 Why some sales pages convert better than others? Hey, do you have some sales pages? And maybe you're not getting the response that you want. In this video, I'm gonna show you, and I'm gonna give you examples of sales pages, what they did right and what they did wrong. Now, I also wanna share with you kind of an embarrassing story about me and running ads and losing a lot of money because I didn't understand this sales page thing. So I wanna share with you what I did wrong so that you don't make the same mistake and we're starting right now. Hey, I'm JR Fisher. Thanks for coming to my channel. Thanks for watching this video. I really appreciate it. If you haven't subscribed yet, please do so now. Hit that big subscribe button and when you hit the subscribe button, a bell will pop up, ring the bell, turn on all bell notifications so that you know when I do a new video, you join the Fisher family, the VIP group that gets notified. Now, I've sold millions of dollars of both digital and physical products online and I've learned a lot along the way. So this channel is really for you so that you can learn what to do online and actually make money. Now, I made a huge mistake by running ads years ago and I do wanna share that story with you but I also wanna show you some pages right now that work and don't work and the reasons and also I wanna share that story with you because I don't want you to make the same mistake I did. I made a terrible mistake and it ended up costing me thousands of dollars of lost ad money and I don't want this to happen to you so I am gonna share that with you at the end but let's check out some of these pages first off. This first one is called Live Off Your Passion, okay? So let's take a look at this page here and let's look at what they did well. First off, this is a video that plays here, okay? It's really an engaging overview of the service. The copy under the Any of These Sound Familiar section empathizes with the readers, okay? Which is pretty cool. It's got a strong guarantee allow buyers to get their money back if they're not making a living doing something they love in 90 days. In the video, there's several brief case studies of people who have turned their lives around, reinforces the value of the program. There's a whole lot of detailed testimonials that boosts the credibility and there's an FAQ section with questions and answers that prospects may have about the program. There's multiple cooperative CTAs that give the prospect a number of chances to convert so they don't just have one in that video and there's a really bright call to action with a unique copy that draws readers into it. So the video auto plays, that's a problem, okay? This can be a huge annoyance to people that land on the page because if they wanna watch, they'll click play and if they're in their office scrolling through and also the video starts playing or if they're in a conversation with somebody and they're looking down at the phone, the video starts playing, that's kind of a turn off. The other thing that I noticed is the copyright is 2015. If this page is old, is the offer still good? What else is out of date? So when you have pages like this guys, you wanna change that copyright, okay? That's super important, okay? Now let's look at this other one here. This one here is the Copy Bloggers Authority Program, okay? And boy, this really stands out, I do like that. It says here, content marketing, whether as a consultant, small business owner or in-house content creator, is as tough as it was rewarding, okay? So here's what they did well. They got several CTAs driving the same action. They've got several CTAs driving the same action, work together to convince the reader to convert. They've got benefits, subheads that break up the copy and make it easily readable. They've got testimonials from real people in their respective brands and make for a persuasive addition to the sales page. Some other things I didn't necessarily like, the headline doesn't convey much of a benefit, you know, unless you consider the tiny print above the red banner to be a headline. And even then, accelerate your skills and success are really kind of vague. They don't really tell you what you're gonna do. Testimonials without photos are far less powerful than those with. So we wanna make sure we have photos in there. Remember, the more information you include about someone vouching for your business, the more credible those people become, okay, to the actual reader. So we wanna keep that in mind. Next one here, this is MOB Limitless. And let's check this one here out. This is what they did well. Headline conveys a benefit that everyone desires, the ability to escape the rat race and make more money. The rags to riches story of the creator make the secrets to his success more valuable. Bulleted benefit oriented copy conveys the reasons to buy. The CTA button copy is written in the first person. The call to action button color grabs the reader's attention. That really, really does show up there. What else we got? FAQ addresses any concerns or questions about the prospect may have about the offer. Now, the other stuff, oh my God, the cheesy stock photo, come on, that hurts the credibility of the page. Don't use those, use real photos. Testimonials, where are they? There's nobody who had these change in their lives with the product that would be making it offer a whole lot more persuasive, all right? Let's look at the diet one. Diet stuff is big. This is the renegade diet right here. What they did well. The headline takes advantage of our desire for quick results, get absolutely ripped in 60 days. You know, that's doable. It's not five days, which would be crazy. 