In the landscape of digital marketing tactics, the squeeze page exists for a single purpose: acquire email addresses. A squeeze page is a type of landing page that, instead of offering various calls-to-action (CTA) and options, it’s a simple, copy-light page that asks for a name and email address for lead generation or conversion.
Landing Page vs Squeeze Page
We’ve already established that a squeeze page is a type of landing page, but it’s important to remember that not all landing pages are squeeze pages. So, what exactly are the differences between the two?
For starters, landing pages are often used as standalone web pages whereas squeeze pages typically are only lead-ins. They can even take the form of a pop-up or overlay of a main page, but they generally will not be found on their own.
Additionally, a landing page can have many functions. The goal could be to have the visitor download an ebook, fill out a contact form, create an account, or convert to a sale, and the CTA will reflect that overall goal. However, with a squeeze page, there is only one goal: gather names and emails to use for further lead generation and/or lead nurturing. This means there will be minimal copy and only a strong, simple CTA to keep it short and sweet for the viewer.
How It Works
Now that we know the “what” of a squeeze page, let’s talk about the “how.” What are the inner workings of this marketing tool that make it so useful?
We can boil the squeeze page’s effectiveness down to two traits: the simplicity, and the offer.
Because this type of page is clean, concise, and easy for the eyes to decipher quickly, it proves to be far less intrusive than other forms of lead generation. A viewer will be able to decide within moments whether to input their information or opt out. In this way, it’s a much less in-your-face method of collecting data from your audience, and more of your audience will be inclined to provide their details. Then, you have a great opportunity to keep in contact via email, build a relationship, and nurture leads deeper into the sales funnel.
Now, the offer is another important aspect of the squeeze page. Typically, you’ll offer something that’s of value to your audience in exchange for their email. After all, it’s a two-way street, right?
Your offer could consist of anything from a product discount to free information, but this will be the benefit you give that makes the viewer feel like it was worth their time and effort to provide you with their information. The offer can make or break your squeeze page, so test out a few different options to see what resonates best with your audience.
When to Use a Squeeze Page
If you’re not adapting and advancing your marketing strategies constantly, over time leads and conversions will start to dwindle. Entropy gets the better of all of us at some point.
This is where a squeeze page becomes beneficial. It extends an invitation to every site visitor to connect with you in the future as they can significantly increase conversion. Many people avoid squeeze pages believing they can deter users or cause them to bounce, but this couldn’t be further from the truth. Some companies may experience a higher bounce rate as a side effect but, in general, the hike in conversions more than compensates for this reaction.
Once you’ve decided to implement a squeeze page, you need to craft one that is strong and effective. However, aside from conciseness and an offer, what are the elements of a good squeeze page?
Here are a few of the critical factors that make or break your squeeze page:
- Headline: As with any other marketing tool, a squeeze page is only as good as its headline. Is it quick and to the point? Is it pithy and memorable? Does it explicitly state the benefit you’re offering? If not, get back to the drawing board and rewrite until it’s persuasive and conversion-friendly.
- Clarity: The worst thing you could do with a squeeze page is clutter it up with verbiage and images that make it harder for the reader to figure out what you’re trying to sell them. Instead, keep all copy short and clear, and be minimalistic with your layout and color scheme.
- Boldness: Let’s be real ― you’re putting this page in front of your visitors and asking them for their email. That’s pretty bold. However, if you’re going to do it, go all-in. Your copy should reflect your confidence that you have something valuable to offer, and your visuals should be attractive, modern, and, if possible, even include a recognizable figure to add some interpersonal feel.
- CTA: Every piece of marketing has one, and your squeeze page is no exception. Your CTA will most likely be a button that is recognizable easily and very prominent to make a conversion that much more likely.
- An opt-out: Nothing makes a viewer bounce faster than feeling like their hand is being forced. If your viewer doesn’t want to give you their email address, they don’t have to. While certainly don’t make it as prominent as your CTA button, you do need to provide an opt-out for your audience. This can be in the form of an “x” in the corner or a “No thanks, not today” link. However you go about it, ensure that this is part of your page.
- Measurement: The only way your squeeze page will remain effective is if you are constantly testing and optimizing. Try out different headlines, offers, imagery, or site placement to discover what works best, and then adjust accordingly.
The Bottom Line
Generating leads and boosting conversion is a struggle for every small business. However, with a little help from carefully placed squeeze pages, you can overcome this challenge and gain a wide range of contacts to nurture through the sales funnel and develop into loyal clientele.