Table of Contents
- 7 Strategic Steps To Selling Digital Products
- 1. Create A Plan
- 2. Test Your Product Against Customer Pain Points
- 3. Define Your Unique Selling Proposition (USP)
- 4. Perform Idea Validation
- 5. Refine Your Digital Product
- 6. Create A Website For Your Product Or Add It To Your Existing Site
- 7. Boost Your Digital Product To Drive Traffic And Conversions
- 5 Critical Elements To Include In A Digital Product Sales Page
- I. Compelling Headline
- II. Concise Subheading
- III. Use Of Visuals
- IV. Testimonials
- V. A Call-to-Action (CTA)
Knowing how to sell digital products on your website is a thriving revenue model for the digital age. The key to success lies in creating a digital product that is appealing to your target market and easy to sell online. As an entrepreneur offering digital products, you'll need to fully understand how your target market prefers using digital products and services to support their needs and solve their pain points.
As a digital marketing professional with a decade of experience working with businesses and companies looking to scale the revenue of digital products, I’m here to tackle how e-commerce businesses can enhance their strategy in selling digital products.
I'll also expound on how to effectively implement strategic steps in selling digital products on your website. Ultimately you'll have a solid foundation for the critical elements necessary for a digital marketing plan that enables better ROI on your digital products.
Digital product ideas and online services require a different marketing approach than physical items because of the availability of unlimited files. Since digitally downloadable items hold no material value, creating an effective sales strategy for digital products can take time and effort.
Regardless, the global market for digital goods shows a lot of potential for businesses to generate revenue from selling digital products. To streamline this advantage, these steps lay the foundation of a solid sales strategy that increases conversions and ROI.
Here are 7 strategic steps to selling digital products on your website:
The first step in this strategy is to develop a plan for your digital product. This includes understanding your target market, identifying a niche, and developing buyer personas. These elements of digital product planning will help shape your product.
In developing your sales plan for e-commerce platforms, consider the type of product you are pushing to sell. Knowing the digital product types goes a long way in deciding the final sales strategy for locking your ideal customer. Additionally, doing this makes it easier to develop the succeeding steps in this post.
For a quick overview, here are 12 types of digital product categories:
- Video games
- Stock photos
- Online courses
- Software programs
- Printable templates
- Monthly subscriptions
- Digital audio products
- Downloadable products
- Audiobooks/digital files/PDF files
- eBooks and educational products
- Membership sites or membership levels
A digital product may also be a SaaS (software as a service). Selling digital products broadly belongs under digital commerce, where entrepreneurs and consumers exchange goods and services online.
Creating a clear plan serves as your initial KPIs in the digital space, giving a clear idea of your digital product and who the target consumer is. It also makes it easier to handle customer management in terms of sales outreach and lead generation especially for B2B companies. The best way to do this is by conducting market research and studying your industry competitors.
Testing your digital product against customer pain points starts with market research, specifically competitor research. Deep diving into what industry leaders offer can reveal user pain points you may have yet to consider. Knowing these pain points contribute to a successful marketing strategy that supports your digital product scalability.
Conducting surveys is also an excellent way of learning about customer pain points regarding digital products. You can use Google Forms to create a survey and post it on social media platforms or your website.
Once you've gathered sufficient insight into what customers look for in the type of digital product you offer, you'll have a straightforward plan to test its viability in the modern market. Ultimately, this will help increase conversions by reducing customer churn.
Knowing what customers look for and how they come to learn about a digital product is essential in developing an effective sales strategy. The next step is to determine how you will set your digital product apart from the competition by defining its unique selling proposition (USP).
Your USP can make or break customer acquisition because it drives conversions. It has to be memorable and has to emphasize what makes your product the best in the market. Some factors to consider when defining your unique selling proposition are
- How is your customer service?
- What payment method do you accept?
- Do you offer a money-back guarantee?
- Is your digital product available for a free trial?
- Do you have any coupon codes or discounts available?
Answering these questions can help you develop a USP that resonates with your target market. Remember that the USP should be prominently displayed on your website and marketing collateral. In essence, your USP is why customers should buy from you, not your competitors, so they have to realize that right off the bat.
A defined USP also works as a great piece of copy that you can leverage on your website to further convince leads to convert and avail of what you offer. For example, many websites use the phrases "free shipping", "best price guaranteed", and "free returns" as their store policy, which doubles as a USP.
While many websites and physical stores sell similar products, the pull of a hassle-free customer experience over their competitors makes them more appealing. With that, customers are more likely to choose your brand over another. A compelling USP is especially important for digital downloads offered on an online business.
After creating a sales plan, researching customer pain points, and solidifying your USP, executing idea validation comes next. This tests whether there's a market demand for your digital product.
