What is a squeeze page?
A squeeze page is a web page whose sole aim is to convince the visitor to subscribe to a mailing list by giving his/her email address and name, thereby making the visitor a subscriber. A squeeze page may also be considered as a lead generation tool for online marketing.
Why take the name and email address?
The name and email address is used to create a potential customer list for follow-up marketing. Marketing relies on building a list of potential customers, whom they contact via mail, telephone, email, and direct visits by representatives to provide the potential customers with an opportunity to view their products or services offered for sale. Repeated sales messages that are provided over time create a positive influence on the prospective customer and helps in building a relationship. Cross selling of interconnected products may also take place, via these sales messages.
Why should visitors give their name and email addresses?
The primary reason is to get more information that is reliable, updated, relevant and helpful. Secondary reasons may be to obtain free trials, samples, incentives, or gifts.
Features of an effective squeeze page
1. Other pages in the website should also be present. There are many single page websites which have the squeeze page as the only page comprising the website. This should be avoided.
2. Pop-up windows should not be used. Many visitors pre-configure their browsers to block pop-ups hence squeeze pages as pop-ups will never come in those browsers.
3. Should not be forceful. Many websites have the landing pages as the squeeze pages. Unless the visitor parts with his/her name and email address, entry to the site is restricted. This should be avoided as it forces the visitor to do an action without any option. Many have debated that it is almost akin to blackmailing, i.e., if you want the information/ gift/ incentive then you must part with your details or simply leave the site.
4. It should be neither too short nor too long. If it is too short (below 100 words), then the visitor may not be motivated enough to subscribe. Due to lack of content, search engines also may consider them as “spam” and exclude them completely. If it is too long (more than 400 words), then the visitor may not have the time to read it in full and thus may lose interest in the site altogether. Thus, it should be of medium length (about 250 words) that can be quickly and easily read by the visitor without the need to scroll.
7. Text should be honest, convincing and simple. Visitors recognize a bluff and hyperactive sales talk. Simple wordings are always more effective than complex wordings. It may include an attention grabbing headline, a teaser copy, testimonials, success stories, bullet points, tell-a-friend pages, and free gifts, limited period trials, or other incentives offered. It should also clearly detail when and what the visitor will be receiving if he/she becomes a subscriber to the mailing list.
8. Multimedia may be used if necessary. For a site selling furniture, a video of different types of furniture or for a site selling professional services, a brief audio overview of the benefits of the services offered may prove helpful. Pictures of tourist spots or hotel room interiors help for sites selling travel related services.
9. Opt-in box should be prominent. A distinguishable box for inputting name and email address should be provided. This makes the visitor know what action is required of him/her.
10. Email addresses should be confirmed. This verifies the interest of the visitor in becoming a subscriber and enables to put the incoming email in the safe sender list of his/her email. It also weeds out phony email addresses. After the verification of the email address, the advertised information may be instantly sent to the subscriber via newsletters, download links, or follow-up emails. This fulfills the reason why the visitor became a subscriber.
The aim is to obtain the name and email address of the visitor. Text, images, voice, video, incentives, gifts, trials, or all combined may do this. An effective squeeze page is concise yet generates enough curiosity to prompt the visitor to know more information about the product or service for sale.