You’ve launched your sales page and you are driving
traffic right to its doorstep, but the sales just aren’t
coming in the way you had anticipated.

Things are not performing as planned so you naturally turn
your attention back to the sales page, looking for ways to
improve it.

You change the header. You adjust the headline. You alter
the color scheme. You add another six “p.s.’s” Nothing
seems to be making a difference in terms of conversions.

You read and re-read the sales copy repeatedly. You make
edit after edit, hoping to stumble upon the fix for this
disappointing situation.

Adjusting and tweaking your sales page is a great idea. In
fact, making smart modifications and carefully testing them
might turn what appears to be a loser into an impressive
money-maker.

However, there are times when the problem isn’t the sales
page. All of the tweaking and adjusting of copy won’t fix a
thing when that’s the case.

The trick is knowing when your copy is at fault and when
something else is afoot. How can you tell when the problem
is the sales page and when it lies elsewhere?

First, look at your traffic. Who is coming to your page
and are they “the right people.”

You need to be sure you are sending targeted visitors to
the page and not just those who might be vaguely interested
in your product. If you are running a pay-per-click
campaign, that is going to require returning to your
keyword research and digging deep for answers.

If you are primarily marketing via your list, you’ll need
to carefully consider whether list members are really pre-
qualified for this particular offer. Often, tapping into
different traffic stream can make all of the difference in
the world.

Second, look at the competition. Is there someone out
there who is doing a better job selling the same product or
a similar product?

Might your problem be a matter of needing to be more
competitive in terms of price, bonuses or some other factor?

If you are up against an army of tough competitors, you
may have to find a way to make your page even stronger or
some other means by which to regain an edge.

Third, consider the product. Revisit your market research,
look at other similar products and decide whether or not
you are really bringing anything new to the marketplace. If
you are, make sure you are clearly illustrating what sets
your offer apart from the others.

Top marketers will tell you that a good salesperson can
successfully move any product, but the reality is that
sales are more plentiful when you have targeted a real need
among consumers.

Take a good look at some of the factors beyond your sales
page. They may inform you about why things are not going as
well as expected.

In some cases, you may learn your project’s shortcomings
have nothing to do with your sales page at all. In other
cases, you may be able to use an off-page investigation to
find ways to adjust your offer and tactics for more success.

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Enjoy

Kerrie Sheehan

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