Collecting email addresses has always been a challenge for us at Ticker Nerd. And since we’re a premium investing newsletter, emails are our most important metric. We’ve tried everything from full-page pop-ups to aggressive exit intents. Occasionally they’re effective, but we generally avoid them since they tend to annoy our users. Recently, we decided to try a new tactic: we converted our homepage into a squeeze page. And it worked. In this article, I’ll walk you through how it worked for us and the reasons why you may—or may not—want to implement a squeeze page.
What is a squeeze page?
A squeeze page is a specific type of landing page that is designed to capture a user’s information, typically their email address. The term “squeeze” refers to the goal of squeezing or extracting this information from the visitor. Unlike a traditional landing page, which may have multiple objectives or calls to action, a squeeze page is focused solely on obtaining user data.
Purpose
The main purpose of a squeeze page is to collect valuable information from visitors, usually their email addresses. By obtaining this information, businesses can build their email list and establish a direct line of communication with potential customers. This allows them to nurture leads, send targeted marketing campaigns, and ultimately drive sales. Squeeze pages are commonly used in email marketing and lead generation strategies.
Design elements
Squeeze pages typically have a minimalistic design, with few distractions or elements that could divert the user’s attention from the main call to action. They often feature a concise and compelling headline, a form or opt-in box to capture user information, and a clear call to action. Visual elements such as images or videos may also be included to enhance the page’s appeal and engagement.
How does a squeeze page work?
User journey
The user journey on a squeeze page starts with the visitor landing on the page. The purpose of the squeeze page is to quickly capture the visitor’s attention and persuade them to provide their contact information. This information is typically requested through a form or opt-in box on the page. Once the visitor submits their information, they are typically redirected to a thank-you page or receive a confirmation email.
Lead capture
The primary goal of a squeeze page is to capture leads, specifically email addresses. This is done by offering something of value to the visitor in exchange for their contact information. Common lead magnets or incentives include e-books, whitepapers, exclusive content, discounts, or access to a newsletter. The capture process usually involves the visitor filling out a form with their name and email address, although additional fields such as phone number or company name may also be included.
Conversion rate
The success of a squeeze page is typically measured by its conversion rate, which is the percentage of visitors who provide their contact information. A high conversion rate indicates that the squeeze page is effectively convincing visitors to take action, while a low conversion rate may indicate a need for improvement. Factors such as the page design, headline, copy, and incentive offered can all impact the conversion rate.
Benefits of using a squeeze page
High conversion rate
One of the main benefits of using a squeeze page is its potential for high conversion rates. Because squeeze pages are designed to focus on one specific call to action and eliminate distractions, they can be highly effective at capturing user information. With a well-designed and compelling squeeze page, businesses can significantly increase their conversion rates compared to more traditional landing pages or pop-ups.
Increased lead generation
By using a squeeze page, businesses can generate a higher volume of leads and build their email lists. Squeeze pages are specifically optimized for lead capture, making it easier to collect valuable user information. With a growing email list, businesses have a larger pool of potential customers to engage with and nurture through targeted marketing campaigns.
Improved user experience
Squeeze pages are typically designed to provide a streamlined and focused user experience. By eliminating unnecessary distractions and presenting users with a clear call to action, visitors can quickly understand the purpose of the page and take action if they are interested. This can result in a more positive user experience and a higher likelihood of engagement.
Factors to consider before implementing a squeeze page
Target audience
Before implementing a squeeze page, it is essential to consider your target audience. While squeeze pages can be effective for lead generation, they may not be suitable for every audience or industry. Some audiences may have a lower tolerance for providing their personal information, while others may be more receptive to the incentive offered. Understanding your audience’s preferences and behaviors will help determine if a squeeze page is the right approach for your business.
Business goals
Another important factor to consider is your business goals. Are you primarily focused on lead generation and building your email list? Or are you more interested in immediate sales and conversions? Squeeze pages are primarily designed for lead capture, so if your main objective is immediate sales, a different approach may be more appropriate. It’s crucial to align your goals with the purpose and capabilities of a squeeze page.
Type of product or service
The nature of your product or service can also influence the effectiveness of a squeeze page. Some products or services may naturally lend themselves to lead capture, as they offer valuable information or incentives that align with visitor needs. However, for other types of products or services, a squeeze page may not be the most suitable approach. Consider whether your offering is compelling and valuable enough to convince visitors to provide their information.
Types of squeeze pages
Basic squeeze page
A basic squeeze page is the most straightforward type of squeeze page. It typically consists of a headline, a brief description of the incentive or offer, a form to capture user information, and a call to action button. This type of squeeze page keeps the design minimal and focuses on delivering a clear message and value proposition.
Video squeeze page
A video squeeze page incorporates a video element to engage visitors and convey the message or offer. The video may feature a spokesperson or presenter who introduces the incentive, explains its value, and encourages visitors to take action. Video squeeze pages can be highly effective at capturing attention and increasing engagement.
