What Is A Good Sales Page Conversion Rate? 7 Ways To Improve Yours

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A good sales page conversion rate starts at 10%. To improve conversions, utilize social proof, enhance user experience, optimize CTAs, clarify value propositions, speed up load times, conduct A/B testing, and ensure mobile-friendliness. Tracking conversion rates helps identify trends and optimize performance.

Title

What Is A Good Sales Page Conversion Rate? 7 Ways To Improve Yours

Date

Feb 14, 2025

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Learn what a reasonable sales page conversion rate is and discover seven proven strategies for higher conversions and better results.

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Current Column

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High website conversion rates lead to higher sales, and sales pages are essential for boosting website conversion rates. But what happens when your sales page isn’t converting well? A low sales page conversion rate can keep you up at night. It’s like pouring money down the drain. You’ve done all the hard work. You built a fantastic website. You researched your target audience. You created a stellar product. You even ran ads to promote your sales page. But when you finally check your sales, you realize they’re dismally low. What’s worse? The longer you let a low sales page conversion rate fester, the worse your problem becomes.

The good news? This article will help you turn things around. We’ll discuss a reasonable sales page conversion rate, “why you should care,” and how to improve yours with tools like testimonial software.

What Is Sales Page Conversion Rate?

A sales page conversion rate—sometimes called a landing page conversion rate—is a fancy way of measuring how well your page convinces visitors to take action. That action could be anything from signing up for a newsletter, downloading a free resource, filling out a form, or purchasing.

Think of it this way: If 100 people visit your sales page and 10 of them buy something, your conversion rate is 10%. Pretty straightforward, right? A high conversion rate usually means your page is doing its job—your messaging is clear, your offer is appealing, and your design makes it easy for visitors to take action.

Fixing Low Conversion Rates: Simple Tweaks for Better Results

On the flip side, if your conversion rate is low, it could be a sign that something isn’t clicking. Maybe your call-to-action (CTA) isn’t strong enough, the page is cluttered, or the offer isn’t compelling.

In digital marketing, tweaking and testing are key. Small changes—like adjusting the headline, improving the visuals, or making the CTA more prominent—can significantly impact your conversion rate.

So, if you’re unhappy with your numbers, don’t panic! With the proper optimizations, you can turn more visitors into customers.

Calculating a Sales Page Conversion Rate

To calculate the landing page conversion rate, you need to determine the number of conversions, check the total number of page visitors, and apply a simple formula: divide conversions by visitors and multiply by 100 to get a percentage.

What is a Good Sales Page Conversion Rate?

A reasonable sales page conversion rate starts at 10%, according to Unbounce's statistics. The conversion rate grows when the page is well-optimized, meets its audience's expectations, and provides a seamless user experience.

This applies to each sales page, regardless of industry. While there may be industry-specific best practices, conversion optimization principles remain consistent.

Decoding Bad Conversion Rates

While the alarming landing page conversion rate is considered to be around 1%, best-performing pages can achieve conversions of around 27% and higher, according to Unbounce statistics. The nature of specific industries can significantly impact landing page conversion rates.

Restaurant or entertainment industries, with their often immediate and tangible benefits, may see higher averages. Conversely, involving significant financial commitments and complex considerations, real estate might experience lower conversion rates.

Understanding Sales Page Conversion Rate Patterns

Although conversion rates below average (2-5%) can suggest that the marketing campaign is ineffective, it doesn’t have to be a rule. Some businesses, like SaaS or Real Estate, have specific audiences and target particular customers.

Still, the revenue from a single conversion is relatively higher than that of other industries, e.g., e-commerce, which impacts the overall ROI.

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Why Your Sales Page Conversion Rate Is Low

To improve your sales page conversion rate, you first need to check the user experience. Nearly 90% of sales page visitors will abandon a site with poor UX and never come back. If your site is underperforming, visitors will likely get frustrated by the experience and leave before they see your offer.

Check if your sales page is free from usability issues and clutter. A confusing layout can make it difficult for visitors to navigate your site and find what they’re looking for. Slow loading times and broken links are significant turn-offs for potential customers who expect quick and seamless online experiences. If visitors wait too long for your page to load, they will likely leave and find what they need elsewhere.

Unappealing Design: How Looks Affect Conversion Rates

Online visitors make instantaneous judgments about your business’s credibility based on the appearance of your sales page. Customers may be less likely to convert if a sales page’s design is unappealing or does not align with the target audience’s preferences.