60 day money back guarantee makes prospects more comfortable with purchasing. It's got some authority badges and they kind of show where the author has been featured. It's got bulleted copy. It makes it a whole lot easier to read. It's got case studies on there. Not only that, but the writer takes it to the next level by offering to put you in touch with them, that's really impressive. Industry experts offer praise for the book as well as giving it even more credibility. No navigation makes the sales page impossible to leave without exiting the browser or clicking the CTA. Okay, so that's all we want them to do. We just want them to do what we want them to do. Couple things I don't like. The CTA button doesn't look like a button at first glance. It's not part of a red or blue banner. The arrow, instead of pointing back to the CTA points to an image of the book itself. So you want to use visual cues to get your reader to hit your CTA button, not draw them away from it. All right, next what we got is social triggers. And this is a video here. The only thing holding you back from your first seven-finger course, what they did well. It's got a countdown timer, which you can't see here, but it plays in the video. It's close to the enrollment and it conveys scarcity. Without outbound links, this page offers no way out other than through or by exiting the window, okay? Several short case studies highlight people whose lives have been changed by the program. Got some sub headers and short paragraphs, which make a long page more easily readable. A couple of things that I didn't like, the headline doesn't convey any sort of benefit whatsoever. Nothing, okay? You got to add that. Countdown timer only appears after you scroll down the page. So if you don't scroll down the page, you're not going to know how much time remains. The page talks a lot about the author. Tell me more about what you're going to do for me, not about him, okay? Sure he has to have some credibility, but overall it's about the benefit to the end user. CTA button is a derivative of a color already used on the page, making it less likely to stand out. There's no CTAs until three quarters of the way down the page. Why not give visitors a way to convert sooner on the page? Have one above the fold. The color action button is cookie cutter instead of getting instant access or why not teach me how that would be better. All right, the next one is for AdExpresso University. They do stuff well, they really do. It has no navigation links, which means no immediate way off the page. Icons quickly convey the components of the course. CTA button is a hue and not used on the page. This is a simple benefit oriented headline. AdExpresso University makes social marketing easy. At the same time, be careful with superlatives like best. They're only effective if you can really back them up. A couple of things I didn't like. I didn't like the cartoon man. It could be swapped out for a real customer who has used AdExpresso University to improve their social marketing. CTA button is unremarkable. I mean, this is really nothing to it. All right, next what we got is video power marketing. I kind of like this one. The blue CTA button stands out on a gray background, though blue is used a few times throughout the page. When picking a CTA button color, opt for one that hasn't been used, okay? It should be the only thing on that page that color testimonials complete with full names, titles and photos are as believable as they get. The short video gives a brief overview of the benefits of purchasing. A 30 day money back guarantee makes prospects more comfortable buying and bulleted copy boost readability on this page. Couple things I think I would call out though. A navigation menu gives people a chance to leave the page. We really don't want them to do that. And you can see that at the very top there. The page leads with a high price. Show your prospects the price after you get all the benefits of buying because sometimes the price will just turn them off. Next one is by Digital Marketer. This is how to become a funnel optimization specialist. And let's see what they did well here. The headline and sub headline convey value. The buyer will learn how to become a funnel optimization specialist, creating profitable customer getting campaign. Bulleted copy makes it easy to read. Images and subheads break up the copy to make it more digestible. Visual cues like arrows point to the CTA buttons. I really like that. And you can see that right there. The FAQ section preemptively answers any questions a prospect may have about the course. And there's no navigation, which means there's no escape, right? For the prospect, no way out. What's the test? Let's think here, what else could we change? The CTA button colors are less than attention grabbing there at that grade. Called action copy is cookie cutter order now. Could be replaced with something like make me a specialist, that would be cool. The about the instructor section is missing an image. Visitors will want to know who Ryan Dice is, but without this headshot, we'll never know what it even looks like. All right, this one here is by Marie Smith. And let's see what