What is a squeeze page?
A squeeze page is a landing page which is specifically designed to capture opt-in e-mail addresses from visitors and prospects. As the name suggests the goal of a squeeze page is to use strong persuasive techniques, countering any possible objections in order to convince the visitor into taking that 1st conversion step to opt-in and capture their email address.
How does a squeeze page work?
Eye-catching design, actionable headlines and clearly stated benefits for signing up. Many of the features of a squeeze page have been acquired from direct response marketing.
Squeeze page design can vary by industry and content type, but all include some combination of the following:
- A provocative headline to immediately capture attention
- A narrative that leads the visitor into “Reason Why” content.
- Incentives combined with scarcity are used effectively to prevent procrastination.
- Testimonials, promises, guarantees and statistics all used as to anchor credibility.
- A clear call to action.
Why use a squeeze page?
Whilst there are many marketing channels to communicate, email still remains one of the most effective. A squeeze page operates right at the top of the sales funnel. A compelling offer for the visitors to exchange their email address allows marketeers to quickly channel visitors into prospects through follow up campaigns.
Having invested significantly in marketing to acquire visitors, the first step in establishing a relationship and turning a visitor into a prospect and then a customer is to start by acquiring the visitors email.
How Webtrends Optimize can help improve your squeeze page
Using a platform such as Webtrends Optimize allows you to test alternative strategies and designs for the squeeze page. Variations in page format, headlines, designs and calls-to-action will resonate differently with different audiences. You can develop any number of hypotheses about how to boost conversion.
AB testing will be suitable for wholesale design changes, however with so many elements Squeeze pages do lend themselves favourably to a multivariate testing approach.
With Webtrends Optimize’ patented Fractional Factorial MVT algorithm, it is possible to reduce 1000s of design permutations into a structured array of experiments that provide the same level of insight – but in a far reduced timescale.
The advantage being that far greater insight about “what” component change drove an improvement and potentially.
In addition, using Webtrends Optimize’ personalisation capabilities can allow you to tailor the page further and increase the likelihood to convert.
