Guide To Squeeze Page Design

Let’s start with what a squeeze page actually is.

Any search for an explanation of these critical marketing pages could easily confuse you since they are known by four different names: “squeeze page,” “capture page,” “lead capture page” and “opt-in page.”

They are all the same thing.

A squeeze page houses your opt-in form and provides a place for your contacts to find you, evaluate what you are offering and make the decision to become an active subscriber of your list.

A squeeze page is very similar to a sales page in terms of its primary function is to pull in customers and motivate them to take action.

In this case, subscribe to your list.

That call of action is essential in creating high performance squeeze pages, and you must place emphasis on ensuring that your visitors are directed to fill in the opt-in form, otherwise they will not be added to your list.

You need to clearly direct visitors to enter in their name and email address as well as instruct them to confirm their request to join your list (if you are using double opt-in).

One thing to keep in mind when developing your squeeze page is that it should motivate visitors in the same way that a traditional sales page should, however, the actual structure of your squeeze page will be very different.

With sales pages, they are typically designed to offer as much information about a particular product or service as possible, since the main focus is on transforming a visitor into a customer.

With a squeeze page, you aren’t asking your visitor to make a decision to purchase or commit to anything other than to subscribe to your mailing list where they are rewarded with a free product.

Keeping this offer or giveaway in mind, when you develop a squeeze page, you need to have a strong focus on your market, and design your offer around an existing problem, need or question.

To come up with the best incentive offer possible, you’ll need to thoroughly evaluate your market, as well as competing offers so that you can create  a relevant product that is in demand and likely to capture attention from your target audience.

Why Not Just Put an Opt-in Form on Your Blog Sidebar?

The truth is that you cannot rely on casually placing your opt-in forms  just anywhere to motivate your visitors to give you their contact details.

A simple opt-in form on the sidebar of a busy blog could be easily overlooked by visitors reading down the page.

Squeeze pages are all designed around identical concepts.

The actual presentation may be different, but the focus and intent is 100% the same on any successful opt-in page.

Read behind the words and feel the emotional triggers and subtle guidance those pages are utilizing to get you to give your details.

The more you can learn from watching the successful marketing gurus, the better off you will be with your own marketing campaigns.

To help you create the most effective squeeze page possible, here is a quick overview of the most important elements that you need to include in your own squeeze page:

Compelling, Attention-Grabbing Headlines

Your squeeze page’s headline should be the very first thing that your visitor sees and therefore it needs to attract attention, draw them in and keep them focused long enough for them to become a confirmed subscriber of your mailing list.

Your headlines text size should be larger than the rest of the text on your page, and for increased exposure, consider adding color to your headline (red and blue works well).

You could also consider highlighting your headline and any sub headline that you use.

Center your headline within your template and try to work in your opt-in box so that it is close to the headline itself.

Content/Body

 You should keep your content trimmed down so that it focuses only on the most important information that you have to share.

Avoid wordy squeeze pages that offer endless paragraphs of information. 

Your squeeze page has ONLY one task, to convert visitors into subscribers and so you need to keep it clear, concise and of course, exciting!

You will want to split test your copy (including lengths) to determine what will increase conversion rates, but in the meantime, here is a quick overview of how to better structure your squeeze page content so that it is easy to read, understand and encourages subscriptions:

1) Use Bullet Points To Highlight Benefits

Bullet points emphasize the important benefits they will gain from your product and draw attention to why they should become a subscriber to your list.

This is a great way to showcase the benefits of becoming a subscriber, and what they will receive, in return, for their subscription.

For example, if you were offering a report on the ‘Insider Secrets To Finding A Work At Home Job’, your benefit list could include:

  • Find out how to land a high paying telecommuting job even if you have absolutely no experience online!
  • Avoid devastating work at home job scams that circulate the industry and target people just like you!
  • Discover the #1 freelance website where 99.9% of new telecommuters are able to secure employment in their first week online.
  • Create a compelling resume that guarantees you stand out from the crowd and get noticed by top paying companies online!

 

2) Retain Focus At ALL Times

Eliminate any external links and keep your squeeze page focused.  You want to avoid distractions or in directing potential subscribers to external websites (or even internal pages on your site).

Their ONLY option should be to subscribe to your mailing list.  You don’t want to confuse them or deter them from your one objective;  getting that lead.

Avoid navigation menus, widgets, plugins, or links to articles.

Your squeeze page should be one-page long, feature your bullet list, headline, opt-in box and private policy. 

Eliminate clutter and any information or content that is not necessary to securing the subscriber.

3) Strong & Clear Call To Action

If you want your squeeze page to successfully recruit new subscribers, you NEED to clearly direct visitors to fill out your opt-in form and confirm their request.

Do NOT assume that people know what to do.

Remember, not everyone is likely to have experience with mailing lists, and so you need to directly instruct them as to how they are able to gain access to your free, high quality offer.