Similar to uncovering your USP, getting information on whether or not a digital product is viable requires market research and data gathering from your target market. The more concrete your validation, the more likely it is for the digital product to succeed.
Use resources and marketing tools applicable to your product and industry, like stock market trackers, Google Analytics, and Google Tag Manager to streamline idea validation by showing its current position and success in a consumer market.
The difference in this step is that you already have a solid idea and general plan of action in place. What's left is to validate the idea with consumers to see if it's worth pursuing. If you don't think your product will sell, consider a different digital product or modify your current offer.
There are many ways to conduct idea validation. You can start by surveying your target market through platforms like Google Forms or SurveyMonkey. You can also post about your product on social media platforms and see what feedback you get.
If you have a blog, write a post and include a call-to-action (CTA) that directs readers to a landing page where they can learn more about the product.
Additionally, performing an A/B test is an excellent way to validate a product idea. This test lets you compare two versions of a digital product to see which one performs better. An A/B test can be conducted on everything from website design to email subject lines.
If the input is positive when validating the idea, you can proceed confidently to the next stage of developing your product.
Confirming the viability of a digital product is an exciting step, but pay attention to refining your offer or service with sustainable elements like proper pricing, what channels it'll be offered on, and how it will be delivered to the customer.
Pricing is one of, if not the most, essential factors in the refinement process because it determines how much revenue your digital product will generate. You should also take the time to create high-quality digital content that further explains what digital tools or products are and how they can help prospective customers. Digital content includes:
- Blog content
- Website copy
- Video tutorials
- Social media posts
- Product descriptions & product listings
The key is ensuring that your product is valuable and priced accordingly. You also want to be clear about the product and how it can help customers before they make a purchase. With the right content management, you can promote additional features and capabilities that put your product above the competitors.
By refining your digital product business with these factors in mind, you can set your business up for success in selling digital products on your website.
Once your digital product is refined and ready for sale, it's time to create a stunning website or add the product to your existing site. You can use platforms like Jemi.so to build a website quickly and easily.
If you already have a website, adding your digital product is a relatively simple process. You'll need to create a new page on your site that's dedicated to the product and add an online store or shopping cart system so customers can purchase it.
No matter which route you choose, make sure that your website is designed with easy navigation. Use clear and concise copy to explain the product and how it can help customers. And include high-quality images or videos that further demonstrate what the product does.
Here are the essential elements of a converting sales page or landing page for a digital product sold on your website:
- A headline that's clear and to the point
- A subheading that elaborates on the headline
- An eye-catching image or video
- A short explanation of what the product is and how it can help customers
- A CTA that encourages visitors to learn more or purchase the product
Each element guides your customer through a cohesive buyer experience that ultimately leads to a conversion. Including these elements on your product page can increase your chances of selling digital products through a website.
When considering what hosting provider to use for your website, keep in mind its ease of use. The hosting industry is full of great options like Jemi.so, so keep in mind your intent and plans when choosing a powerful platform.
With Jemi.so, small business owners, creators, and solopreneurs can create their own websites to showcase digital products and services. With user-friendly features, it’s easy to create engaging and captivating websites that show your digital product in the best light. Plus, the scalability makes it simple to add pages, services, and more.
A scalable tool integrated with commerce tool capabilities often works best for software products. Even starting with a basic plan that allows you to increase your plan as you add in more digital items works great.
To sell digital products on your website, you should promote them online and offline. Start by creating a marketing plan outlining how you'll boost your product. In the beginning, pick one marketing channel you’re most comfortable with: SEO (DIY or delegate it to a professional SEO service), YouTube, TikTok, Instagram, Email marketing (using an email finder), etc., before you try mastering them all at the same time.
Then, execute your plan by promoting the product on your website using creative promotional contests like a word scrambled discount code or a Pictionary guessing game, for example, to make it more engaging.
Another viable promotion strategy is to open an affiliate program that allows others to post about your product in return for access to premium features, digital subscriptions you offer, or a commission. Affiliate marketing increases website visibility and authority, which enables better SERP rankings for digital media products and services.
Use attractive visuals and compelling copy highlighting the product's key features and benefits. You can also promote your digital product offline by attending industry events or exhibiting at trade shows.
Remember to include a CTA on all your marketing materials encouraging customers to visit your website and purchase the product. Promoting your digital product both online and offline yields more potential to generate customers and sell more products.
Following these quick steps, you can start refining your product, building a website, and selling digital products in no time.
An excellent digital product is only half the story. For long-term success, your website or landing page must be set up for optimal conversions. There are a few elements that you should include to have a smooth and cohesive buyer's journey that leads to a sale.
Here are the 5 elements that yield conversions for your chosen digital product:
The headline is the first thing customers will see, so it needs to be clear, concise, and attention-grabbing. It should explain the product and how it can help customers. For example, ewebinar.com has a dedicated webpage to outline and promote its valuable features.
