5 Ways to Squeeze More out of your Squeeze Pages
Posted by Beth Hrusch on Mon, Apr 05, 2010
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It's pretty obvious why they're called "squeeze pages", right? You're trying to "squeeze" that email address out of people so you can build your lead list. After all, you've spent a lot of time creating useful content and designing a site that is attractive and easy to navigate. You have led them to this point where your carefully-set trap will lure them in.
Well, this sounds unpleasant, doesn't it? Unfortunately, many squeeze pages still look and feel like carefully-set traps, scary places where some unseen person or persons is trying to get you to divulge a piece of personal information, in exchange for God knows what. Will you get something of value? Or, has your email inbox just become a portal to the underworld, where spam and other demonic spawn are free to pass through?
People should not fear your squeeze pages. In fact, let's call them "opt-in" pages-so much friendlier. There are many ways that you can make them more inviting, and therefore more effective. Since the opt-in page relies on human psychology, this is one place on your site where a few small tweaks can make a huge difference. Try these tips for getting better results from your opt-ins:
1. Keep it simple- Visual clutter is the enemy of the squeeze page. When people have to wade through a lot of links and images, they tend to get distracted and lose interest in what you're asking them to do. Keep it simple. Include a short (but powerful) paragraph, sign up form and submit button. This makes it easy for people to stay on task.
2. Grab attention- Good marketing copy involves being clear, concise and compelling. Nowhere is this more true than on the opt-in page. And, just as with any article or blog that you write, the title or headline must really count. Try a headline that makes the most of every word, like "Want MORE leads? MORE customers, MORE conversions?" In bold, in color. Appeal to your readers' needs and problems so you can capture and hold their attention.
3. Describe the benefit- You don't have much room to talk about the features of your product or service on the opt-in page. So, don't! Use your short, but powerful paragraph to mention what benefit your service offers. What's in it for your subscribers? Why should they give you their email address?
4. Clear call to action- Believe it or not, some squeeze pages do not make it clear what they want the consumer to do. Don't bury your request in a mountain of other stuff, and don't beat around the bush. When designing your page, minimize unnecessary and unhelpful product descriptions and sales material (see "keep it simple"). Use terms like "download now" or "get your free white paper now" rather than "submit". Psychologically, these words convey the benefit more clearly and are proven to result in higher conversion rates.
5. Offer a disclaimer/privacy policy- An easy and simple way to encourage more people to act is to offer the reassurance that you won't share information or spam them in any way. Put a link above the button where people can read your privacy policy. Consider displaying a third-party security badge to let them know that you're a legitimate company committed to protecting their privacy. This is another great way to build trust with your customers.
Whatever you call them, squeeze/opt-in pages are where the action is, so they 
need to be done right. Check out Squeezetheme, the new squeeze page building tool for WordPress, for more information on how to design effective opt-in pages for your site.
Get your email marketing campaign off the ground with optimized squeeze pages. Just try not to scare anyone.