You’ve put so much effort into creating your package, programme, course or membership.

And then so much effort to create a sales page that does it justice.

And yet there is still more work to do before you can start getting paid for your beautiful new thing.

A big blank checkout page stares back at you.

What do you need to include?

Or should it just be blank fields for the customer to fill in?

Let me help you with that.

Here are 7 checkout page essentials to help you sell more of your online course, group program or membership:

#1 The name of the product you are selling

Let them know that they’ve clicked through to the right page and the thing they’re buying is the thing they thought they were buying.

#2 At least one sentence describing what that thing is

Yes, I know that you already covered this on the sales page, and they already decided to buy. Your checkout page needs to make them feel really safe, and that they’re buying the thing they think they’re buying.

#3 Bullet points highlighting the main things included in the purchase

Same reasons as #2 up there 👆👆👆. How many times have you hovered at the checkout (online and in real-life) while you double-triple-checked the packaging to make sure you the thing you were buying would give you what you wanted/needed?

#4 Any money-back guarantee you’ve promised

If you used a symbol with the wording for your money-back guarantee on your sales page, you can repeat the symbol here. If you don’t want to include a guarantee that’s totally fine. But if you are offering one, then mention it on the sales page AND the checkout page.

#5 Your business logo and any other visual clues that they are in the right place

Make the transition from your sales page to the checkout page as seamless as you can, so it looks and feels like they are still under your umbrella. If you used icons or logos, or mock-ups on your sales page, repeat one or two of them on the checkout page. Use the same colour palette and font if you’re able to.

#6 Link to your terms and conditions for the product

Save yourself heartache later, by adding a link to your terms and conditions, plus a checkbox so the customer can accept them. I used the ones from Braden Drake’s Contract Vault (affiliate link).

#7 Testimonials

It’s natural to feel a little wibbly-wobbly about our decision-making just as we’re about to hand over payment details. If you have plenty of testimonials, you don’t need to squeeze them all onto your sales page, you can save some for your checkout page to give that final reassurance that buying your thing is a great decision.

Aligned Persuasion: How to be persuasive without being a fear-mongering varmint