Promo Tip #2: Make Your Sales Page a Perfect Ten

Screen Shot 2014-07-01 at 9.58.22 AMThis post is part of the New Instructor Series—intended to help newly published instructors get their first crop of students. What good is creating a course if you’re not able to share it with others?

If you’ve been following the Promo Tips in this series, you already created your instructor coupon code and spread the good news to family and friends. Before we really turn up the heat on promoting your course, we should make sure your Udemy sales page is optimized to turn visitors into students.

 

First, let’s get into the shoes of a potential student seeing your Udemy sales page for the first time. What would you look at to determine whether or not to enroll in the course? Here is the order of what potential students may see on your course sales page:

 

1 Title

 

The title is always the first thing they see. You want the title to be appropriate. When I say appropriate, I mean that it needs to be appropriate for three things: 1) search, 2) your audience, and 3) the Udemy community.

Having a title appropriate for search means that your title holds certain keywords that potential students may search. For example: If you are teaching a course about knitting, you may incorporate the words “knitting,” “patterns,” “stitch,” or “casting” in your title.

Having a title appropriate for your audience means that you are speaking in the language your audience uses. You need to consider whether or not buzzwords and jargons are appropriate for your audience. You can also include the audience that you are targeting. Is it for beginners? Pros? Programmers? Photographers? Business owners?

For example:

  • Knitting 101: Learn different knitting patterns for beginners
  • Social media marketing for small businesses
  • SEO for photographers
  • New CCNAx 200-120 Routing and Switching

Having a title appropriate for the Udemy community means that you need to be mindful of spammy titles. The Udemy community wants educational content; they don’t want to feel like they are being sold to.

Avoid titles like these:

  • Learn to sing karaoke now for just $9!
  • Best JavaScript course in the world!
  • Affordable economics course

 

2 Subtitle

 

Your subtitle needs to be descriptive, educational, and straight to the point. You should also consider certain keywords that potential students may search.

For example:

Learn effective social media marketing strategies with Facebook, YouTube, Twitter, and LinkedIn that will help drive sales in just a week!

 

3 Price

Price can be a big deciding factor when a student is deciding whether or not to enroll in the course. It is important to know how to price your course based on certain factors such as your competitors, perceived value, and demand curve. Check out our article on how to price your online course for more tips on pricing.

 

4 Number of students enrolled

5 Reviews

 

Number of students and reviews are external factors that you cannot control. However, there are certain things that you can do to help direct it. For example, you can choose to offer a big discount or an ad hoc campaign (a one-time promotion) to encourage people to enroll in your course. You can also make course announcements to your current students to encourage them to leave reviews and provide feedback, whether it’s good or bad, to help you improve for a better learning experience.

 

6 Course promo video

 

You should look at your course promo video as a sales pitch that shows your audience your teaching style and personality. You want to make sure that you stand out and show how your course differentiates from others. You want to explain who the course is made for, why they should take it, why the course is important, and what they will learn. The course description can be a “make it or break it” factor when determining whether or not to enroll in the course.

 

7 “What’s Inside”

 

A student might want to know the key benefits of your course. If you have a course that has high quality content with many hours of lecture and/or a course with a large number of students enrolled, it will be highlighted in this section. A potential student might not want to read through the entire course description and may be swayed to enroll in the course after reading the key benefits of the course. Therefore, it is crucial to focus on delivering quality content and increasing the number of students enrolled.

 

8 Instructor bio

 

A potential student may want to know who is teaching the course. They want to make sure that the instructor is credible, knowledgeable, and appropriate to teach that specific course. You want to include recognitions, accomplishments, and/or expertise to convince them that you will have the ability to deliver quality content in the course.

 

9 Course description

 

Just like your promo video, you can think of your course description as a sales pitch. You want to explain who the course is made for, why they should take it, why the course is important, and what they will learn. Let them know what they will accomplish when they finish the course. You should bold certain keywords and sentences you want to emphasize on for those students who breeze through it to make sure that they get a good understanding.

 

As you can see, carefully crafting your course sales page is really important. You want to make sure that your course stands out compared to your competitors. When constructing or editing your course sales page, put yourself in the shoes of your potential student and try to figure out what matters to them the most. At the end of the day, even if you have a high quality course with hours of content, quizzes, and projects, it will not mean anything if your course sales page does not attract and speak to your audience.