We need, first of all, to clarify what is meant by a squeeze page. It’s a landing page with the sole purpose of getting visitors to subscribe to an email marketing list or an enewsletter. The big difference between it and any other page which contains a sign-up form, is the word sole. It is dedicated to that one function.
I would be the first to admit that limiting the purpose of a targeted page is not normally a sensible tactic, but in the case of squeeze pages, it is effective. The page can, and should, be designed to do that one thing. Anything else is to be ignored.
I heard a squeeze page described as an ultimatum. You will do what I want or you will go. It’s best to be a bit subtler than that, but the idea should be at the front of your mind when working out what to put in it. Leave no alternatives.
Such a requirement will, in certain ways, ease the design phase. There will be no clutter. Any inclusion, image or copy, will be lean and direct, and the same will apply to the heading, colour and features. Keep it simple and keep it on message.
You will be offering something in payment for their email address. What this should be is the big question, and will depend on the targeted group of course. Oddly, many offer information which is easily available elsewhere. I’ve seen promises: such as regular updates on law, inside information, up to date advice on investments, and more along the same line.
Ebooks are popular, at least with email marketing companies after subscribers. I’ve got a folder specifically for such items. Whether they are as popular with your visitors is another matter.
Whatever you are offering, you want to make it the main feature of the page, one that is seen as soon as it appears. ‘Guidelines on how to increase completions by 58%’. We’d all like to do that. I wasn’t convinced by the 58% at the time, and even less so when I read the ebook. Ensure you deliver what you promised. The unsubscribe button will catch the dishonest.
Research of squeeze pages is about as easy as it gets. They are everywhere. If you follow the links, somewhere you will be promised the answer to all your problems if you’d just subscribe to an email marketing list. I can reassure you that they appear much of a muchness. This does not mean the design and layout will work for you.
Beware of anything that looks generic; they have little to teach you. Search for those that are a bit different. What is it that caught your eye? Is it something that might appeal to your target audience? Unusual can excite, as long as it is done for a purpose.
Pick a number of styles, perhaps five, and test them. Sooner or later, one will show out as the best. Work out why it is so attractive, and then incorporate the factors into your squeeze pages.
