Sales Page Examples & Tips to Supercharge Conversion

A sales landing page has one mission—convert potential customers into paying customers. That singular focus makes it one of the most effective page types for driving conversions. Landing pages (the umbrella category encompassing sales pages) have an average conversion rate of 6.6%. But to hit—or exceed—that average, a mediocre page won’t cut it.

Learn about the key elements of high-converting sales pages, draw inspiration from great sales page examples, and get tips for making sales pages that convert.

What is a sales page?

A sales page is a dedicated webpage designed to persuade customers to buy a product or service. Generally speaking, businesses leverage sales pages in conjunction with paid ads. When potential customers click on ads from pay-per-click (PPC) campaigns, they’re directed to the corresponding sales page. Every component of this page is engineered to close the sale with zero distractions.

The length of a sales page will vary depending on what the business is selling and the needs of its target audience:

• Long-form sales page. This is for when businesses need to add more detailed explanations of features and benefits in order to overcome customer resistance. It can be particularly necessary for products at higher price points, since customers will likely want more information before making a large purchase.
• Short-form sales page. This is suitable for low cost, easy-to-understand, and impulse buy products, when overloading customers with a high level of information is unnecessary. Short-form sales copy is brief, punchy, and direct.

While dedicated sales pages are common for businesses selling software, digital products, or high-value services, ecommerce sales pages often double as standard product or collection pages. These pages work well as sales pages because they include persuasive headlines, high-quality visuals, and copy highlighting features and benefits. Other key elements of great sales pages, such as social proof and a clear call-to-action, are also present in well-designed product pages.

Key components of a sales page

Each element of a sales page should share a common goal: grab and hold the customer’s attention and convert the sale. Each component does its part.

• Headlines. Succinct headlines grab customer attention and quickly and clearly convey the value proposition of your product or service. Ecommerce companies frequently use the product name as the headline.
• Sales copy. All text is crisp and acutely focused on benefits. Sales copy addresses customer pain points and explains how the product can solve customers’ problems.
• Call-to-action (CTA) buttons. CTAs are visually prominent, action-oriented prompts that tell visitors exactly what to do next. On a sales page, the message behind the CTA is, “Buy this right now.” They might read, “Add to Cart,” “Buy Now,” or “Start Free Trial,” for example.
• Product images and visuals. Compelling pictures and videos keep eyes glued to the page. They showcase the product’s value, appeal, and positive impact.
• Social proof. Testimonials, reviews, ratings, and endorsements—all forms of social proof—build credibility, which helps instill customer confidence in your product and brand.
• Features and benefits. These selling points, often formatted in bullet points, concisely explain the advantages the customer will gain from the product or service.
• White space. Blank space in the layout might seem counterintuitive, but it can be a powerful visual element. White space allows the customer’s eye to land on key persuasive elements and prevents the sales page from looking busy.
• Branding elements. Consistent color schemes, fonts, and logos reinforce brand identity and make the sales page look like an organic extension of the website.
• Satisfaction guarantees. Adding a satisfaction guarantee shows confidence in your product and provides a sense of security to customers, since it eliminates the risk of ordering an unreturnable product.

Sales page vs. landing page: What’s the difference?

A sales page is a type of landing page with the specific goal of closing sales. A landing page is a broader category of pages: any page that a user could land on, usually when coming from other sites or platforms (like social media). Whereas a sales page functions at the very bottom of the sales funnel, landing pages might aim to reach customers at earlier stages in their journey. For example, a company might create a lead generation landing page that asks readers for contact information in exchange for a discount on their first order.

Sales pages tend to be longer than other types of landing pages. Why? Convincing visitors to spend money is a heavier lift than convincing them to sign up for a free newsletter, for example. A longer format allows businesses to thoroughly explore product benefits, customer pain points, and more.

