Conversion Optimization

5 Things You Need to Know About Squeeze Pages

by Emily Wood
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The world of marketing is full of quirky jargon, phrases, and acronyms like Lead Gen, B2B, API and now: squeeze pages. “Squeeze page” is the new kid on the block in the marketing industry and the term used to describe a page created specifically to capture opt-in email addresses from potential subscribers. The word squeeze comes from the overall purpose of squeezing information from users before they leave the page (enticed by an offer and therefore willing to trade their information).

These types of pages have recently grown in popularity, being used as the trendy new tool in campaigns to reach potential customers, and showing high interaction rates that confirm their wide-ranging appeal.  

elle-squeeze-page
Squeeze page from Elle magazine (online)

Still unsure about squeeze pages, or new to using them? We pulled together a quick guide on why you should consider one for your next campaign and the best practices for getting started.

What Is the Difference Between a Squeeze Page and a Landing Page?

First, it’s important to understand that a squeeze page serves a totally different purpose than a traditional landing page and should not be used in place of one. Using a squeeze page as a homepage, for example, is a big no-no as a homepage should be serving all kinds of calls to action and general options for users to navigate around your site. Squeeze pages look to capture one type of information and then disappear.

Landing pages are individual pages that can serve a number of purposes: informational, directional, even interactive. A squeeze page has just one job: capture a name and email address. This makes them ideal for any marketing campaign as they cut out the fluff that can sometimes distract users from signing up or opting-in.

Squeeze pages are also different than PPC landing pages, in that they only serve to gain information, whereas a PPC page is used to funnel users who have clicked from a paid advert and are looking for a quick answer, help with a direct query, or to complete a conversion goal.

While you could argue all three of these pages are trying to encourage users to complete an action, only squeeze pages request user information directly.   

 Why Should I Use a Squeeze Page?

If your marketing contact list looks a bit tired and you need to gain new leads, sell a new product, or want to offer customers exclusive information, you should be using a squeeze page.

Squeeze pages have become recognized as one of the best tools for improving lead generation for all types of businesses looking to broaden their reach. Due to their versatility, you can have squeeze pages appear on a variety of platforms such as websites, articles, social channels—basically anything that has the potential to reach people. Choosing the right place to target your squeeze page should be a carefully considered part of your campaign. Targeting a channel where your existing traffic is low, for example, may not be a great option.

The short, direct approach of the squeeze page means that users can quickly decide whether or not to give their information over and then carry on with whatever they were doing. It’s a slick, efficient way to obtain valuable information for your business without bombarding users with lots of information.

What Should Be Included on a Squeeze Page?

Less is more when it comes to a great-performing squeeze page! Just include a solid offer and a capture box for a name and email address. The rest comes down to how enticing the ‘magnet’ (offer) is.

rent the runway squeeze page
Rent the Runway offers discounted memberships on its squeeze page

Make sure your copy is concise, to the point, and appealing. Remember, the whole purpose of this page is to gain an email address and make this call to action as quick and effective as possible. Whether you’re offering discounts, freebies or a download, your users will need to be suitably impressed and want to give you their email address. 

And, while this may seem ironic, a great squeeze page will have a clear option for users to decline the offer and close the page. Usually, a “close” option fits in the top right corner, or as an option underneath the main call to action (simply saying ’No, thanks’) that then allows the user to continue on their journey. 

elle-squeeze-page
In the Elle example used above, the option to close out the squeeze page is right under the CTA

Types of Squeeze Pages

The type of squeeze page you choose will depend on a few factors such as:

  • Type of campaign
  • The offer
  • What channel it’s appearing on
  • Business needs/goals

There is an opportunity at most digital touchpoints to introduce a squeeze page, whether that be on social channels or halfway through an article. However, the intent (e.g. whether you’re offering downloadable content or a subscription) will influence the type of squeeze page used.

gq squeeze page
GQ’s squeeze page to encourage site visitors to sign up for GQ Daily newsletter (source)

Even though squeeze pages are collecting the same information, they shouldn’t be identical to one another. They need to fit within the user experience at that point in the funnel, or risk being ineffective. 

How to Create a Successful Squeeze Page

There are a few different options available when it comes to creating a squeeze page. There may be an option to create one in your existing content management system, or if that’s not possible, there are templates and plugins to help build a professional-looking page. 

Your lead ‘magnet’, or offer, needs to be the main focus. Make sure it’s enticing enough that people will see value in swapping their details. Keep it short, simple and engaging: let the deal do the talking.

Be careful to keep imagery and different sized fonts to a minimum, as too much clutter can distract people and make them more inclined to close out. Use your company logo to ensure there is brand recognition and make it easy to exit if users aren’t interested. 

Relevancy will also affect how successful your squeeze page performs, along with where it appears in the customer journey. Does your squeeze page appear a few seconds after a user visits a particular page or just after a transaction? Make sure to identify the most relevant channel for your squeeze page to appear on, as this will impact how people engage.

Important: Squeeze pages should be ‘no-indexed’ in your sitemap, meaning they can’t be seen by crawlers and shouldn’t appear in the search results. This will avoid any duplicated content or cannibalization happening to your website which will dilute your search exposure and cause confusion for users.

Finally, the best way to ensure a successful campaign overall is to test it! Start with a basic A/B test and change some smaller elements such as color, fonts or image placement. Perhaps tweak the copy on one version to be shorter or slightly longer. Whatever it may be, running an A/B test will help you understand how the campaign is performing, how people are responding and what they like/ dislike or engage with most.

Having accurate data tracking is also needed to keep tabs on how well the page is performing. Use an analytics platform to mark up the email request call to action as a conversion goal. This will ensure accurate measurement each time a name is submitted and will help when reviewing campaign data. 

Conclusion

With squeeze pages, it’s important to remember that some industries will naturally perform better than others due to the nature of consumer interaction and the types of offers they have.

If you’re looking to start a new campaign, need to improve an existing one, or simply want to try an alternative method of gathering new contacts, then we highly recommend trying a squeeze page! Follow our tips and see just how much your business can benefit from using the latest in trendy marketing tools and tactics. 

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