she did well. FAQs in relevant research set the stage for persuasive page. Mentions of big brands the author has worked with like Facebook, Giver, More Authority, that always helps. Bulleted copy conveys the benefits of the purchase. You got your social share buttons will make it easier for readers to send this page to their friends. Testimonials, featuring names, titles and photos make them more believable. Couple other things that would change though, these CTA button colors are used all over the place. Thus, they're less likely to grab the prospect's attention. Remember, the rules of color theory here, if your two main hues are blue and orange, then you should pick a complimentary color for your CTA button to make it more attention-grabbing like red, purple or yellow, green, square color theme. The benefit of the headline is expressed, but it's really not clear as to what it could be. What does winning mean? Facebook updates mean what will knowing internet trends that affect my business help me do? You gotta spell it out. Next one I've got here is by Bright Peak Financial. And this one here is kind of washed out looking to me. The video does demonstrate the power of the course by combining testimonials and case studies from real customers. Social media share buttons make this page easy to pass on. The icons quickly display the benefits of the program. However, several links throughout the page give the readers the opportunity to leave. You don't want them to do that. The headline doesn't convey a benefit. I mean, what does a new way to look at money and each other mean? I don't even know what that means. The CTA button is tiny and it's the same color as many of the other elements already on the page, which means it won't stand out nearly as well. All right, I like this next one. I think it grabs your attention. This is living a language. And the CTA button colors aren't used anywhere else on the page, making them really easy to see, okay? So that stands out really good. Authority badges from HBO and critically acclaimed show Game of Thrones, along with features on big websites, align this course with well-known brands. I do like that. But there are way too many CTAs on this page, several to buy different products, one to subscribe to an email newsletter, and one that takes the visitor back to the Living Languages homepage. Pick the action you want, okay? And your prospect will take it. CTAs are very small, so they're not easily noticeable as it could be social media icons drive visitors off the sales page to the brand's Facebook and Twitter account. We don't wanna do that. The logo is clickable, adding yet another whole to an already less than airtight sales page. All right, this one here is Dr. Hyman's Eat Fat, Get Thin. Okay, so this, I kinda like that title because it's right, it opposes what we automatically think, right? Now, what they did well, the headline. It doesn't display a benefit. However, it invokes curiosity and intrigue. Forget everything else I've been told about that. Tell me more. The As Seen On section associates this off with big brands like PBS, CBS, The View and More, well-written sub-headlines, capitalized on a desire to be in the shape without working for it, Eat Fat, Get Thin. Our results presents real positive data from participants of the program, several testimonials from people who have completed the challenge, boosted the credibility. The bolded copy displays the benefits of Dr. Hyman's program and empathizes with the reader. I like the What's Included section. It offers a glimpse into the offer before we purchase. Some things I would change. The Learn More button takes visitors directly past all of the persuasive parts of the page, all the way down to the CTA. Only problem is, and you can't see that here, but only problem is they're probably not ready to buy yet. The clickable logo at the top of the page draws readers away to a different post-click landing page. We don't wanna do that. A second combating call to action in the upper right-hand corner of the page drives the visitors to Amazon or Barnes & Noble. I have no idea why they did that. Next one we've got here is Player by Keith Urban. The Urban Guitar Collection, this is interesting here. What they did well, I would say. Two-minute video introduces the benefits of the offer and interviews several satisfied customers. It's got drop-down links that allow the reader to get an inside look at the program before they buy the guitar features playlist, lesson previews, et cetera. The CTA button pops against the dull background of the page. You can see that there. I love that buy now right there. Numerous cooperative CTAs give prospects several chances to convert. Some stuff I don't like, the CTA button copy could be more compelling than buy now or order now. You could say something like make me a guitarist or make me play like Keith or something like that. The headline emphasizes free shipping but not the benefit of the program. Why not? That doesn't make sense. What will the reader become by claiming this offer? So I wanna do one more. I wanna show you this is Beachbody 21 Day Fix. They've been around so long. Beachbody is in charge of P90X and all that good stuff. What they did well, no top navigation. I mean, these people know what they're doing. There's no immediate way off the page. The photo of the creator of the program with a celebrity client aligns the offer with high profile brand. The headline