4 sales page examples

1. Tru Earth
2. Flare audio
3. Elehear
4. BetterUp

Every section of a sales page should be focused on converting visitors. Here are four sales page examples for inspiration:

1. Tru Earth

Clicking on an Instagram ad sends you to this sales page from eco-friendly cleaning supply company Tru Earth. The sales page is all about one product: laundry detergent sheets. Notice how the product image carousel does double duty, providing feature and benefit descriptions while showcasing what the laundry sheets look like. By combining visual product displays with key feature callouts, the image carousel educates the customer and preserves valuable screen real estate.

Tru Earth adds social proof with star ratings, which you can click on to see customer reviews at the bottom of the page. A satisfaction guarantee explaining the company’s return policy reassures new buyers that they can complete their purchase risk free.

The copy below the fold (meaning the part of the page you have to scroll down to see) is concise. It uses bold subheaders to break up the sales copy and lists the sheets’ eco-friendly selling points in a bulleted list, making it easy to scan.

2. Flare Audio

Flare Audio’s sales page for Calmer ear plugs targets a niche audience: people who are acutely sensitive to certain sounds. An image carousel shows the product in different colors and sizes, and what it looks like in users’ ears. Using these types of in-action photos can help customers visualize themselves using or wearing your products.

Above the fold, the sales page has the basic information necessary to convert for instantaneous buyers (product images, concise product description, social proof, and a CTA button). For hesitant or unfamiliar shoppers, Flare Audio provides plenty of additional information underneath to make a compelling case for the Calmer earplugs.

Below the fold, text is nested inside subheaders such as “Why You Need Calmer” and “What to Expect from Calmer.” This reduces scrolling while providing the extra messaging needed to persuade.

Like other good sales pages, this page also displays social proof. Customer reviews at the top of the page and a merit badge in the featured product image show that people already love Calmer earplugs. The “Over 2 million sold” metric at the bottom of the page further cements the product’s popularity.

3. Elehear

Elehear makes over-the-counter (OTC) hearing aids for a fraction of the price of prescription hearing aids. The sales page for the company’s Beyond Pro hearing aids lists essential features at the top of the page, then delves into those features below the fold.

The above the fold layout contains the usual suspects: a product image carousel, a link to ratings and reviews, price info, and key selling points presented in a bulleted list. The CTA—in this case, the Add to Cart button—is placed in a stable footer so that as you scroll down the page, the button is always accessible.

Long-form content below the fold helps readers fully understand what they’re buying, which can be especially important when you’re selling an expensive product like hearing aids. Full-width images and videos, attention-grabbing headlines, and snappy copy focus on how the product solves problems.

Instead of just presenting a bulleted list of technical key features, Elehear frames its technology around specific benefits. It uses phrases like “eliminates muffled, distorted, and sharp tones” rather than simply naming the technology that makes this possible.

4. BetterUp

The behavioral coaching platform BetterUp offers services for both businesses and individuals. This product—BetterUp Lead—is targeted toward businesses seeking coaching for employees in leadership roles. The sales page features a concise headline (“Build leaders that drive impact”) and a simple CTA (“Book a meeting”).

Below the fold, the company delves into what BetterUp Lead entails. An autoplay image carousel shows the product’s user interface, and accompanying text explains each feature of the service.

Additional below-the-fold content includes the logos of notable businesses who’ve used BetterUp Lead, metrics proving that the product worked for them, and links to case studies delving into real-life results.

These forms of social proof can work well for business-to-businesses (B2B): Showing that other companies have benefited from a particular product might encourage more businesses to sign up.

Tips for creating an effective sales page

• Design attention-grabbing CTAs
• Focus on benefits, not just features
• Address common objections
• Eliminate distractions
• Add social proof
• Add an image carousel
• Optimize your sales page for mobile users

To craft a sales page that can turn visitors into customers, you should focus on clear messaging, visual appeal, social proof, and a smooth user experience on all devices. Here are a few tips:

Design attention-grabbing CTAs

The CTA is the single most important element on a sales page, since it tells visitors exactly what you want them to do. To design CTAs that convert:

• Use pithy, active language. Four words or less is enough. Use crisp action verbs like “Subscribe,” “Try,” or “Order Now.”
• Place CTAs strategically. Include a CTA above the fold so visitors don’t have to scroll to find it. You can replicate the CTA on longer pages or use a floating CTA that stays visible as visitors scroll down the page.
• Make them pop. CTA colors and fonts should stand out. Use a color from your brand’s palette to ensure branding consistency, and consider using a contrasting accent color to make sure your CTA catches viewers’ eyes.
• Test continually. Experiment with different CTA placements, sizes, colors, and wording to identify what yields the highest conversion rates.

