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“My sales page isn’t converting!” How to diagnose and fix your sales page so you can make more money on autopilot

If you have a sales page that isn't making you any money, it can be difficult to diagnose the problem because the problem isn't always the actual page. 

Today, I'm breaking down the step-by-step process you need to follow to diagnose and fix a broken sales page, so you can start making more sales on autopilot. 

Prefer to watch this on YouTube? You can do that here.

Step 1: Check your conversion rate

The first thing you need to look at is the number of people seeing the page and the number of people buying your offer. This is your conversion rate. 

A conversion rate between 1 to 3% is typically considered average or acceptable. 

Anything below 2% can definitely be improved. 

And anything above 5% is good. 

The higher your conversion rate, the easier it'll be to make good money when you increase traffic to your page. 

So now you know what a good conversion rate looks like. How do you compare? 

If your conversion rate is average or even good, but you're not making enough sales, you know that you need to increase the traffic to the page or the number of people who are seeing it. 

Start sending more of your perfect fit people there and you'll see your sales increase naturally. 

If your conversion rate is low however, that's when you need to dive deeper to figure out what's causing the problem. 

It's generally one of these three things:

  1. The wrong people are seeing the page 

  2. The offer isn't what your audience want or need

  3. Your copy or messaging isn't landing. 

And don't worry, I'm going to show you how to figure out what your problem is and how to fix it. 

Step 2: Add Some Heat Mapping Software To Your Sales Page

Once you know you have a problem on your sales page, the first thing I suggest doing is adding some heat mapping software to the page. 

This can give you so many insights by tracking the actions your users take when they’e on the page. it’s invisible so they won’t know it’s there but you can gain so much data from it. 

You’ll get to see things like:

  • when people exit the page 

  • where they scroll to 

  • which sections keep their attention the longest

  • how long they stay on the page  

  • how they behave on the page. 

This can help you understand if your messaging is off, or the price isn't working, or if the offer or something else is putting them off. 

If you don't have a high number of people seeing your page, it can take a while to get good data from this, so set it up ASAP. And then just keep checking in regularly. 

Check out tools like Crazy Egg or Hot Jar. At the time of recording, Hot Jar has a free plan. That's my recommendation if you're budget conscious. 

It's so simple to install–you just need to add a snippet of HTML to your page, and then wait for the results to start rolling in. 

So what should you be looking out for once you have this installed and you start getting that data? 

Areas that cause people to leave the page are a good place to start. You'll often see this at the very top of the page and by the pricing section. But it can occur at other points of the page, especially if you have muddy messaging or anything that's not clear. 

Other things to look out for are people exiting really quickly. If they don't scroll at all and decide to leave the page, this could be because the offer isn't a great fit for them, the messaging doesn't articulate how good a fit the offer is for them, or they don't find what they were expecting on the page. 

Look at the messages that you use to drive traffic to the page like your emails, your social media posts, and see whether it sounds like the same offer. You could be driving the wrong people to click through.

Vague or cluttered language can also be really off putting as it means people have to think too hard to understand whether your offer is a good fit. 

The last thing you want to do is make your readers think too much. Otherwise, they're not going to pay attention. 

The top of your sales page to do two things:

  1. Grab the attention of your ideal customer. 

  2. Keep your ideal customer on the page so that they want to read more. 

That's the only thing that needs to do. Any copy should be clear versus clever or fluffy. So it can do both of those things with ease. And if it doesn't instantly do that you should prioritize changing this section. 

Step 3: Speak To Your Ideal Clients

The next thing I’d do to work out what's wrong with my sales page is to speak to my ideal clients. This could be people who saw the page and didn't buy, or it could be people you'd want to buy your offer in the future. 

For people who saw the page and didn't buy, ask them why and try to understand if there was anything missing, and if it was clear what the offer was. I’d also consider asking them if they can describe what they thought the offer was, without you telling them. That can help you see whether the page was clear or not, based on their answers. 

If they tell you why they didn't buy, pay attention to anything like “it was too expensive”, or “I wasn't sure what I was getting”. And be sure to ask follow up questions so you can figure out if they didn't understand the value of the offer. 

For ideal future customers who haven't yet seen the page, get them to read sections of your sales page and ask questions about it, like:

“Who do you think this offer is for based on what you've seen?” 

Or “What do you think people would get out of this offer?” 

And “Does this sound like something that would help you with X?” where X = the thing you're trying to help them with.

You could also add in other questions that give you insight into what information might be missing or confusing people. 

You don't have to wait until you have enough insights from the heat maps to start actioning this process. Install your heat maps, start interviewing your ideal customers, and then go back and check the data from your heat maps. 

You can then analyze everything together and look for patterns. Anything that comes up repeatedly could be a barrier to people buying your offer.

Step 4: Make a hypothesis for what needs to change

Now you should have an idea of any problems with your sales page, you can make a list of changes you’d like to make.

If it turns out the bulk of your page needs throwing in the trash, you can go ahead and make some drastic changes. 

But if there are just a few key things that seem to be causing problems and stopping people from buying, you could test it by making one change at a time and monitoring your heat maps and conversion rates. 

So, for example, if you identify your pricing as a key area that's putting people off, you can experiment with a new payment plan before changing anything else on the page. This will help you see what's working and what could still be improved, based on any updates to your conversion rate. 

Think of your marketing as a scientific experiment. You can only make a best guess at what's not working and try to fix it. The results should tell you if your hypothesis was right. By gradually tweaking things and monitoring the results, you can pinpoint each change to an increase in sales or a decrease in sales and know what to look for or improve in the future. 

If you want to know how to write a killer sales page that actually converts check out this post on the nine must-have components for an effective sales page. 

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