10 Elements of a Squeeze Page

For those of you who haven’t heard this term, a squeeze page is basically a short landing page with one main purpose — to “squeeze” the email address out of the visitor to that page.

10 Elements of a Squeeze Page
“10,” Creative Commons license. | Credit: Flickr by Paul Downey

For those of you who haven’t heard this term, a squeeze page is basically a short landing page with one main purpose — to “squeeze” the email address out of the visitor to that page.

In other words, it’s a promotional page with the goal of lead generation (or “list-building”).

Smart marketers like to balance their online mixes and do both direct-to-sale efforts (i.e. selling a product) along with list-building (i.e. lead gen) efforts.

But not all squeeze pages are created equal.

Some are very short and pithy, with a headline and call to action … more ideal for mobile phone viewing. While others have longer copy to convey the value proposition of why the prospects need to give their email addresses.

Your target audience, delivery platform, message, offer and other variables will determine which format you may want to test.

But generally speaking, over the many years I have been creating successful squeeze pages for both consulting clients and top publishers alike, I would have to say that I’ve noticed 10 key elements that help make a winning squeeze page and get conversions.

Here they are:

  1. Gets Your Attention. It’s very important for a good squeeze page to have a strong headline, coupled with an eye-catching masthead image. This is when good persuasive copywriting skills comes into play with creative design.
  2. The Offer. You need to show the reader why they need to sign up and give you their email address … WHAT are they getting out of it? Typically it’s some kind of bonus, such as a free .pdf report, free white paper, free e-newsletter … free something. And that freebie needs to answer a question the prospect may have, solve a problem and teach them something they don’t know. All of the bonus benefits and the value proposition need to be outlined in the body copy in a clear, easy-to-read format (usually bullets).
  3. Why Listen to You? It’s also important to briefly outline WHY the prospect should listen to you. What makes you the expert? Why you are uniquely qualified? In a paragraph or less, it’s a good idea to introduce yourself and your credentials to the reader. Again, strong copywriting comes into play here to persuade the reader that it’s imperative to hear what you have to say and give you their email address.
  4. Visually Appealing. Call-to-action buttons that are bright and catch your attention (i.e. orange, yellow, red), a thumbnail of a free bonus report, a starburst showing the $ value of the free report, a headshot of the expert, and other relevant graphic enhancements are great ways to keep the reader engaged and move the eye down the page.
  5. If you have testimonials that speak to your expertise, use quote boxes and add short, strong testimonials. One or two that have a “wow” factor are best.
  6. No Distractions. As mentioned earlier, squeeze pages have one simple goal: to collect an email address. So it’s important not to have other clickable links on the page or navigation. You want to keep the readers focused on only giving you their emails and clicking “submit.” Don’t have background noise.
  7. Contact Information. At the bottom of the squeeze page, I like to add a brick-and-mortar physical address of the business, as well as the business Web address — that’s un-clickable. If you have a BBB logo or other logo that represents an award, accolade or accomplishment, it helps adds prestige, authenticity and promotes consumer confidence.
  8. Legal Mumbo-Jumbo. It’s important to remember, especially if you’re in the health or financial publishing space, to add the necessary disclaimers specific for that industry. In general, you may want to add something along the lines of: “The information and material provided on this site are for educational purposes only.”
  9. Anti-Spam Pledge. Under the email collection fields and above the call-to-action button, it’s a best practice to add some anti-spam verbiage to alleviate any concerns to the reader that the email may be sold or rented. Some even have a text hyperlink to their privacy policy.
  10. The More You Ask, The Less You Get. It’s a general rule of thumb that for each information field you ask the prospect to give, i.e. first name, email address, etc., you will get fewer responders. Some people ask for mailing address, age and other demographic information. That will deter some prospects and dampen response. However, the ones who do answer have demonstrated a real interest and are more qualified than just visitors who gave their email. So think about your ultimate goal for the squeeze page when determining how much information you’re going to ask for.

The squeeze page is only the beginning.

A good, strategic list-building campaign will have many elements that all work together to get a prospect’s attention (the ad); get them to sign up (the squeeze page); help them bond with the guru or editor; become educated in the publication’s mission; and, ultimately, get the subscriber to convert to a buyer of a paid product.

