Conversion rates remain a priority for most businesses, and rightfully so. If your site doesn’t boast a considerable conversion rate then there’s something going wrong with your site design or how you’re presenting your information to the world.
Services like Convertica exist to boost your conversion rates, and one of the ways you can achieve this is by overhauling your squeeze page. If you aren’t familiar, now’s the time to learn.
A squeeze page is very similar to a landing page, except it’s streamlined to one particular goal: the acquisition of a customer’s email. You can achieve this in many ways, but they all require a certain finesse to ensure optimal results. Here are our five key features that you can include to optimize your own squeeze page.
1. Offer Your Reader Relevant Information in Exchange
I know this might sound painfully obvious, but you would be surprised how many business owners move past this without a second thought. When selling a service, you need to put yourself in the shoes of whoever you’re selling to:
Why should they hand over their email? What’s in it for them?
Getting an email address isn’t as easy as simply stating ‘contact us’ in an attractive font anymore. You need to prove you’re worthy, and that you’re not just going to spam them with useless information. Offer an incentive relating to their specific interest.
Are you a fitness brand? Offer them an e-Book with beginner exercises.
Are you offering subscription courses? Send them a taster via a PDF.
If you don’t feel like giving something away to everybody, how about a contest to get people involved?
There are many ways to incentivize a customer into handing over their email. It all depends on what your business looks like. Some examples include:
- An informative video (if you already have one on your squeeze page, offer one that expands on what’s said there)
- A coupon
- A contest
- A PDF
- An e-Book
- A whitepaper
- A free starter kit or taster
There are a variety of tactics you can use to lure a customer in without compromising your brand integrity. As long as you prove that you’re worth communicating with, then your clients won’t be disappointed.
2. Keep it Simple, use a Specific CTA
Design and information are important, but so is subtlety. The key to a truly successful squeeze page is to not come across as feverishly desperate. Sure, you want their email address, but whacking them over the head with several deals and videos all jumping out at once isn’t going to convince anybody to part with anything.
Focus on why you’re building a squeeze page. It’s all about getting an email address and nothing else. You can focus on making sales later via email campaigns. For now: stay specific. Relate your call to action (CTA) to your brand as opposed to being generic. Examples:
- Start your fitness journey today!
- Enroll in our acclaimed course now
- Try our 7-day free trial
It all depends on what you’re doing with your business; just keep it specific. The purpose of your page will get lost if you over-complicate it with useless information. It might feel like you’re helping your cause by throwing three hundred features on one page, but you’re not. It just looks chaotic to customers.
3. Make use of Multimedia, but Keep it Minimal
This may sound like an oxymoron, but it’s truly a powerful way to entice people into becoming more involved with your brand. There are few better ways to grab someone’s intention than using imagery and video. Walls of text don’t entice anybody anymore, and we’re not confident they ever did.
Having said that, it’s also important not to distract your customers from the actual content. You’re after more than just their attention; you want their email. You aren’t going to get that if they spend ten minutes watching informational videos. They’ll check out early.
There’s no specific art to striking this balance. Generally, for a squeeze page, one video is the absolute limit, and don’t make it too long either. Attention spans are short, so videos between 3-5 minutes are usually favored. A short, entertaining video explaining why it’s in the customer’s best interest to share their email is a powerful tool.
4. Include Testimonials and Success Stories
This one is a little trickier if you’re just starting out your business, but if you’ve been going a while, you must let your great record speak for itself.
Customers aren’t stupid. If you slap up a banner saying ‘We’re the best solution on the web!’ they probably won’t believe you without social proof. If you can use previous customers to validate your claims, new site visitors will be more likely to believe you.
Human beings are pack animals, so it makes sense that we feel so swayed when others voice their praises. The same goes for business, in a big big way. Just try not to make it too obvious that you have great reviews. Many squeeze pages opt for a more subtle approach than presenting them dead-center, and this is effective because it comes across as more humble and likeable.
You don’t have to throw everything in the face of your clients for it to be effective. Bullet pointed sections or minimalist banners are effective ways to encourage customers to share their email without coming across as too persuasive.
5. Don’t Make Visitors Feel Trapped
Lastly, let’s talk about what you shouldn’t be doing when designing a squeeze page. There are few things more frustrating when visiting a website than encountering a squeeze page you simply can’t get away from.
Some businesses seem to be under the illusion that if they make the ‘skip past to web-page’ button on their squeeze page almost invisible, then the site visitor will feel have no choice to give over their email. This is not the case. In fact, the opposite is true. Most visitors will immediately exit the page because they’ve hit a frustrating road-block.
Naturally, you don’t want to make the skip page button so huge that visitors immediately leave, but present your information in a way that they don’t want to leave.
Why should they read what you have to say? What are you offering them? If that information isn’t clear, no amount of savvy web design can make your product irresistible.
Good sales practice is all about making the customer feel like this entire process was their decision. So simply guide them through your process and the rest will fall into place.