Monica Badiu, Email Copywriter & Copy Coach

When it comes to selling online courses, your sales page plays a crucial role in converting prospects into paying students. However, even the most compelling sales page can be undermined by common distractions that lead prospects to abandon their buying journey.

In this post, we’ll explore some of the most common distractions that prospects experience when looking at sales pages for online courses, and offer tips for reducing these distractions to improve conversions.

1.Unexpected Costs (Baymard Institute, 2019)

One of the most common distractions that prospects experience when looking at a sales page is unexpected costs. This might include shipping fees, taxes, or other charges that are not clearly communicated upfront.

  • To reduce this distraction, it’s important to be transparent about all costs associated with your course upfront.

  • Consider including a breakdown of fees on your sales page, or offering a shipping calculator to help prospects estimate total costs.

2. Poor Website Performance (Adobe, 2019)

Another common distraction that can lead to lost conversions is poor website performance. Slow loading times, broken links, or other technical issues can quickly turn off prospects and cause them to abandon their buying journey.

  • To reduce this distraction, make sure your website is optimized for speed and performance.

  • Consider using a content delivery network (CDN) to reduce page load times, or implementing caching to improve server response times.

3. Irrelevant Content (KoMarketing, 2019)

Finally, irrelevant content on your sales page can also be a major distraction for prospects. This might include ads, pop-ups, or other content that is not directly related to your course offer.

  • To reduce this distraction, keep your sales page focused on your course offer, and avoid cluttering it with extraneous content.

  • Use clear, concise messaging that clearly communicates the value of your course, and make it easy for prospects to take action and purchase.

A survey by KoMarketing found that the most common reasons for leaving a website without making a purchase include irrelevant content (35% of respondents), poor design or navigation (27% of respondents), and lack of product information (17% of respondents).
— KoMarketing

When it comes to converting prospects into paying students, it’s essential to minimize distractions and friction points throughout the buyer journey.

By understanding the most common distractions that prospects experience when looking at sales pages for online courses, you can take steps to reduce these distractions and improve conversions.

Whether it’s being transparent about costs, optimizing your website for performance, or keeping your messaging focused and relevant, taking these steps can help you maximize your sales and grow your online course business.

About the Author

Monica Badiu is an email copywriter and copy coach. She specializes in sales copywriting for online course creators who want to send emails that speak to their ideal customer and generate conversions without using fearmongering or pressure. She’s made clients over $3 million in 2023.

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