THE 87-POINT SALES PAGE CHECKLIST GENERAL No PANTO YES ——sreateoiauy SPLIT-TEST Have you validated that a sales page is an appropriate sales tool for your prospect and product? ‘Are you using a domain name or URL that closely matches user expectations? ‘Are your pain points and benefits derived from what research has shown to be important? ‘Are you selling 1 product only? Is your offer clear? Do visitors know the core benefit, the core incentive and the product? Does each and every line lead your reader to the next? (Check each line.) Have you used ellipses and curiosity-piquing messages to lure readers from line to line? Do you make 1 tangible promise to your reader? Is your promise positioned as insanely quick to achieve, shockingly low-effort to achieve, or almost painless to achieve (or all three)? Does your tone effectively reflect how you feel about your product and customers, to the benefit of both? Have you spent time optimizing your headline, your photo captions and your PS, or do you plan to test these?THE 87-POINT SALES PAGE CHECKLIST HEADLINES & CROSSHEADS NO PLANTO YES ——smeavesicau SPLIT-TEST Is the headline both attention-grabbing and ideal for your traffic? 1s your headline in quotation marks? Does your headline fit with the Adwords ad, organic link title or email copy that led your traffic to the page? Have you removed periods from headlines and crossheads? Have you front-loaded your wrapping headlines with keywords to catch the scanners’ eyes? Do your crossheads help scanners while also fitting with the flow of the narrative? If you use SEO keyword phrases in your copy, do those keywords sound natural? Do you use word pictures in your headline and crossheads? Do you avoid giving away the facts or the ‘payoff’ when teasing could work better? Do you use pre-header text to lead readers into your headline?THE 87-POINT SALES PAGE CHECKLIST THE BODY NO PUNTO YES ——sreatesiauy SPLIT-TEST Do you use a salutation? Is your lead short? Do you have a hook, or something that moves your copy from attention- getting to interest-getting? Do you list out the components of what your customer will be BUYING? Do you list out the components of what your customer will be GETTING? Do your bullet lists use meaningful symbols instead of just boring, emotionless black dots? Do you list the formats and delivery mechanisms for your product...and why they're important? Do you avoid giving away the facts or the ‘payoff’ when teasing could work better? Do you have at least one powerful piece of support for each of your biggest claims? Do you demonstrate your product, whether in still shots with descriptions orin video? Do you use agitation copy to get your reader stirred up? Do you use future pacing to get your reader to imagine owning the product? Do you leverage the momentum of YES? Do you use Roncoisms? Do you repeat your benefits and offer in various ways to drive home the point? Do you connect all the dots for your reader — and explicitly express benefits ~ 0 there's no guessing?THE 87-POINT SALES PAGE CHECKLIST TESTIMONIALS NO PUNTO YES ——sreatesiauy SPLIT-TEST Do you have testimonials? ‘Are your “testimonial waterfalls” introduced by a working. crosshead? Are all your testimonials helpful to the reader, instead of vanity plays? Are any less-helpful testimonials sandwiched between more helpful ones? Do you have summary headers on all of your testimonials? Does at least 1 of your testimonials follow “Before, After, Experience”? Does at least 1 of your testimonials incorporate quantifiable proof? Does at least 1 of your testimonials stomp down a real objection to buying today? Do all of your testimonials use the name and/or Twitter handle of the person who gave it? Do all of your testimonials use the location, company or website of the person who gave it? Do your testimonials sound human, not copy hacked? ‘Are your testimonials shown to be from people who are likely to influence your reader? Do you use real photos of at least half of your testimonial providers?THE 87-POINT SALES PAGE CHECKLIST INCENTIVES YES (STRATEGICALLY) Do you have at least 2 incentives? Do you use enough incentives to skyrocket skeptics over their objection- and friction-walls? Do you list out the components of the bonus, including what they're buying and what they're getting? Did you follow the “3D Rule” when writing your incentives? Do you explicitly state the dollar value of each bonus? Do you show an image of at least 1 of the bonuses? Do you clearly message an end date or cut-off point to access bonuses and discounts? SPLIT-TESTTHE 87-POINT SALES PAGE CHECKLIST THE CLOSE NO PUNTO YES ——sreatesiauy SPLIT-TEST Is your close headline suitable for readers in a high state of ‘awareness and high state of desire (ice. is ? Do you summarize the best parts of your offer before trying to close the sale? Do you explicitly reference the price near the call to action, including the before-price? Do you break down, clearly and explicitly, the total dollar value of everything your prospect will be buying and getting? Is there no question that buying today will save them at least 3x what they'd pay if they were not to buy today? If you have a deadline, is it clearly referenced and repeated more than 1 time? If you have a limited number of your product available, is it clearly referenced and repeated more than 1 time? Is your closing call to action easy to spot? Is it a button, and is it surrounded — in some way — but a coupon-like dotted frame? Does your button go directly to your cart? Do you have payment method iconography (like credit card logos) near the button? Do you have security iconography around the button? Do you have a meaningful PS? Does your PS finish with a button call to action? Is there also a blue, bold text link version of your button?THE 87-POINT SALES PAGE CHECKLIST THE DESIGN No wn YES srratesica) — SPLIT-TEST Does your page have no header and no links that are not directly related to purchasing the product? Have you followed the standard formatting practices of traditional sales letters? Is your page no wider than a standard page (i.e., 800 pixels)? Does your body copy run the full width of the page? Is your [best] photo of yourself next to your salutation and/or your signature? Do you have a Johnson box that summarizes your offer? Is your copy in an appropriate font style, font size and font color to make it as easy as possible to read? Are all unnecessary visual distractions, like stock photos, removed? If you have images, are they right-aligned to avoid interrupting the narrative flow of your page or centred with no copy on either side of them? Doall of your photos have clear, meaningful captions? Do you use visual cues, like arrows, to explicitly tell your readers where to look? Do you use quality product shots, even if your product is a digital good? Are your testimonials formatted differently than the rest of the page? Do your testimonials use spacing and formatting to make reading them friction-less? Is your page designed to resonate visually with your target traffic? Have you kept all social icons off the page?