In a previous blog post, I gave you an effective framework for simple, effective squeeze pages that I think you’d be doing yourself a favor to read first if you haven’t already. Squeeze pages are an integral part of any email marketing campaign since they often represent a first contact between your brand and a prospective customer. They also represent your ability to quickly persuade people to follow a simple call to action.
My previous article provided the framework; now, let’s talk strategy. What can you do to increase opt-ins on pages that are underperforming? For starters, I would make sure that all the pieces that I presented last time are firmly in place. If your squeeze pages contain elements of each thing on that list and they are still underperforming, there are things you can do to change that. Here are a few suggestions:
#1: Location, Location, Location
There are many schools of thought on how your squeeze page should be presented, but which way is best? The simple answer is this: split test a few. There is no way to pinpoint how every audience for every product or service will respond to a squeeze page. “Put the opt-in in the upper left.” “No, put it in a pop-up.” “No, give them some information first and let them find the box when they scroll down.” The bottom line is that every method will work on someone. Your job is to find the one that your audience responds to best.
I do, like that last idea under certain circumstances, so I’ll revisit it shortly…
#2: Employ a “Less Is More” Approach
This message is what was at the heart of my previous article, so just to reiterate a few important points:
Don’t ask for more information than you need. Most times, an email address is plenty. An email address and a first name is better.
Keep your offer simple. You should be able to explain what you are offering and show its benefit to the customer in one sentence. They won’t read any more than that anyway so don’t overdo it.
Keep everything important in clear view. The most pertinent information about you, your product, and your offer should be visible on a single screen. That’s not to say you can’t do more, but make everything above the fold appealing to an impulse buyer. Some people will be convinced to pay attention to you with very little effort, but that effort has to include information and other content that spells value to the reader. You certainly can use the space below the fold, and I recommend you do. Here’s why:
#3: Feed Curiosity
Even though you want the most relevant information visible above the fold, you also want to create an atmosphere that suggests, “Follow me.” The meat of your message should be reserved for the people who catch the “bug” for your brand. The further they’re willing to follow you, the more likely they are to buy from you. That being said, don’t confuse your squeeze page with other kinds of sales pages. You do not want to include a dissertation here; just make it obvious that you have a bit more to say.
One of the most ingenious ways I’ve seen this done is by simply creating a short bullet list that contains points that continue below the fold. People like information that is concise and to the point and many will instinctively scroll down just to see what’s next on the list. Now, you’ve got them engaged. Now, you know they’re interested. Now, it’s time to close the deal…
#4: Push the CTA
You can have some fun with this, especially in the split-testing phase. Come up with a few different calls to action and represent them visually. Brightly colored buttons with simple one- or two-word CTA can often at least help you take things to a higher level. Even if people are too nervous to surrender their email on a first click, they might respond better to a simple call to “sign up,” “stay informed,” “Follow us,” or “Like us.” If you can get them to do any of those things, you win. Now you have the chance to do a little lead nurturing and keep them in front of your brand.
#5: Other Important Elements
Here are a few more things I’ve found to be effective in increasing opt-ins on squeeze pages. If you think you’ve got a handle on anything else, throw one or more of these things into the mix, and see how people respond:
Video – A brief (30- to 90-second) video can really help motivate someone to opt in, especially if the video is live action and original. People respond better to other people than anything else in a video so go for more human interaction and less sales with this.
Good Graphics – By this, I mean images that align with your branding. Don’t try to get people’s attention with flashy GIFs or neon green banners. Those stopped being effective around 1998.
Use Social Proof and Testimonials – As I’ve said before, though, if you’re going to use testimonials, use real ones. Believe me, people can spot a fake very quickly, and when they do, you’ve lost their trust. Social proof should be just that: proof. Qualify everything you say to your customers. That’s an easy way to gain their trust.
Final Takeaway
Be genuine, keep it simple, and test the heck out of everything. Go through the items in both of my posts and come up with the architecture of what you think your audience wants to see in a squeeze page. Stay in tune with what the market wants and be willing to make the adjustments necessary to boost your opt-in rates. When you find the right combination of page elements and brand message, you will start seeing better results.
If you feel the need, an experienced copywriter or copywriting company can help you assess the health of your squeeze pages and provide you with some truly winning content you can use to develop more on your own later.