Lead magnet squeeze page
A lead magnet squeeze page focuses on offering a valuable lead magnet or incentive in exchange for visitor information. The page typically highlights the benefits and features of the lead magnet and may include testimonials or social proof to enhance its appeal. The primary goal of a lead magnet squeeze page is to convince visitors that the offer is valuable enough to warrant providing their information.
Best practices for creating a squeeze page
Clear and compelling headline
The headline of your squeeze page is crucial in capturing the visitor’s attention and conveying the value proposition. It should be concise, compelling, and clearly communicate the benefit or incentive offered. Use strong, action-oriented language and ensure that your headline aligns with the content and message of the page.
Engaging copy
The copy on your squeeze page should be concise yet informative, highlighting the key benefits of your offer and addressing the visitor’s pain points. Clearly explain what the visitor will receive in exchange for their information and why it is valuable to them. Use persuasive language and consider including social proof, such as testimonials or case studies, to build trust and credibility.
High-quality visuals
Incorporating high-quality visuals, such as images or videos, can enhance the appeal and engagement of your squeeze page. Use visuals that are relevant to your offer and help convey the message effectively. Avoid using generic or stock images, as they can come across as unauthentic. Invest in professional photography or create custom visuals that align with your brand and message.
Examples of effective squeeze pages
Company A’s squeeze page
Company A has a squeeze page that offers a free e-book on personal finance tips. The headline clearly communicates the benefit: “Master Your Finances with our Free E-book.” The copy explains the value of the e-book and highlights key topics covered. The page features an eye-catching image of the e-book cover and includes a form with fields for name and email address. The call to action button says “Download Now” and prominently stands out on the page.
Company B’s squeeze page
Company B’s squeeze page features a video that introduces their online course on digital marketing. The headline highlights the opportunity to “Become a Digital Marketing Expert.” The video showcases snippets of the course content and testimonials from satisfied students. Below the video, there is a form to capture user information, and the call to action button says “Enroll Now.” The video squeeze page effectively engages visitors and provides a comprehensive overview of the course.
Company C’s squeeze page
Company C’s squeeze page focuses on a lead magnet of a free recipe book for healthy eating. The headline entices visitors with “Delicious and Nutritious Recipes at Your Fingertips.” The page includes mouth-watering images of the recipes and features a form to capture user information. The call to action button says “Get Your Free Recipe Book” and is highlighted with a contrasting color. The lead magnet squeeze page effectively appeals to health-conscious individuals looking for new recipe ideas.
Common mistakes to avoid when creating a squeeze page
Too many form fields
One common mistake is including too many form fields on the squeeze page. The more information you request from visitors, the less likely they are to complete the form. Keep the form fields to a minimum, typically asking for just the visitor’s name and email address. Additional fields should only be included if they are absolutely necessary for your business needs.
Lack of social proof
Social proof, such as testimonials or reviews, can significantly enhance the credibility and trustworthiness of your squeeze page. Including social proof helps address any doubts or concerns visitors may have and increases the likelihood of conversion. Don’t overlook the power of testimonials and positive feedback in convincing visitors to provide their information.
Unclear call-to-action
The call to action (CTA) is a critical element of any squeeze page. It should be clear, concise, and prominently displayed on the page. Avoid using generic phrases like “Submit” or “Sign up.” Instead, use action-oriented language that clearly communicates the next step, such as “Download Now” or “Get Your Free Guide.” Make sure the CTA stands out visually and is easily distinguishable from the rest of the page.
How to optimize your squeeze page for better results
A/B testing
A/B testing is a powerful technique to optimize your squeeze page and improve its performance. By creating multiple variations of your squeeze page and testing them against each other, you can identify which elements are most effective at driving conversions. Test different headlines, copy variations, form placements, and visuals to determine what resonates best with your audience and yields the highest conversion rates.
Optimized form placement
The placement of the form on your squeeze page can significantly impact conversion rates. Test different locations and page layouts to find the optimal placement that maximizes form completions. Consider placing the form above the fold, so it is visible without the need for scrolling. It should also have a clear path to completion, with minimal distractions or unnecessary steps.
Mobile responsiveness
Given the increasing use of mobile devices, it is crucial to ensure that your squeeze page is fully optimized for mobile responsiveness. Test your squeeze page on various mobile devices and screen sizes to ensure a seamless user experience. Ensure that the page loads quickly, the form is easy to complete on smaller screens, and all elements are displayed correctly. Mobile-friendly squeeze pages are essential for capturing leads from mobile users.
Conclusion
Implementing a squeeze page can be a highly effective strategy for capturing leads and growing your email list. By focusing on lead capture and providing valuable incentives, businesses can increase conversion rates and capture valuable user information. However, it’s important to carefully consider your target audience, business goals, and the nature of your product or service before implementing a squeeze page. By following best practices, avoiding common pitfalls, and optimizing your squeeze page, you can maximize its effectiveness and drive better results for your business.
