If you’re getting low conversions on your squeeze pages, one of the first things to consider is whether or not it’s streamlined enough. A lot of marketers get a bit carried away with bells and whistles, or links to various information sources where prospects can increase their knowledge. Some of these things have their place, but your squeeze place is not that place!
A proper squeeze page should guide the visitor through a streamlined process and only present three possible actions for them to perform. The reader should be given the choice to…
1. Opt in to Your List
The first option is clearly the one you want. You’ve surely heard it said by marketing experts over and over and over again… “Build a list, build a list, build a list.” They’re not just saying that for their health; it really is the crucial foundation of online marketing success. And the squeeze page is your initial move in building that relationship.
Squeeze pages can be as complex as needed to suit your niche and offer. A lot of marketers these days hit them with everything they’ve got, and that usually means a powerful video presentation, but it’s not a necessity.
Personally, I prefer a simple presentation, but I guess I’m old school. Sales copy, bullet-points, or audio can get the job done just as well as video.
If you do decide on a video presentation, consider including a text version down below. Some internet users don’t like video presentations as they can be time sucks. They’re also a hassle for viewers on slow internet connections or sub-standard hardware.
Don’t lose subscribers based on format; provide multiple options so they can make the choice for themselves.
2. Share the Site On Social Media
Your squeeze should also give the reader the ability to share your site on social media, and if you can get this and the above goal accomplished, you are certainly on the right track. In fact, even people who don’t opt in might refer the site to friends or family members they think will be more interested – or perhaps even to their audience if they’re a fellow marketer within the niche.
Be sure to capitalize on these possibilities for social media penetration by including social sharing buttons for sites like Facebook, Twitter, and Pinterest. Put them directly beside the video presentation where they won’t be missed.
3. Bounce Back Out and Leave
The third option subscribers should have is just to leave.
Don’t get me wrong, you don’t want to make leaving too easy. My point is that, beyond the first two options, leaving should be the only other choice.
Don’t populate a squeeze page with links to your blog, external articles, or your social media page, for instance. This is a great thing to do if you want to distract a possible subscriber from what they’re doing, giving them a chance to wander off, but it’s a horrible idea if you want the highest conversions possible.
A squeeze page is meant to hold attention and squeeze visitors into your marketing funnel. Think about how a funnel is shaped. It starts out wide at the opening and then it narrows down as you go – that’s how you should think of your squeeze page.
Options should decrease as they progress, moving them further and further along until they’re deep enough in that only reasonable solution is to buy.
So, the lesson is, make your squeeze pages with one major goal in mind – getting sign-ups for your list – and don’t provide any other “alternatives” to that other than social media sharing, which is the best way to capitalize on those who slip through the cracks.
Other than that, they can leave if they’re not interested; as they say, if it doesn’t come back to you, it was never yours to begin with.