As is now obvious to everyone, it has been quite some time that the battle in the Web has been playing out entirely on advertising and the ability to create a profiled and targeted list of contacts. Today I want to talk about “SqueezePages,” also known as lead capture pages or funnel pages. They would be a special type of landing pages with one goal: to collect the visitor’s name and email address (and possibly other data). The main goal they have is to increase a contact list as much as possible. Then again, we all know that a large list is one of the most important elements of any web marketing activity. More than 50 percent of transactions are not completed during the first visit; in fact, most sales are made during subsequent visits. So getting accurate and targeted contact data is important to increase the conversion rate.
A squeeze page can be very high performing if done well
A classic Squeeze Page requires the user to compulsorily enter his or her data in order to access the information he or she wants. There is also an alternative version where the user is allowed to reach the information by clicking on a small link at the bottom of the page (without necessarily having to enter their data). Either way from the moment a user provides his or her data one can later customize all the content he or she will see later: the confirmation emails, the thank you page, the followups, etc. etc. The main element of this page is the registration box; it should be clearly visible and accessible. The submit button should not be the standard one: submit, submit or the like but should contain content that leverages the benefit gained from registration: “Download your discount coupon now!”, “Discover some unmissable offers!“, etc. If you want you can also use an image instead of an HTML button, the important thing is that its function is unambiguous (one tip is to take advantage of the HTML tabindex attribute, this way the button will be the last factor to be reached by the user when using the tab key to move from one field to another). Another winning strategy is to use a bulleted list to describe the benefits that will be gained by entering the data, they are very effective and readable but always remember: the goal is to convince the user to fill out the form, that’s all they have to do. The conversion rate of a Squeeze Page can be very large, up to 60 percent, these are the factors that affect it the most:
- The design: graphically appealing and in line with brand communication
- few requests: every piece of information you ask the user for is a hurdle to overcome. Squeeze pages get the best results by asking only for a name and email address
- the headline and content: it must arouse the visitor’s interest and prompt them to continue reading and if possible, to perform the conversion action.
- reward: the greater the reward the user expects to get, the better the chance that he or she will fill out the form.
- privacy: the main concern that nags a user when they arrive on a Squeeze Page is their privacy.
