Growth Marketer Academy: Episode 14 – Conversion-Focused Squeeze Page Design

A squeeze page is designed to squeeze a visitor’s email address from them by offering something valuable in return

Join us as we cover 8 ACTIONABLE TIPS to optimize squeeze page design leading to better conversions.

BACKED BY SCIENCE!!!! 

Visitors opt-in to an email or subscriber list

They  appear on a landing page or on your homepage

Commonly they appear as:

BUT they have only one purpose – collect email address

Two most important factors to success:

  1. What you offer in exchange for that email address
  2. Squeeze page design

When its wrong:

Overused & not effective.

Done right a squeeze page can yield conversions as high as 64%

Design dictates conversion success

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#1 – A Headline That Entices Visitors To Stay

Option 1: Focus on benefits rather than features.

Example:

If offering Dog Training eBook

Instead of “Easy tips!” or “Expert Guidance”

Say

“Turn your problem child into a good dog”

“Get your dog to come the first time you call”

Example:

Bidsketch squeeze page

Apparent value proposition

Subheadline supports the claim with data.

To brainstorm benefits, ask yourself:

  1. What problem does your product or service fix for your customer?

 

  1. What issues might cause a customer to seek out your product or service?

Option 2: Use power words to elicit an emotional response.

Copyblogger squeeze page

“XXX of Smart Online Marketers Have a Head Start”

Competition

“Don’t be left out”

Fear of loss (loss aversion) – losing out on a free membership to Copyblogger that their competitors are using to get ahead – drives site visitors to register.

SmartBlogger has a great list of power words.

#2 – Scannable Copy

Copy should be minimal

Explain benefits of what you’re offering with concise text:

Bullet-points

Numbered lists

 

Studies have shown that readers follow a “F-shaped” pattern when scanning pages online:

Horizontal movement across the top of the page

Shorter secondary horizontal movement below the original

Vertical movement down alongside left of the page

Place your copy in these ‘hot spots.’

#3 – Engaging Visuals

People are drawn to images.

A majority of people – 65% to be exact – are visual learners.

Images (are):

Images should:

Offering an eBook?

include cool graphics from your eBook directly on the squeeze page where readers can preview its value.

Image of a person = good

It gives a positive impression of your brand, helps to build trust, and is relatable or motivational

Use a person’s gaze to subconsciously guide visitors to important page elements such as your opt-in form.

Check out this squeeze page from FitLife:

Fitlife squeeze page

It shows the product in action (juice cleanse)

Healthy-looking woman

Looking in the general direction of the opt-in form.

Think you need more time to sell the features of your offer?

Use video!

Satisfies visitor’s information needs and is perceived to have a higher value than images or text.

They can be consumed passively and…

Lets you educate and convince more elaborately

Bonus: videos can lead to an SEO boost

they increase the amount of time spent on site.

This signals search engines to rank your site as more relevant.

#4 – Optimize Your Opt-In

Get the visitor to notice the opt-in field

Use a strong call-to-action (CTA)

Short actionable copy like “Start Learning Now”

Make it visually noticeable

Different color

Border a box

squeeze page with strong CTA

Proper Placement

If you opt for a longer squeeze page

(More details, more features to entice)

Put opt-in above the fold.

Hiding it confuses visitors

Make it clear what you want them to do.

If place your opt-in form below the fold

Plant a visual cue

Like an arrow indicating to scroll down

Don’t Get Greedy

The ONLY purpose is to collect emails.

You don’t need their billing address

You don’t need their phone number

More data you ask for the less your visitor is likely to commit

Bonus discussion:

What do you think of negative opt-outs?

“No thanks, I don’t like saving money”

“Nah, I don’t need more customers”

#5 – Establish Credibility

If a visitor doesn’t trust you, they’ll worry that you’ll use their email address to spam them

Here’s how you solve this:

Social proof

From real people that your target audience can relate to

People look for guidance from their peers

Option 1: “Wisdom of Crowds”

Mention the exact number of people already subscribed to your email list.

Example: “Sign up to join our 11,560 happy subscribers.”

Encourages inherent desire to conform – follow their peers.

Option 2: Testimonials

From individuals who have already provided their emails and found value in your offer.

Social endorsement that your offer is legit.

Ideal:

Include name and relevant details of the person providing the testimonial

“Dr. John Smit, Veterinarian, ABC Pet Hospital, Kansas City”

Even better:

Include an image of the person providing a review

Image establishes trust (not a review you just made up)

Trust symbols to build credibility

Showcases public recognition your brand has received

Add logos from recognized institutions associated with your brand

Visitors see your service was valuable to industry players – it must be valuable to them also.

Take a look at Tim Ferris’s squeeze page:

Tim Ferris squeeze page

#6 – Embrace White Space

Less is always more.

White space = visual aid

This leads to:

The average human can hold 7 (+/-2) items in short-term memory

Too much on the page = difficult for visitors to absorb and retain information

White space limits the number of focal points on a page,

Reduces cognitive overload and,

Fewer choices = easier for visitors focus, decide and act.

Marie Claire squeeze page

 

#7 – Match Design To Traffic Source

Carryover elements from the ad that brought the visitor to the squeeze page

Use the same wording on the page as in the ad

Continuity = less visitor confusion

Encourages trust with recognized elements

The disconnect between how the visitor got to you & page = reduced conversion

Carry over elements - squeeze page example

Extra important when driving traffic with Social ads

Ensure your design (copy, images, and theme) matches between both mediums.

DigitalMarketer.com achieves this effectively.

digital marketer squeeze page

#8 – Keep them Hostage

No navigable links away from your squeeze page

Don’t distract from your goal.

Don’t let them wander to your homepage or blog

Focus, people!

 

Now get started gathering more leads.

Break your page down into separate sections

Systemically move elements section by section to optimize for

Make sure there is ample white space

Make sure there is no message mismatch between your traffic source and your squeeze page.

Reel ‘em in!

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