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LOVE ME, SQUEEZE ME
Maximizing Landing Page Conversions Using Squeeze Pages
February 2009Gregg Holtsclaw Director, Online MarketingDelphic Sage
 
 
© Copyright 2008, Delphic Sage, LLC
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WHAT IS A SQUEEZE PAGE ANYWAY
Simply put, a squeeze page is a landing page on a web site, or sometimes the entire site, that offersinformation or access to protected content in exchange for email, name, or mailing address. If youcame to this whitepaper via the Delphic Sage website,  www.delphicsage.com/squeezepages , you have seen a squeeze page. Examples other than white papers would include: food wrappers, soda bottletops, or e-book pages that allow you to check for a winning number or receive something free-as longas you submit your information.Some frequently shared elements of a squeeze page:
 
Bold headlines
 
Bullet Points or Lists for quick information consumption
 
Teaser copy or abstracts
 
Testimonials, comments, or self-promoting statistics
 
Use of deadlines to emphasize call to action
 
The absence of leaks, allowing only forward momentum
Common Squeeze pages uses:
 
Contest or sweepstakes.
Offline to online, such as fast food, food wrappers, bottle tops, orbillboards are examples of big brand products using squeeze pages to create opt in lists or increasepage views. Online offers like co-registration sites, such as those promising free gas card or gift cardfor filling out multiple registrations, are examples of offers that only exist online.
 
E-information
. Online- only information, such as e-books, podcasts, videos, or strategy guides. Think
about gurus, experts, or people with a “system.” 
 
 
E-services.
An example would be an expert offering advice. Think financial services, design services,or other content focused ideas.
 
Opt in list building.
Opt in list building examples could include companies building prospect lists or aniche demographic like new moms being presented with a mailing list or message board so that anopt in list can be created purely for rental to other companies.
HOW CAN SQUEEZE PAGES INCREASECONVERSIONS & JUSTIFY CAMPAIGNS
Squeeze pages work quite well for three reasons.First, squeeze pages use the familiar approach of direct mail and update that approach for the web. While companies will often make mistakes regarding fonts, text colors, or even formatting, the basicfoundation of the page translates well from direct mail, so it is a familiar site for visitors. Also it is not
 
 
© Copyright 2008, Delphic Sage, LLC
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to be overlooked that direct mail pieces were based on the foundation of journalism, getting to thesubject quickly and sparsely using tight copy, which certainly is helpful.Secondly, squeeze pages work because they organize content correctly for web consumption. Mostsqueeze pages follow the f-pattern of site view on pages, use keyword dense headers, use formattingsuch as short paragraphs, lists, or bullet points, and use short forms to promote their content. If youlook at any style guide or web writing guide, or even most writing for SEO guides, you will notice thatmany squeeze pages are a practical application of the information they contain.Third, and finally, squeeze pages tend to have a very specific audience and specific goals. Informationin context is the best information. In addition, if you compare a handful of squeeze pages and ahandful of general pages on a large site, you will notice that squeeze pages tend to stay on task, whilethose pages from a larger site tend to stray from their purpose. Often companies will get lost in
product pages, galleries, about us pages, and other extraneous pages that don’t mesh well with their
 bottom line goal-sell.Other reasons that squeeze pages convert well include:
 
Squeeze pages have a call to action.
Conservatively 70% of the professional pages that we see donot feature a call to action.
 
Squeeze pages are focused.
Instead of being all things to all people, they deliver targetedinformation to a segmented audience.
 
Squeeze pages have a defined goal-get the info
. We often see people that insert two or threemore steps into purchase or registration paths than is necessary, when the fact is that, if someonewants your product or information, giving it to them immediately converts.
 
Squeeze pages don’t have leaks.
While some navigation is great on landing pages, anybody whohas looked at their analytics package can tell you bluntly-the more navigation options you have, thelower your conversion rate gets.
 
Squeeze pages do a better job on the follow-up
. Whether you use an autoresponder, a phonefollow-up, or even a future email after the opt-in, squeeze pages actually follow-
up. They don’t get
lost in to-dos, buried on a call list, or ignored completely because someone would rather be onFacebook than follow-up.
It’s
easy to try, and the results are clear to see. With your next campaign try to optimize your page views, opt-ins, and sales by using a squeeze page.
SHOULD YOU USE LONG INFOMERCIAL SALESLETTERS OR SHORT COPY
Simply put, you should use what works. Do a quick A/B test of long copy and short copy and find out.Send half your list to page 1 and half to page 2, and see which one works better.
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