Free Webinar:

Marketing 101

Struggling to grow sales? Learn how to go from first day to first sale in this free training course.

Register now

Focus on benefits, not just features

Go beyond listing product features and explain your product’s key benefits. Frame these benefits in relation to your target audience: What will your product or service do for them, and how will it solve a problem they might have?

Address common objections

As you draft your sales page, stay aware of objections that could make customers hesitate to click the CTA button. For example, maybe you’ve conducted research that shows customers think your prices are high, don’t understand your products, or don’t trust your business yet.

To address objections, you might consider adding these sections:

• FAQs (frequently asked questions). An FAQ section proactively addresses questions and objections to allay concerns before a purchase.
• Money back guarantee. A money back guarantee removes monetary risk for tentative customers, assuring potential buyers that there’s a way to back out if the product’s not a good fit.

Eliminate distractions

Use white space and limit links and navigation menus that could lead visitors away from the sales page before they click the CTA. Remember, this page is targeted toward converting a particular purchase—it’s not an entryway to your whole website.

You might also add scarcity and urgency elements to the layout. These could include countdown timers or limited-supply notices, which could help motivate customers to stay on the page and click the CTA button immediately.

Add social proof

Consumers often look to peers, influencers, and sources like magazines and news outlets to determine a product’s worth. They might also look to product reviews and ratings on your website. Here are a few types of social proof to consider adding to your sales page:

• Customer testimonials. Show customers how much people love your product by letting existing customers speak for themselves. Positive text and video testimonials can increase credibility and trust and reassure new customers about their purchasing decision.
• Ratings and metrics. Display star ratings, review counts, and other types of metrics (like the number of five star reviews you’ve received) for additional credibility. These types of metrics can help prove product quality at a glance.
• Expert endorsements. Showcase awards, mentions in reputable publications, and reviews by recognizable or expert sources (like dermatologists for a skin care brand or fashion influencers for a clothing company). You can use pull quotes and badges to quickly and effectively communicate these endorsements.

Add an image carousel

Consolidating product images into an image carousel can help you save valuable screen space and keep important images above the fold.

The images in your carousel can be more than standalone product photos, and you might consider adding pictures that show your product in action. If you’re selling a down jacket, for example, you might add photos of someone wearing your product in the snow. This can help customers visualize themselves using the product in the real world.

You can also add graphic design elements to highlight key features and benefits. For example, you might use arrows and label text to point out key features. You can also add badges to note awards and press mentions.

Optimize your sales page for mobile users

Since most web traffic now comes from mobile devices, a great sales page should be mobile-friendly in order to meet customers where they are. Here’s how to ensure a positive mobile experience:

• Implement responsive design. Ensure your page scales and looks good on a diverse range of screen sizes on desktops, tablets, and mobile phones. Use a responsive design that adapts elements like image carousels and CTAs appropriately for different devices.
• Prioritize fast load speed. Mobile devices are susceptible to slow load times: Web pages take 70.9% longer to load on mobile devices than on desktop computers. Optimize images for mobile by using image compressors to reduce image sizes, and avoid autoplay videos to improve speed.
• Design for touch. Use large, finger-friendly buttons to make interaction easy on smaller screens.
• Keep design clean and simple. Visual clutter can distract customers from completing the action you want them to take. Too much text and too many splashy graphics can look crowded on limited screen space. Compensate for reduced screen real estate by using collapsible menus or accordion sections for detailed content.
• Test on various devices. Always check how your landing page renders on both desktop and mobile so that you can notice and fix any problems before your customers see them.