A squeeze page is a landing page designed to capture opt-in email addresses from potential subscribers. The goal of a squeeze page is to convince, cajole, or otherwise ”squeeze” a visitor into providing one of their most sought-after and coveted pieces of personal data: the email address.
As its name suggests, there is an element of intentional yet subtle forcefulness involved in a squeeze page. Think the Star Wars crash compactor scene. Squeeze pages should work a bit like that.
It’s a trap!
You don’t want to leave those golden geese a means of escape, and putting in as few hyperlinks as possible narrows the walls around your victims prospective clients. A squeeze page should act as an ultimatum for visitors – either take the offer or leave the page. It should be black and white (not literally though – color is actually pretty important!).
In the same vein, content should be kept to a minimum on a squeeze page (at least above the fold – we’ll get into that in a bit). Content bloat only distracts from your offer. That’s another thing – you’ll want a convincing offer. Something shiny, enticing, and desirable. Your offer needs to be worth surrendering an email address for – in online terms an email address is equivalent to a slice of your soul.
While you can host many different types of content on your squeeze page, some will prove more valuable than others. Prime types of squeeze page content offers include:
D. Bnonn Tennant of Kiss Metrics makes a very interesting point, claiming that if you are going to ask for a user’s email address, it should be absolutely necessary for the offer. Asking for an email address in exchange for a download file or video makes the hair stand up on a user’s spine. Most users know that they shouldn’t have to provide you with an email address in order to watch a video. However, if you are going to send them an e-book, needing their email to do so makes a bit more sense.
In fact, if you try to get users to provide an email in exchange for a video, some users may jump on over to YouTube to find the video on their own, which is a major marketing fail! That’s why I didn’t include video on the list above – online users are just way too accustomed to getting videos in exchange for nothing at all. The key is to stay subtle and be discreet about your true intentions.
If the best offers are those that align with the user data you’re asking for, then when it comes to email opt-ins, naturally email courses are the recommended plan of action.
Email courses are a great offer for a number of reasons:
So how do you create a squeeze page? There are a few different methods:
What elements should be on your squeeze page? What should it look like? In the next section, we’ll look at squeeze page formats and examples to get you started.
Surprise! Everything you know about conversion rate optimization is wrong. Find out why.
The term “squeeze page” is an umbrella term, encompassing any webpage with a primary goal of getting users to sign up for an offer. How you choose to format your squeeze page is up to you. Two common forms of a squeeze page are splash pages and pop-ups.
Pop-Up Squeeze Pages
Pop-up squeeze pages are annoying as hell – you’ll often find them floating on top of content you’re attempting to read, distracting and harassing you until you give up your email address or manage to find the (oftentimes camouflaged) X button.
One survey by Jakob Nielsen found that 95% of users found their online experience was negatively, or even VERY negatively affected by pop-ups. Equally horrific, in another study it was found that over 50% reported that popups negatively affected their opinion of the advertisers. Yikes! Granted, this study was done back in 2004, but pop-ups still tend to be despised by many (although some advertisers do see a drastic increase in conversion rates from offer pop-ups). It’s best to think twice before using pop-up squeeze pages. If you’re going to do it, do it right.
Good Pop-Up: This pop-up isn’t so bad. Sure, it’s blocking content we want to see, but it’s quick to read and there is an obvious X button in the top corner.
Bad Pop-up: This pop-up is ugly and is asking for your email address so that you can see a video – a video you thought you were only one click away from seeing. It looks like spam and most likely is. Also, no X button anywhere to be found.
A splash page is another way to implement a squeeze page. Splash pages are custom pages users are sent to when they first visit your homepage. Having your splash page also serve as a squeeze page means more eyeballs on your offer. The risk is that some visitors may immediately click away from your squeeze page, leaving your site entirely and never even seeing your real homepage! To prevent this, it’s best to include a big old “no thanks” buttons that lets users easily head straight to your homepage. Usually on a squeeze page you don’t want to direct users away, but on a splash page it’s a bit different – users are trying to get to your homepage, so you should still make it easy for them to get there. You’re just throwing them an offer before you let them head home. If you love something, set it free!
If you decide to go the splash page route, make sure the design, copy, and feel correspond with your regular homepage – you don’t want users to wonder where you are. Also add a cookie so that when they visit your site a second time they go straight to your homepage rather than dealing with the splash page again.
The splash page below from the Information Highway Man is a good example, with a very obvious “take me to the normal site” button so that users can still get where they want to go.
And remember, there’s nothing wrong with using a classic landing page as a squeeze page. It’s all up to you!
Here are some tips for optimizing your squeeze page design.
I’m sure more than a few of us have a collection of those huge 32-page PDF files buried on the C drive somewhere. While massively huge collections of white papers may seem enticing in the moment, people aren’t likely to read them. They’re just too busy and don’t have the time. As Kiss Metrics notes, you want to provide something a user will use, not just should use. There’s no value in any single resource unless it’s used.
Keep in mind the form fields that serve as major turn-offs for most users. I myself HATE giving out my phone number – when filling out a free offer, if my phone number is required, more than a few times I’ve simply left and abandoned the offer.
These images won’t always be the most interesting, especially when dealing with ebooks and white papers, but something is better than nothing.
Looking for more tips about bumping up your landing page conversion rates? No problem!
Below are some examples of squeeze pages in all their gruesomeness and glory. Enjoy!
What Does it Do Right?
What Does it Do Wrong?
What Does it Do Right?
What it Does Wrong
What it Does Right:
What it Does Wrong:
We hope you enjoyed this guide to squeeze pages. Do you have any advice on how to make a super squeeze page? Tell us in the comments!
Megan Marrs is a veteran content marketer who harbors a love for writing, watercolors, oxford commas, and dogs of all shapes and sizes. When she’s not typing out blog posts or crafting killer social media campaigns, you can find her lounging in a hammock with an epic fantasy novel.
See other posts by Megan Marrs
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