Just the same, you also want to direct them to confirm their request to join your list once they have entered in their name and email address.

If you are using a double opt-in format, you will NOT be able to communicate with subscribers who have not verified their request, so make absolutely certain that you are following up and instructing everyone to confirm.

(You can do this by automatically directing subscribers to a secondary page on your site that thanks them for subscribing and tells them that the final step is to check their email and confirm their request to join your list by clicking on the verification link sent out by your autoresponder system). 

Just like your squeeze page, keep your confirmation page clean and crisp. 

Avoid ANY external links at this point because you need your subscriber to follow your instructions instantly, eliminating any chance of them forgetting to confirm. 

Consider highlighting your call to action, or using bold text to emphasize it, like this:

“Submit Your Information Immediately To Claim
This FREE Report – Before It’s Gone!”

 

This creates a sense of urgency and gets them excited about what you’re offering. 

This is an important element to keep in mind. You also may want to try a more specific scarcity tactic, like:

 “Only 25 Copies Available !
Claim Yours Before It’s Gone!”

 

4) Minimize Graphics and Use Them Wisely

Your squeeze page should load quickly and remain clean and focused.

However, it’s been proven that using report covers, or ecovers can increase subscriber rates by giving your visitor a visual picture of what they will receive after subscribing to your list.

Make sure that the graphics you use are high quality and original, and that your report cover portrays the product or offer you are giving away accurately.

If you are offering a short report on ‘Dog Training Mistakes To Avoid’, make sure that your report cover clearly illustrates the topic.

Always make sure that you personally go through the subscription process before launching your campaign to make sure that you receive the initial welcome email sent out by your autoresponder, and that your opt-in box itself works properly.

Squeeze pages can be as detailed and lengthy or as short and precise as you wish, depending on your target market and overall layout. 

You NEED to make sure that you emphasize the benefits of joining your list, and that you highlight the opt-in box, drawing attention to it and whenever possible, keeping it visible above the fold.

Always use a headline that explains exactly what they will receive after they become a subscriber.

People don’t always give away their email address so easily and it’s your job to explain exactly how they will benefit by doing so.

Regardless of how you structure your squeeze page, you need to thoroughly test what works and how you can improve it. 

Next, I’ll show you exactly how to set up a simple split testing system so that you can tweak and improve your squeeze page conversion rates.

Create Multiple Squeeze Pages

Rather than just constructing one squeeze page, consider creating a network of opt-in pages that cover various markets as well as the SAME market, but offering a different giveaway product.

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By doing this, you are able to cater to all sorts of people who might not be interested in one giveaway but would gladly sign up to receive another.

Plus, you can easily split test different layouts and templates by running various squeeze page offers at once.

Keep in mind that the more squeeze pages you have in circulation, the more exposure you’ll receive.

Note: You can use the same autoresponder sequences for all of your squeeze pages within the same niche markets, as long as you customize the introductory email so that it features each unique giveaway/offer.

Split Testing Squeeze Pages

Regardless how well you design your site, or how thoroughly you analyze each section of your squeeze page, there is no way that you will be able to accurately predict how well your visitors will respond to your offer, without comparatively testing alternative layouts.

The software I use is Split Test Monkey. I find it simple to use but very effective.

One easy method of testing your pages and evaluating conversion rates is by using Google’s Website Optimizer, a free tool that will help you run simple split tests of any websites you own.

You can sign up for a free account at:

http://www.google.com/analytics/

You will need to add a snippet of code to your squeeze page after creating your Google Analytics account.

This code is given to you by Google and is available within your account once you have added and verified your website’s location.

Once this code is placed on your website, Google Analytics will start tracking your visitors and traffic.

When split testing, start with only one element at a time.

For example, if you change the headline on your squeeze page, leave everything else in its original state until you determine whether tweaking your headline helps with conversion rates.

Once you have determined what headline works best, change another element of your squeeze page, such as the color scheme, opt-in box frame, or summary of your offer.

Always test the original against the variation and give it enough time to accurately determine whether your changes have increased your subscription rate before making any permanent changes. 

If you find it difficult to create a squeeze page, one easy tactic is to study existing squeeze pages in your market, and then create yours so that it is modeled after successful pages.

Don’t copy from them, but use it as inspiration and a foundation in which to build your own.

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Another thing to consider is building video based squeeze pages, where you feature a video alongside your opt-in form that shows your visitors a slideshow or presentation of what you are offering.

Use a free movie making program like Windows movie maker, if it came with your computer, or download a trial copy of Camtasia (http://www.TechSmith.com) and create a short video or slideshow that speaks directly to your target audience and showcases the benefits of your mailing list or newsletter.

Remember to split test your squeeze pages, so that you are consistently tweaking and improving them for best results!

As I said above, the software I use is Split Test Monkey.