For websites that have multiple digital products, it's best to create a dedicated page for each new product outlining its key features, capabilities, and user experiences. On the other hand, websites that market one product can opt for a general overview page.
Take a look at how eWebinar presents its digital product features page. You'll notice that their main pull of enabling unique webinars immediately captures attention and prompts the reader to discover the answer. This is an example of an excellent headline copy. It entices readers and has them looking for the "unique" features mentioned.
In essence, the landing page advertised or promoted should include a clear and compelling headline that pushes visitors to learn more and read up on the product.
The subheading is the second most crucial element on your sales or landing page and should elaborate on the headline. The goal of the subheading is to continue building interest in the product so customers will read further down the page. Subheadings build on the headline by providing more information about the product and how it can help customers.
Effective subheading distribution also separates essential information. Additionally, the subheading breaks down lengthy content into easy-to-digest chunks that won't leave an interested customer overwhelmed with information. The idea is to balance information with sales to create a compelling case for why the product is valuable and worth buying.
Here’s an excellent example of a concise subheading, look at the Gili Sports premium standup paddle boards sales page. The brand uses descriptive and short phrases to summarize the content of the copy. With that, potential customers can scan for quick information while getting enough insight into what they require from the product.
A concise heading has a two-pronged approach. On the one hand, it lets potential customers quickly look for the solution they seek; on the other, they still get all the essential information just by reading each subheading.
People are visual creatures and are more likely to remember something if they can see it. This is why it's essential to have high-quality visuals on your sales or landing page, like images, product shots, or even a video explaining the product.
Visuals increase the potential to retain information and support the idea of making sure your digital product is easy to understand and digestible by a busy audience. Nash.io makes a compelling case for using visual elements to retain attention and engagement with a digital product sales page for its crypto finance wallet.
Their page includes a great mix of product use cases, informational videos, and key features. That, coupled with a perfectly placed headline, subheadings, and copy, creates a visual hierarchy that leads the eye from one section to the other.
With that in mind, make sure that visuals include short, easy-to-read sentences or phrases that capture the viewer's attention and explain what they're seeing. You can also use arrows or other design elements to direct a customer's eye to the visuals.
Testimonials are a great way to increase confidence in your product because they provide convincing social proof. Positive reviews on your website help increase conversions because it's a form of validation that the product is worth buying. To make testimonials as impactful as possible, make sure to include:
- The customer's name
- A headshot of the customer
- The customer's position or title
- A link to the customer's website or social media profile
- A quote from the customer about their experience with your product
The CTA is one of the most important elements on your sales or landing page because it tells visitors what to do next. It should be clear, direct, and easy to understand so that visitors know precisely what you want them to do.
Adding testimonials also increases authority and trustworthiness, two essential elements when trying to push a customer toward conversion. Building credibility is a crucial component in successfully driving a digital product. Since digital products are intangible, it can be difficult to generate the same level of trust as if you were selling a physical product.
One way to combat this is by using persuasive language that instills confidence in your product while highlighting its unique features and capabilities. Another useful method is leveraging social media platforms to get your product in front of as many people as possible.
Taking it a step further, you can also work with influencers, promoters, and affiliates to get the word out. These people have already built trust with their audience and can vouch for your product, which will help increase confidence and conversions.
Your CTA should stand out from the rest of the page so that it's easily seen and clicked on. Use colors, whitespace, or other design elements to make it pop and grab attention. The CTA button should also be big enough so visitors can easily click on it from a mobile device.
Ensure that the CTA is relevant to the product you're selling and that it aligns with the customer's needs. For example, if you're selling an ebook, your CTA could be to "Download Now" or "Get Your Copy."
A great CTA also incorporates a sense of urgency to encourage people to take action now instead of later. You can do this by using countdown timers, special offers, or even scarcity tactics like "limited time only" or "while supplies last.".
If you take all the elements of a great digital product sales page or website and combine them, you’ll get something like Quicktalk’s website, which offers advanced business phone systems.
Their website includes a captivating headline, content balanced with appealing visuals, and concise copy separated by subheadings that make the content easy to understand.
Selling digital products is an attainable and lucrative entrepreneurial opportunity with promising revenue. Following the proper steps in website design and creation strategy for your digital product also lets you see more potential to develop your product or add products to your growing list of offers.
Launching a digital product on your website doesn't have to be time-consuming. Visit us as Jemi.so. We provide an all-in-one platform with advanced features for website creation that you can use to streamline the website or page creation process and access tons of templates and designs that will engage with your audience.
Burkhard Berger is the founder of Novum™. Follow Burkhard on his journey from $0 to $100,000 per month. He's sharing everything he learned in his income reports on Novum™ so you can pick up on his mistakes and wins.