This is called the onboarding process. And an effective onboarding process is the beginning of the sales funnel that should end with more voluminous conversions in a shorter time-frame than if you don’t have an onboarding process in place.

So evaluate your business. See how many leads (#) you’re bringing in on a monthly basis, at how much ($) per lead, and how quickly these leads are converting to buyers.

Then decide if squeeze pages and setting up an onboarding process are right for you.

Good luck and happy prospecting!

When to Squeeze

A marketing email should not ever be an isolated interaction between you and the recipient—it should be a player in a concert designed to delight, woo and convert. Other players in this concert include forms, links, content, assets, and, importantly, landing pages or squeeze pages. For your recipients, these pages should

A marketing email should not ever be an isolated interaction between you and the recipient—it should be a player in a concert designed to delight, woo and convert. Other players in this concert include forms, links, content, assets, and, importantly, landing pages or squeeze pages. For your recipients, these pages should:

  • Provide a clear, concise path to becoming a customer.
  • Enable them to become customers.
  • Resolve any concerns they may have about becoming customers.

Let’s cover the basics:

A “landing page” is a web page, either on your site or hosted within your ESP or other site, that details the offer of your call to action (CTA). A landing page provides the visitor with several or numerous information sources or paths to engagement. For instance, you might link to white papers and videos that support your message (see Figure 1 int he media player at right), provide social media icons for connecting, or even reviewing options for feedback. In short, there is no limit to the amount of information you may include on a landing page—but more is not always better.

When more is not better, a squeeze page provides an ideal solution. A “squeeze page” is a Web page with a singular focus on the conversion (see Figure 2). Similarly designed to a landing page, it is without the myriad options one might find on a targeted landing page. On this page you’ll have no social icons, no links to your website, and only one option for engagement. As a mnemonic, think of a squeeze page as putting the squeeze on the visitor to do just one thing: complete the call to action referenced in your email.

Landing and squeeze pages provide you with ample opportunities for A/B and multivariate testing. Creating multiple versions of your pages, you can test messaging, buttons, images, color, formats (responsive or static) and much more. What’s more, combined with analytics monitoring, you can discern who’s visiting, for how long, what they did, where they go and so much more.

We have many clients who at the outset were performing some marketing (either direct mail or email), but in most cases were sending recipients to their home page—and without benefit of a tracking URL. There are two primary reasons you should never, never send your marketing traffic to your home page, 1) your home page should provide information appropriate for your general audience and, as such, does not specifically engage the marketing-message recipient; and 2) it is difficult or impossible to discern—even through analytics—which visitors came to your home page through other promotions, and which specifically visited your home page after having received your marketing campaign. These analytics are critical to understanding the behavior of your recipients, so don’t miss this opportunity to collect it, analyze it and act on it.

As you design your landing or squeeze page, use your email or direct mail piece as the guideline. Be sure you are directing clickthroughs to a page using the same art, same messaging and consistent branding. This similarity of design is comforting to the visitor and ensures they’ve come to the right place. Given they found the design of the email compelling enough to click, why spoil the moment? You already found what works, give them more.

If, however, you find that you’re simply not getting the conversions you expected, check the number of visitors first. You must have visits to gain conversions. If not, back up and take a closer look at the initial engagement and consider first things first. No matter how wonderfully written, artfully designed, and programmatically perfect a landing or squeeze page is, if your message does not drive your recipient to visit the page, your conversion rate will suffer. Ensure your message drives the visit before you give angst an audience over conversion disappointments.

If number of visits is within your acceptable range (but when is it ever enough?), work on the other players within your campaign, such as:

  • Form length
  • Form questions
  • Button design and placement
  • Text content
  • Links
  • Downloads
  • Supporting resources
  • Design
  • Programming errors

All of these elements can and should be tested and tracked through A/B and multivariate testing combined with analytics and heat-mapping. Using landing and squeeze pages makes this testing process easier and more reliable than trying to root through or make drastic changes to your site’s home page.

Taking this discussion just one step further, if a landing page simply doesn’t provide you adequate real estate, consider a “microsite,” a series of linked landing pages that spotlights your offer.

Sometimes integrated email means the integrated components within your campaign and rather than the components of the initiative. As you develop your emails, think beyond the inbox and give consideration to the end-to-end experience and what you can provide to your visitor in order to attain that elusive conversion.