Hopefully by this time, you picked an autoresponder service, such as Aweber, and compiled your free offer. Today’s message is going to show you how to construct a squeeze page so all the pieces form a strategic marketing tool for your business.
What is a Squeeze Page?
A squeeze page, or landing page, is a promotional website page used to collect subscribers for the purpose of building a targeted mailing list, to build a community around your products/services, or to recommend affiliate products.
Not just any old list, but a TARGETED list! Keep this objective in mind when you sit down to prepare a squeeze page.
Now, I’ll be frank right from the start. You can forego the need to learn HTML by purchasing landing page themes, such as OptimizePress or Profits Theme, made specifically to use with WordPress.
However, even though you may purchase or already own one of the above themes, you need to follow a few simple guidelines when building your landing pages.
You’ll also need to understand the importance of…
- Knowing your target audience
- Creating a compelling headline
- Inserting beneficial bullet points
- Adding the Aweber (or comparible) web form
- Including a strong call-to-action
- Using a product graphic and/or video (both are optional)
- Split-testing variations of your squeeze page
- Using double opt-in (or verified opt-in) to reduce spam complaints
- Creating confirmation and thank you pages
Here’s How a Squeeze Page Works
- Your targeted audience will add their names and email addresses into a web form to get your free offer.
- After they subscribe, they are redirected to a confirmation page that explains the verification process and prompts them to check their email to click a link.
- Once a subscriber confirms by clicking the link, the person is redirected to your thank you page, which may contain additional offers, and a message stating the download link was emailed to them.
- The subscriber gets a second email with your welcome message and the link to the download location.
TIP: The benefit of using a confirmation page (and waiting to send the download link along with the welcome message) means subscribers can’t gain access to your free gift until they completed the double opt-in process.
If you force subscribers to verify, it gets them to take action. If they really want your free offer, they won’t have a problem going through an extra step.
The Squeeze Page Layout
An effective squeeze page should include a compelling headline, a few beneficial bullet points, a strong call-to-action and a subscribe box (web form).
Figure 1: Landing Page
In this snapshot, the headline is red, the call-to-action is directly under it in black, followed by the bullet point benefits, with the subscribe box on the right.
Testing proved the call-to-action worked better when placed under the headline compared to above the subscribe box.
Likewise, I tested between several different layouts and against a regular hand-coded HTML page. Figure 1 was the overall winner, hence it stayed.
Hand-Coded HTML versus a Professional Theme?
Which option is better? Basically, it boils down to personal choice. If you can’t swing the $97 for either squeeze page theme, use a simple hand-coded page.
In all fairness, Internet marketers used the simple style HTML web pages for years before the squeeze themes came to market.
If you have the money, time, and energy, consider trying OptimizePress and test it against a hand-coded HTML page. Decipher which works better for you.
That’s the importance of testing.
TIP: If you have the option between a professionally designed landing page and one of lessor quality – go with the professional look. Visual appeal works hand in hand with this marketing strategy.
Some marketers use a picture to depict their offer and others don’t. Test a version of each and measure the results. If your squeeze page converts more subscribers with the picture, keep it. If not, remove it and test other layouts.
The Confirmation Page
The confirmation page is shown to subscribers after they enter a name and email address into your web form. Use this page to remind them to check email and click the confirmation link.
If they want your free offer, this step acts as a reminder, so they won’t miss out. Plus, it serves as a backup call-to-action. You get another opportunity to get them to follow through and finish the subscription!
FIGURE 2: Confirmation Page
I like to use the confirmation page to remind them to check the spam/junk folder just in case email was filtered. I also ask them to whitelist my email address so new mail gets placed properly.
Take time to explain (in detail if necessary) what you want the subscriber to do next. New people are arriving online daily, so there’s a chance that someone has never subscribed before. Extend a helping hand.
The Thank You Page
Once the person has confirmed, your autoresponder redirects them to the thank you page and another email is dispatched with your welcome message.
FIGURE 3: Thank You Page
I like to send the download link along with the welcome message, rather than placing it on the thank you page. This helps me get people used to the idea of checking email for my messages.
Other marketers may differ. All I can say is do what feels natural to you. There’s no set-in-stone method. Experiment!
The only thing left to do at this point is upload all three templates to your website and then get busy promoting the heck out of your landing page!
Good luck in your marketing endeavors!
Now it’s your turn. Do you have a question? If so, leave a comment below and ask away!
If you missed the other 2 parts to this series, review them below:
Thanks for reading!
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