our most popular items this week. Snag one before we run out of your size.”

You could have hundreds of that sweater in stock, but you’re still creating a sense of scarcity by highlighting the item’s popularity.

3. Add special offers and discounts

A majority of customers expect to get personalized discounts based on their purchase history. DynamicYield has found that, for more than half of customers, receiving these discounts makes for a more enjoyable email experience.

With Mailchimp, you can easily send personalized offers that link to your sales landing page. You can even send promo codes to different customer segments and connect those to the same or different sales landing pages to create a truly targeted experience.

Customers also respond to “special” promotions that are available to anyone who visits the page. You may have engaged with a campaign like this yourself—you click on an ad that offers a free trial or X% off on your first month of a subscription. On the sales page, you’ll see a CTA that asks you to “redeem your offer” or “get your free month.”

4. Add social proof

Social proof is another classic principle of marketing psychology. It operates on the idea that people will take a certain action to feel connected to their peers or a popular influencer.

Customer reviews and testimonials are popular and effective forms of social proof. Consider these statistics:

  • 84% of consumers trust online reviews as much as product recommendations
  • 87% won’t consider a business with less than 3 out of 5 stars
  • 90% read up to 10 reviews before they decide they can trust a business

Influencer and expert testimonials are also effective forms of social proof, particularly for highly specialized product types.

5. Have a unique value proposition

Your value proposition is the most important piece of copy on your landing page. It communicates 3 things:

  • How your product or service meets your customers’ needs
  • The specific benefits that it offers
  • Why you’re a better choice than your competitor

Your value proposition should appear in multiple forms on your landing page. A one-sentence version should make up your headline. Your subheading or an informational paragraph should go into a bit more detail, focusing on what you offer and why it’s unique. Emphasize those features in your main copy.

By the time your visitor gets to the CTA, they should have no doubt that your company has the best solution.

6. Create a strong call to action

Your call to action is the final push that converts visitors into customers. Again, you can’t go wrong with “Buy now,” but you can drive more conversions if you tell people what they’ll be getting by clicking on that button. For example:

  • Save money now
  • Show me my savings
  • Get started

Remember, your CTA doesn’t stand alone. Your visitors see it after they’ve viewed the rest of your value proposition. They know what they’re saving money on or what they’re getting started on—the CTA just emphasizes it.

Sell on Mailchimp’s shoppable landing page

You don’t need a full website to have a sales landing page. With Mailchimp’s domain claim service, customizable templates, and drag-and-drop builder, you can start your journey with a stand-alone shoppable landing page.

Mailchimp partnered with Square so that your customers can buy directly from your sales page. Just connect your Mailchimp account to Square and add the payment block to your landing page.

Customize your product image, description, title, and cost, then add your checkout button. The checkout button opens a form where buyers can enter their payment info—no extra pages necessary.

Promote your landing page on social media

With Mailchimp’s all-in-one Marketing Platform, you can promote your sales landing page easily on Facebook, Instagram, and Twitter. The social post builder on your marketing dashboard will take you through every step, including easily adding content and images.

Facebook and Twitter both allow you to add a hyperlink to your shoppable landing page. If you post to Instagram, you’ll need to put the link in your bio.

Send personalized messages to your audience

With Mailchimp’s tag feature and robust automation system, you can make sure that people get targeted welcome messages after they visit your sales landing page.

Your first step is to add a tag to your landing page so that every contact who subscribes to your audience on that page gets tagged automatically. The tag should describe the connection between the person and the page. You might create a new tag called “landing page contact” or use an existing tag like “responds to special offers” or “interested in women’s clothing.”

Apply that tag to your page’s subscribers on the landing page builder. Then all you have to do is go into your audience dashboard and create a welcome message that will go out every time someone subscribes to your audience via your shoppable landing page and gets that tag.

Don’t worry, you don’t have to remember all of this—Mailchimp’s how-to articles and guides will lead you through the whole process. Alternatively, if you have a paid account, you can access support chat or email and talk to a person who’s there to help.

Track your campaign’s performance

Mailchimp gives you the data you need to track the success of your marketing efforts. You’ll find information about your campaign results on your audience analytics dashboard. Through your dashboard, you can:

  • Track customer journeys from click to purchase
  • View trends in growth, audience engagement, and revenue
  • See which customers are responding to your campaigns
  • Compare your campaign’s response to those of your industry peers

Mailchimp updates your audience data in real time, so you’ll always know what’s working and how people are responding.

Person walking on path.

Lead prospects to the finish line

You put in a lot of effort to get your prospects ready to buy. Your sales landing page is the final step of that journey. It’s where you reassure people that your solution is the right one for the problem they’re trying to solve.

The best landing pages confirm what the ready-to-buy visitor already knows—that they’re making the right decision when they buy from you. Whether they’re taking advantage of a special offer or just following through on a demonstrated interest, what they see on your landing page should lead them confidently to the purchase CTA.