Lead-generation. It is the biggest challenge and the ultimate measure of a marketer’s efficiency. In digital marketing, there are several channels through which a marketer can generate leads. However, for most channels, the ultimate destination where the lead gets captured is a landing page, a.k.a a squeeze page.
What is a squeeze page?
A squeeze page is a landing page designed and deployed to solicit email lead captures from prospects. Unlike other web pages on a website, a squeeze page has minimal content on it that is actionable and delivers maximum impact for lead-generation. It is also embellished with persuasive copywriting, strategic placement of CTAs, multiple opt-in forms, social proof about the product, and several other lead-gen triggers.
Here is a squeeze page template that breaks down all the major elements that make up a squeeze page.
Of course, this template is not the only template you should ever use. It is to give you a direction as to what should be present and what should not be present on a squeeze page. You can always customize a squeeze page according to the preferences of your target audience and your industry best practices.
Now comes the big question. Does creating a squeeze page solve all your lead-gen problems? Not exactly. The squeeze page has to be optimized in the right manner. There are some best practices you can follow for that.
Write a kickass copy
Writing ad copies or landing page headlines might seem like a light-weight task. After all, they are only a few characters long, as much as a complete tweet. But, writing persuasive copy that sells is a totally different ball game.
Good copy, according to the American advertising pioneer Leo Burnett (1891-1971), should check the following boxes.
- It should be simple
- It should be memorable
- It should be inviting
- It should be fun to read
Your squeeze page copy should inform, entertain, engage, and also ultimately sell your product or service. On a squeeze page, the headline is an element that occupies the least real estate but can also command maximum attention. So craft it in the best way possible.
Use live chat software
If you have been visiting websites a lot lately, you must have noticed a trend. Almost all of them have a chatbot or live chat software integrated into them. The purpose of live chat software or a chatbot is to interact with the user almost as a human agent would. They ask questions, give options to seek feedback, and ultimately guide the user towards sign up.
The benefit of using live chat software is that you don’t need someone to man it at all times. It is a computer program that can run on its own. The responses provided to user queries are canned responses that are fed into the system.
In fact, advanced chatbots are capable of dynamically improving their responses by learning from conversations with the users.
Exhibit social proof
Social proof is a psychological and social phenomenon that persuades people to take action based on the action taken by others. In marketing, social proof plays a vital role in influencing buyer decisions. It takes the form of customer testimonials, star ratings, user reviews, awards and badges from reputed authorities, and so on.
Why does exhibiting social proof on squeeze pages matter? Social proof on your squeeze page gives a safety signal to your prospects. It gives them the assurance that several others have already tried the product and feel positive about it. Also, social proof cannot be faked. It has to be original as it can be vetted by the user through various sources. For example, a business cannot showcase the logos of its customers without having them as actual customers. It could lead to legal disputes that could ruin its reputation. Such strong aspects make social proof a powerful tool on your squeeze page to maximize lead-gen.
Place strategic CTAs
CTAs (Call To Action) make the user perform a specific action. It could be signing up for a demo, starting a trial, downloading an asset, or scheduling an appointment. That makes CTAs an essential ingredient for your squeeze pages.
But, how much quantity of an ingredient do you need to make the squeeze page a lead-attracting magnet? Too much can ruin the page experience; too little can make the user not take action on the page.
You need an optimum amount of CTAs. Also, they should be placed strategically at junctures in the page where the user’s propensity to carry out an action would be the highest. Also, the CTA button text also makes a huge difference. It should be direct, actionable, and without any ambiguity. If you are offering case study access, it should simply read “Click to access the case study.” when it comes to CTAs, simplicity is the ultimate sophistication.
K.I.S.S (Keep It Short and Simple)
A squeeze page should convey maximum information in a minimal way. That calls for eliminating all clutter and focusing only on the stuff that matters. The page UX should be pleasant and create a positive impression on the user.
So, most UX elements that are used in other web pages — like popups, slide-ins, etc. should be avoided in a squeeze page. Ensure that there are no outbound links from the squeeze page. Its ultimate purpose is to make the user sign up then and there. Outbound links can defeat that purpose.
Choose the right tools
A craftsperson is only as good as his/her tools. The right tools can help you build the perfect squeeze page without exerting too much pressure. The wrong tools could make you go in circles and cost you a significant amount of time and energy.
Luckily, there are WordPress themes and several other tools that help you build a squeeze page instantly. If your website runs on WordPress, you must go for WordPress themes. There are no other options. In fact, there are websites like Instapage that give you tons of squeeze page templates. You can pick one as per your choice and use it for your campaigns without having to build the page on your own.
Last Call To Action
A squeeze page is not a magic wand that can solve all your lead-gen woes. It is a great tool which if used wisely, can turnaround fortunes for your business. It can maximize conversions and ensure that the money you spent on the website is converted as a positive RoI.
To get that positive RoI, you must get several things right. It begins with writing kickass copy that persuades users to take action. Also, you must exhibit social proof with the help of testimonial plugins so that your users can trust you and make an informed decision with zero ambiguity. Followed by the copy, you must strategically place CTAs so that users can complete the action. However, make sure that you do not go overboard with your CTA placement, lest it will ruin the page experience and make your users turn back on their heels.