Growth Marketer Academy: Episode 14 – Conversion-Focused Squeeze Page Design
A squeeze page is designed to squeeze a visitor’s email address from them by offering something valuable in return
Join us as we cover 8 ACTIONABLE TIPS to optimize squeeze page design leading to better conversions.
BACKED BY SCIENCE!!!!
Visitors opt-in to an email or subscriber list
- to get more information about your product or service
- to get something they want, like an eBook or webinar
They appear on a landing page or on your homepage
Commonly they appear as:
- a pop-up or pop-over
- header bar
BUT they have only one purpose – collect email address
Two most important factors to success:
- What you offer in exchange for that email address
- Squeeze page design
When its wrong:
- Flashing arrows
- brightly colored text
- copy that tries to trick visitors into giving up their email
Overused & not effective.
Done right a squeeze page can yield conversions as high as 64%
Design dictates conversion success
#1 – A Headline That Entices Visitors To Stay
- Grab the reader’s attention
- Show the value of your offer
- Be short and sweet
Option 1: Focus on benefits rather than features.
If offering Dog Training eBook
Instead of “Easy tips!” or “Expert Guidance”
“Turn your problem child into a good dog”
“Get your dog to come the first time you call”
Apparent value proposition
Subheadline supports the claim with data.
To brainstorm benefits, ask yourself:
- What problem does your product or service fix for your customer?
- What issues might cause a customer to seek out your product or service?
Option 2: Use power words to elicit an emotional response.
“XXX of Smart Online Marketers Have a Head Start”
“Don’t be left out”
Fear of loss (loss aversion) – losing out on a free membership to Copyblogger that their competitors are using to get ahead – drives site visitors to register.
SmartBlogger has a great list of power words.
#2 – Scannable Copy
Copy should be minimal
Explain benefits of what you’re offering with concise text:
Studies have shown that readers follow a “F-shaped” pattern when scanning pages online:
Horizontal movement across the top of the page
Shorter secondary horizontal movement below the original
Vertical movement down alongside left of the page
Place your copy in these ‘hot spots.’
#3 – Engaging Visuals
People are drawn to images.
A majority of people – 65% to be exact – are visual learners.
- Break down complex information for easy comprehension.
- Show your product in action
- Associate an emotion with your product
Offering an eBook?
include cool graphics from your eBook directly on the squeeze page where readers can preview its value.
Image of a person = good
It gives a positive impression of your brand, helps to build trust, and is relatable or motivational
Use a person’s gaze to subconsciously guide visitors to important page elements such as your opt-in form.
It shows the product in action (juice cleanse)
Looking in the general direction of the opt-in form.
Think you need more time to sell the features of your offer?
Satisfies visitor’s information needs and is perceived to have a higher value than images or text.
They can be consumed passively and…
Lets you educate and convince more elaborately
Bonus: videos can lead to an SEO boost
they increase the amount of time spent on site.
This signals search engines to rank your site as more relevant.
#4 – Optimize Your Opt-In
Get the visitor to notice the opt-in field
Use a strong call-to-action (CTA)
Short actionable copy like “Start Learning Now”
Make it visually noticeable
Border a box
If you opt for a longer squeeze page
(More details, more features to entice)
Hiding it confuses visitors
Make it clear what you want them to do.
If place your opt-in form below the fold
Plant a visual cue
Like an arrow indicating to scroll down
Don’t Get Greedy
The ONLY purpose is to collect emails.
You don’t need their billing address
You don’t need their phone number
More data you ask for the less your visitor is likely to commit
What do you think of negative opt-outs?
“No thanks, I don’t like saving money”
“Nah, I don’t need more customers”
#5 – Establish Credibility
If a visitor doesn’t trust you, they’ll worry that you’ll use their email address to spam them
Here’s how you solve this:
From real people that your target audience can relate to
People look for guidance from their peers
Option 1: “Wisdom of Crowds”
Mention the exact number of people already subscribed to your email list.
Example: “Sign up to join our 11,560 happy subscribers.”
Encourages inherent desire to conform – follow their peers.
Option 2: Testimonials
From individuals who have already provided their emails and found value in your offer.
Social endorsement that your offer is legit.
Include name and relevant details of the person providing the testimonial
“Dr. John Smit, Veterinarian, ABC Pet Hospital, Kansas City”
Include an image of the person providing a review
Image establishes trust (not a review you just made up)
Trust symbols to build credibility
Showcases public recognition your brand has received
Add logos from recognized institutions associated with your brand
Visitors see your service was valuable to industry players – it must be valuable to them also.
#6 – Embrace White Space
Less is always more.
White space = visual aid
- guides visitors to the most important elements on your page (like opt-in form)
- reduces clutter
- Makes page more aesthetically pleasing
This leads to:
- Increased readability
- Improved user focus
- Greater comprehension of your offer
The average human can hold 7 (+/-2) items in short-term memory
Too much on the page = difficult for visitors to absorb and retain information
White space limits the number of focal points on a page,
Reduces cognitive overload and,
Fewer choices = easier for visitors focus, decide and act.
#7 – Match Design To Traffic Source
Carryover elements from the ad that brought the visitor to the squeeze page
Use the same wording on the page as in the ad
Continuity = less visitor confusion
Encourages trust with recognized elements
The disconnect between how the visitor got to you & page = reduced conversion
Extra important when driving traffic with Social ads
Ensure your design (copy, images, and theme) matches between both mediums.
#8 – Keep them Hostage
No navigable links away from your squeeze page
Don’t distract from your goal.
Don’t let them wander to your homepage or blog
Now get started gathering more leads.
Break your page down into separate sections
Systemically move elements section by section to optimize for
- Copy – less is best!
- opt-in form
- and testimonials/trust symbols
Make sure there is ample white space
Make sure there is no message mismatch between your traffic source and your squeeze page.
Reel ‘em in!