3 Incredibly Powerful Page Optimizers that Can Improve Conversion Rates
By: Adam Napolitano-Health Supplement Copywriter
Tags: Direct Response, Health Supplements, Copywriting, Marketing Strategies, Copywriting Tips

Recently, I worked with a client on a VSL (video sales letter) for their joint pain supplement. The initial results of our work did pretty well, especially when compared to the old control. However, the conversion rate was still below what we were all expecting. We came up with a plan of action but there were several on-page issues that may be the cause of a low conversion rate.

Looking at the funnel, sales page, and where they were sending their traffic — I was able to identify immediately the on-page issues that were responsible for the less than desirable conversion rates.

If you’re a fellow copywriter or an owner of your own health supplement company, it might be tempting to dive right into the sales copy and VSL to see where you’re missing the mark. And if this issue sounds a little too familiar to you… you might want to take a look on your sales page to see if these 3 powerful, yet simple, on-page optimizers are in order.

1st Conversion Rate Optimizer: Your Headline

The headline on my client’s sales page read “Use this 10-second trick to kill joint pain”. The main issue here is the headline has nothing to do with my VSL. What’s more, it’s way too hyped up. The chronic pain market is already skeptical and bitter because they’ve been in pain for years, tried so many different options, and haven’t found a remedy. In other words, their BS meter is through the roof. Claiming you have a 10-second trick that can solve years of joint pain is going to turn off a lot of your audience. They won’t even bother watching the VSL.

On the other hand, there may be a small group of people who felt compelled enough to pass through the headline and click play. Here’s where the next issue arises: there is no 10-second trick anywhere in the VSL. Your headline has now become a bait and switch. This is going to upset a lot of your viewers who clicked on the VSL, hoping to learn a 10-second trick that solves their problem, only to be disappointed when there isn’t one.

2nd Conversion Rate Optimizer: Your Video Thumbnail

Video thumbnails often get overlooked as a conversion rate optimizer. This is a particularly important element not to neglect, especially if your VSL isn’t on autoplay. The truth is, your thumbnail could either help or hurt you. You can always place an eye-catching image that relates to your target audience or use text as a point of persuasion.

The problem with my client’s thumbnail was the text they used. It read “the world’s greatest joint pain solution.” If you’re like me, you’re probably chuckling to yourself. Not only is this a very vague statement, it is also an incredibly generous one — which makes it kind of unbelievable.

Keep in mind, our prospects have yet to consume any of our statements yet, so why would they believe such a great claim? Ultimately, our thumbnail could have been a huge turn off for our prospects.

If you run into this problem, here are a few quick fixes that are sure to work. First, you could always use a great image if it relates to your ideal audience and their pain points. However, if you have a great headline, repeat it in the thumbnail, verbatim. Or, simply repeat the text used in your email if that’s where the source of your traffic is coming from. If the email text is compelling enough to get them to the sales page, it’ll get your audience to hit play on your VSL.

3rd Conversion Rate Optimizer: The Timing of What Appears Below Your VSL

My client had a cart button and FAQ immediately appear right below the VSL as soon as the sales page loaded. This sends your page viewers a message that yes… you do in fact have something to sell them. This is an immediate turn off and it will prevent them from watching any of your VSL.

Thankfully, the remedy for this is simple. You’ll want to delay the appearance of the add to cart and FAQ until the product has been introduced. But ideally, you’ll want it to appear at the point where you reveal the price and state the first call to action.

Not Seeing the Conversions You Want?

Before you dive into your copy, make sure these 3 simple on-page optimizers are working in your favor. It may seem obvious, but sometimes the most skilled professionals tend to overlook simplicity. Instead, they work on the hard stuff over and over again, without noticing that simple on-page optimizers may be their problem after all.