Unappealing design can be a huge turn-off for potential customers and cause low conversion rates. While many businesses focus on the content of their website, the design is equally important. How your website looks can significantly impact how people perceive your brand and whether or not they trust you enough to make a purchase.

Optimizing Website Design for Better Conversions

You need to be deliberate about website design when optimizing for conversions. This means:

Using elements deliberately

Choosing colors wisely

Structuring navigation carefully

Minimize distractions on your website so your visitors can focus on the content. Bear in mind that the end goal is for the design to support users’ desire to find and accomplish something easily.

Missing Trust: Why Your Sales Page Needs To Build Credibility

Does your sales page look trustworthy enough? If your sales page does not establish trust early on, visitors will unlikely feel safe about their transactions. This leads to a low conversion rate and hampers your ability to gain customers and grow your business.

To build trust, your sales page must look aesthetically pleasing (or at least modern, professional, and doesn’t look broken). This is the bare minimum for putting online visitors at ease. Another way to build trust with potential customers is by providing them with social proof.

Social proof is evidence from other people that confirms the value or quality of your product or service. Include reviews and testimonials, case studies, or endorsements from previous customers, experts, or influencers to reinforce perceptions of trust.

By incorporating social proof on your sales page and other marketing materials, you can help build credibility and establish trust with potential customers.

Guarantees, Policies & Transparency

Aside from social proof, you must also convey trustworthiness using transactional assurances. Putting industry badges, or even your guarantees and policies, are some ways you can build trust online.

Being transparent about your business practices and overdelivering on your promises also considerably earn customer trust.

Lack of Persuasive Elements: How to Tweak Your Sales Page for Better Results

The lack of persuasion elements on your sales page and other digital assets seriously impacts the success of your digital marketing campaigns. Persuasion involves convincing potential customers to take a specific action, such as:

Clicking on an ad

Buying a product

So, if your sales page content isn’t persuasive enough, it’s unlikely to convert your online visitors into leads or customers.

As a business executive overseeing your digital marketing strategy, ensuring your marketing team is well-versed in persuasion techniques is crucial. Persuasion is essential to any successful marketing campaign because it helps you connect with potential customers and convince them to take action.

Mastering Persuasion: Influence Buyers Across Digital Channels

Persuasion involves using various techniques to influence people’s thoughts and behaviors positively. From addressing their pain points and desires to creating a sense of urgency, the right combination of persuasive tactics can encourage prospects to move further down the sales funnel.

As such, your marketing team must know how to use these techniques effectively across different digital channels like:

Email marketing

Social media

PPC ads and more

Persuasion Techniques

To effectively use persuasion techniques for conversion rate optimization, you must understand your target audience and their needs. This will help you tailor your messaging to resonate with them and highlight how your product or service can solve their problems.

Poor Copywriting: Why the Words on Your Sales Page Matter

A low conversion rate is a telltale sign that your sales page suffers from poor copywriting. Copywriting is closely related to persuasion since it involves using language and other forms of communication to influence people’s thoughts, beliefs, and actions.

Copywriting aims to inform people about a product or service and convince them that it is worth their time and money.

Crafting Persuasive Sales Pages

Effective copywriting is a crucial element for your sales page and digital campaigns. Your sales page copy is often the first interaction your audience has with your brand, so it needs to be very persuasive and engaging.

Suppose the website’s copy does not effectively communicate the product or service's benefits or address customer pain points. In that case, customers may not be convinced to make a purchase.

Capturing Attention & Driving Action

Remember that your online visitors are most likely distracted by many web-related things. Persuasive copy not only helps you cut through the noise – it also captures your prospects’ attention.

It is essential to understand that copywriting is more than just writing words; it involves crafting a message that resonates with your target audience and compels them to take action. If you are experiencing low conversion rates, there is a high chance that your copywriting needs an overhaul.

Low Quality or Inadequate Traffic: Why Your Sales Page Needs the Right Visitors

If a sales page is not receiving enough traffic, even if the conversion rate is high, the actual conversions will still be low. On the flip side, your website may have a lot of visitors, but it can still be hard to convert if it’s primarily poor-quality traffic.

Unfortunately, many businesses struggle with inadequate or poor traffic quality and low conversion rates. This leaves them frustrated and unsure of how to proceed.

Turning Visitors into Customers

While many entrepreneurs focus on generating more traffic, they often overlook converting that traffic into paying customers. Without a high conversion rate, your website could attract thousands of visitors daily, but it still fails to generate significant revenue.

