Sales Letters are prominent in online businesses. It is what is being sent to customers or potential customers as follow up, selling, or up-selling. It is a tool to entice and finally buy the product or service. Once traffic lands on the site or page, conversion rate is greatly affected by the structure of the sales letter.

The concept of sending a sales letter comes from the sales practice in the physical world; particularly in direct response marketing. It is a substitute for the sales people who are being hired in order to convince consumers to buy a product or service; and the physical mails that really costs a lot to print and send. It is a way to bring the business online, and be known in the larger electronic market at a lower cost.

In addition, the usual sales letters being sent today are just one page long. So far it is the most famous way of introducing and promoting products or services to the online market. The detail it contains is kept within the page to make it viewer-friendly; and has the focus of talking to the potential customer only, compelling him or her to purchase. This technique has already been proven effective as there are a lot of businesses that are successful with it.

In relation, a good conversion rate associated with a sales letter is from 2 to 4 percent. Of course, the business is doing a lot better if the rate is more than this. There are even businesses that reach up to 30% conversion rate with the help of sales letters.

Furthermore, as the sales letter consists of mostly words and a bit of images, it is important to make use of the proper words. There are certain powerful words that could entice or offend. It can literally sell if utilized in the right way; but can also distress viewers aside from failing to get the sale. The words speak directly to the brain without any sound. It can make or break the sale in an instant, depending on how it is perceived by the person reading.

If a site is not getting the targeted conversion rate, it is then better to take a look at the sales letter and see the possible improvements that could be done with it. Having it properly structured would be a long time help for the venture to reach its goals, especially in the online market. It could be just one of the things to check but it must be one of the priorities as it can keep or push away consumers.

Moreover, it is even better to set the sales letter structure as one of the priorities when having an online site. This is in order to be pretty prepared for the traffic that will come to the site; especially if the site will be enrolled in traffic exchange programs. Since traffic exchange will surely bring in the targeted traffic and once the viewers sign up on the page and leave their details, the sales letter must be compelling enough to close a sale or to up-sell more products.