lets you know what to expect from the program. Simple fitness, simple eating, fast results. There's your benefit. Several engaging videos to help the benefits of the program. Useful images give the readers an inside look into the components of the 21 Day Fix. And that 21 Days is short. And I like the way they have a 30 day money back guarantee but a 21 Day Fix. So they're saying before your guarantee's up, you know, that you're gonna have results. CTA button is big bold and its color stands out from the rest of the page. What else do I see here? Several cooperative CTA buttons give prospects more than one place to convert. The call to action is written engagingly in first person. Case studies show the positive results of what the users have experienced. Testimonials complete with photos and names at credibility to the offer. The like counter button in the upper right hand corner adds to social proof. It's got 438,000 people that like this and other social buttons that make the page shareable. Now, the downside, there are too many outbound links in the footer of this sales page. I mean, come on, don't let your prospects access your homepage about us or sitemap. They don't need any of that. And then of course, I always get back to this 2015 copyright thing makes me wonder if the offer's still available. They haven't changed that. So those are some examples of pages. And what I would do is I would look at those and I would take the good, leave the bad, and don't make the mistakes that they made, okay? What you're doing, your page. And I told you, I wanted to share with you a really embarrassing story I had. When I first started selling online, my main product was survival food. And I decided I wanted to run ads and Google kept sending me, you know, coupons and discounts to run ads. So I started running ads and I ran ads and I ran ads and I ran ads. And I don't think I ever sold anything. And I was spending probably $1,500 to $2,000 a month. And I made the one major mistake that almost everybody makes when they first start advertising online without any marketing training, which I didn't have it. And that was I ran an ad to my homepage. That's it. That's the big mistake. I ran an ad to my homepage. Now, if you're running ads or you're having people click, do not run an ad to your homepage. They don't know what to do when they get there. They get there and they go, oh, these guys got all kinds of stuff. Now, my thinking was, yeah, I've got all kinds of stuff. They're gonna click on it. They're gonna buy all kinds of stuff. They don't, they don't, it doesn't work. What you need to do is if you run an ad or you have an opt-in or whatever, it should be a page that is offering that one thing. Now, I know you may think in the back of your mind, well, if I run them to a page and I've got a case of beef and chicken and turkey and pork and I've got some, you know, freeze-dried food here and I've got some supplies here that they're bound to buy something because there's a whole bunch of stuff. They won't. It doesn't work that way. It doesn't work that way. I didn't know this and it cost me thousands of dollars. What works is advertising a particular item, one item, just one item, and when they get to that page, there's one choice and it's to buy that item. Now, what you can do is once they buy that item, it can go to another page and that page can be the thank you page that offers them another item. You can do it that way, but do not have two different offers on one page. The decisions they should be making on that page are to buy your item or opt into your program or sign up for your webinar or not. That's it, okay? So they've got two choices, do it or don't do it. Don't give them any other choices. That's my story on how I actually lost thousands of dollars running ads because I didn't know what I was doing. Don't do it, don't do it, don't do it, okay? Now, in the description, I have put a $97 course, but you can get it now absolutely free. All you gotta do is opt in and just get it, it's free. There's no credit card, there's none of that. You don't have to do any of that and you can grab this course free for a limited time. Also, if you like this video, do me a favor, put a comment below, click in that comment section there, tell me what you like, tell me what you didn't like if you didn't like it. If you have another subject matter you want me to make a video on, feel free to put that down there. Don't forget to like this video, thumbs up, right? Thumbs down, something. Don't forget to subscribe if you haven't done so already. When you subscribe, the bell will pop up. Make sure you ring the bell. Make sure you ring that bell, turn on all notifications so that you're part of the Fisher family. The VIP group that gets notified every single time I do one of these videos. You're gonna be in front of the line. You all have to wait. You'll know before anybody else knows. That's pretty cool stuff. Thank you so much for listening. Also, share your successes with me. If you've done something that's worked out and it's worked for you, share that in the comments below so other people can learn. Thank you so much for listening to this video and I'll see you in the next one. Hey, thanks for watching my video. Don't forget to subscribe to my channel and click that little bell right here so you can be notified every time I do a new video. Also, click on one of those videos there and keep watching on my channel.