It is not enough to simply attract many visitors to your site; you need those visitors to be interested in what you offer and to take action once they arrive.

Lack of Personalization: How to Give Your Sales Page a Customized Touch

A one-size-fits-all approach no longer works in today’s competitive market. Customers want a personalized experience, and if they don’t get it, they will likely move on to another brand. Personalization can take various forms, such as:

Customized product recommendations

Tailored messaging based on customer preferences or behavior

Personalized email campaigns

If your sales page does not personalize the user experience or content to the customer’s preferences or needs, you’re most likely presenting irrelevant offers. This results in reduced interest and engagement with your products or services.

Customers who don’t feel connected to a sales page or brand are less likely to convert into paying customers and more likely to leave the site without making purchases.

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7 Best Ways to Improve Your Sales Page Conversion Rate

Leverage social proof to improve your sales page conversion rate. Customer testimonials, reviews, case studies, and trust badges can increase credibility and encourage conversions.

Showing that others have successfully used and benefited from your product or service builds trust and reduces visitors’ hesitation. Place social proof elements strategically near the page's CTA or key decision points.

2. Improve Your Sales Page User Experience

Simplify the user experience to reduce bounce rates and improve conversions. A cluttered or confusing sales page can deter visitors from converting.

To prevent this, minimize distractions, simplify the navigation, and make the page as intuitive as possible. Ensure visitors find the information quickly and are guided smoothly toward the call-to-action.

3. Optimize Your Sales Page Call-to-Action (CTA)

Optimize your CTA, as it’s one of the most critical elements on the landing page. Clear call-to-action improves conversion rate. Make sure it’s prominent, action-oriented, and visually distinct from other elements on the page. Use strong, persuasive language that tells visitors what to do next, such as:

“Get Started Now”

“Download Free Guide”

“Sign Up Today”

The CTA should also be easy to find and accessible on desktop and mobile devices.

4. Enhance Your Sales Page Value Proposition

First things first: Your sales page needs a compelling value proposition. Regardless of industry and sales page type, the value proposition should be clear, persuasive, and immediately visible to visitors. It should communicate the unique benefits of your product or service and why it’s worth their time and attention.

Relevant content enhances visitor engagement. Use concise, impactful language to highlight the main advantages and ensure that your value proposition stands out on the page.

5. Improve Your Sales Page Load Speed

A slow-loading sales page can lead to high bounce rates and missed conversion opportunities. Optimize your page’s load speed by compressing images, minimizing scripts, and using a reliable hosting service.

Page load speed affects conversion rate – a faster page enhances user experience and improves your chances of achieving the ideal conversion rate.

6. Conduct A/B Testing for Your Sales Page

A/B testing is a common tactic for optimizing conversion rates. Conduct A/B testing using a sales page platform. A/B testing involves creating different versions of your landing page to see which one performs better.

Test elements such as headlines, images, CTAs, and color schemes to determine what resonates most with your audience. Regular testing allows you to make data-driven decisions and optimize your page for higher conversion rates.

7. Ensure Your Sales Page is Mobile-Friendly

Mobile optimization improves conversion rate on mobile devices. With significant web traffic from mobile devices, your sales page must be fully responsive and easy to navigate on smartphones and tablets.

Ensure that buttons are large enough to tap, text is readable, and images load quickly on mobile devices. A mobile-friendly design can significantly improve conversion rates for visitors on the go.

How To Track Your Sales Page Conversion Rate

Sales pages convert like champs. Tracking sales page conversion rates can help you better understand how well your sales page performs.

The sales page conversion rate is the percentage of visitors completing your sales page's desired goal. For example, if 100 people visit your sales page and 20 make a purchase, your sales page conversion rate is 20%.

Tracking Sales Page Conversions: Spot Trends & Optimize

Tracking your sales page conversion rate over time can help you spot trends. If your conversion rate is steadily increasing, that’s a good sign your optimization efforts are working.

On the flip side, if your conversion rate is declining, it may indicate an issue with your sales page that needs to be addressed.

Build a Wall of Love for Free Today with Testimonial

Customer testimonials help you build trust and credibility with your audience. The more you have, the better. When potential buyers land on your sales page, they want to see that other people have bought the product (or service) and that those customers had a good experience.

Testimonials and reviews help so much that they are often the first thing people look for on a sales page.

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