- The Target Market: (Oh no… we aren’t talking
about this again are we?) The first question you must ask yourself is “to whom am I talking?” Essentially this boils down to who are they and what exactly do they want. However, the even bigger aspect involves using the appropriate words and images to appeal to certain customers that come into contact with your squeeze page. Once you define your “perfect client” or target market, you can then develop his pain points for which you can propose solutions. Your sales conversions will hit the ceiling when you do this. - Less is More: The most common mistake that people make when it comes to crafting a squeeze page is believing more is better. That belief would make sense if people would pay attention, read all the information, and then act accordingly. Sadly, that is not the case. The overwhelming majority of people will see a crowded page, become bored or anxious, and leave the page. KEEP IT SIMPLE and think about the average person’s attention span (3 – 8 seconds). My best converting landing page had four words in before the opt-in form. It converted at around 65% to a targeted market.
- Split-test EVERYTHING: Use “Google website optimizer” and test it all (graphics, opt-in button, fonts, your colors, headlines, etc…) You can use a tracking link to do A/B testing also such as with Trck.me
- Concentrate on a killer headline: Remember everything
should trickle down from the headline. So different font colors and sizes are fine, but that headline should be your one concrete focal point that immediately captures everyone’s attention. More training on writing killer headlines with key power words is available. - Consistency is the key: Do not list information that could ever be perceived as being counterintuitive to the point. For example, do not construct a headline that reads “The unbelievable benefits of weight loss” and then include bullet points that focus on the benefits of exercise. Inconsistencies lead to confusion, which leads to losing potential customers.
- Congruency: Similar to consistency, this might sound obvious, but make sure your sales page and squeeze page are centered around one another. In other words, do not have a sales page that informs readers about strategies to generate traffic and then have a squeeze page that refers to internet marketing in general.
- Sell the benefits: You are not selling a rack of ribs. You are selling the sweet and zesty taste of the sauce, the tender meat that brings satisfaction to all, and the smell that fills up a room.
- Forget your personal opinion: You might think that you found the greatest headline, bullet points, and color scheme, but in reality, it boils down to the central question “what converts the best?”. Remember #3. TEST EVERYTHING.
- Stay above the fold: Remember, your squeeze page is likely to extend past that fold, which divides a computer screen into what people see without scrolling and the bottom that is accessible to those who choose to scroll. The difference is that those who want to scroll should be the individuals who have not made up their minds. So that means the non-scrollers should see the most important stuff (the headline, bullets, and opt-in form).
- Create A Compelling Call to Action: Tell them what needs to be done. Apparently, your visitors are looking for something. Why else would they be on your squeeze page? Do not be long-winded. Simply tell them what they are getting and what they need to do.
While it seems as if you can expect readers to know what to do when they land on your opt-in page, it’s just not true. You have to invite them to take the next step. Give them specific instructions and you’ll have higher conversion rates than if you just leave it to chance.
Your call to action should tell a reader exactly what to do, like this:
- Click here to download
- Enter your name and email for instant access
Watch the text on your form buttons, too. After all, “Subscribe” or “Sign Up” doesn’t exactly make you feel excited, does it? Consider using a phrase that matches your call to action instead, such as:
- Get the Checklist!
- Send the Video!
- Colors make a difference: It may be hard to believe, but distinct colors have been shown to convert more often than others; however, these colors vary based on your offers and audience. So try some different colors and test, test, test.
12 Ask questions: The best squeeze page tactic is to simply ask questions that can be answered with a “yes” or a “no.” For example, “Would you like to lose 15 pounds?” Do you want to be loved by everyone? Would you like to look 5 years younger?” Just by being on your website they are in a so-called “yes frame of mind,” which essentially means introducing these types of questions almost guarantees they will choose to opt into your list.
- Graphics Matter: Whether your opt-in incentive is an eBook, a video, or even a simple checklist, having a graphic representation of your offer is an important component of your landing page. Typically, you’ll create (or have created) a digital book or CD cover. You can easily outsource this, but be sure you follow these strategies:
- Bold fonts and short titles make your cover more readable.
- Use high-contrast colors for more visibility.
- Be true to your brand. Stick with colors and fonts your readers expect.