[Summary of What They Get]
In this section we are giving a quick-n-dirty summary of what people will get for their purchase.
If you are selling a learning product (like we are with our Kopywriting Kourse product example), then explain what they will learn.
If you are selling a physical product (like a yo-yo), then explain what they will get with their purchase.
In the previous version of the sales page it looked like this:
This wasn’t necessarily a bad summary, but I wanted to pay some attention to it, because on various versions of this sales page, THIS PARTICULAR SECTION would get a fair amount of readership then people would drop off.
I found it very difficult to read this section as it had lots of errant blank space and weird font combinations.
Checkout this scroll map of an original version of this page:
From other versions of this sales page it seemed people paused on this section quickly, then scrolled away. This leaves me to believe this part of the page was difficult (or flat out un-interesting) to read.
One thing we’re gonna do is upgrade the big green checkboxes with individual icons. These are meant to be “explanatory” icons, but not too distracting. Thus we are making them kind of grey and all of the same motif:
This would leave us with something designed kind of like this:
Here’s the re-written titles, copy, and associated icons:
One of my favorite parts about this [Summary of What They Get] sections is that it forces YOU to crystalize what your product delivers. You can see in one or two pages if you are delivering a bunch of good stuff or not.
So in our experiment to make a sales page from scratch, if you’re following along, go and and write out a summary of all the things a person gets when they buy your product.