Squish: Why Most Squeeze-Pages FAIL

Alrighty,

one of the big issues many new marketers are struggling with is the so-called “squeeze-page”.

The idea is that you’re offering something of value in exchange for an email address.

Unfortunately, as soon as you ‘step out’ of the Internet Marketing niche, many of the ‘tried and tested’ squeeze-pages don’t really work – meaning low (really low) signup rates, and hence of course low (really low) conversion rates to whatever you have to offer.

Here’s the problem:

Take a look at the example on the top right. It’s a squeeze-page for Jeff Johnson’s TubeTrafficSecrets launch, and it uses what everybody tells you is the latest and greatest in squish-technology:

A simple header, a strong headline and a signup box. And of course the ‘motivational’ image suggesting freedom, happiness and never ending streams of cash in the background.

This squeeze page works extremely well, for one simple reason:

the VAST majority of people who come to this page are already presold by the affiliates who sent them there.

In other words:

most of the heavy lifting (persuading or convincing someone to sign up) has already happened in the email that was sent by the affiliates to their list.

I’m willing to bet that if you did some eye-tracking studies of this particular landing page, the vast majority of people don’t even read the headline or the fine-print, but instead jump straight to the bottom, enter their email and hit the happy “send me the cheat sheets” button.

I’m also willing to bet that if you sent cold traffic (PPC and similar) to this squeeze page, you’d get far less than the reported 50.1% signup rate.

(and this is not meant to be a criticism of this particular signup page, it does exactly what it is supposed to do: collect emails from pre-qualified leads)

The reason why it wouldn’t work so well with cold traffic is simple:

in your PPC, or banner, or whatever ad, you will have had much less time and space to prequalify the prospect, and hence they are less likely to raise their hand and say “yes, that’s me, gimme, gimme, gimme”.

So, take-away:

the landing page you’re using has to take into account to what extent a prospect has been pre-qualified.

And the ‘colder’ the traffic, the more ‘warming up’ you’ll have to do before asking them for their email.

Back to the beginning:

the real reason why so many people are struggling with their squeeze pages is because they are modeling what they are seeing in their email-inboxes every day.

And those are typically examples of squeeze pages that assume that you’re already prequalified.

So, modeling is a GREAT approach, just use with caution and always be aware of how ‘warm’ the traffic is that hits your squeeze-page.

Enjoy

Veit

PS: I guess a question that might/should come up is: how to warm up a cold lead? It’s a topic for another post, but a good starting point for testing would be a multi-page signup-sequence – think of it as a mini-sales-letter that sells them on the idea of signing up. Remember to include your cliff-hanger at the end of each page, so your prospects keep reading.

PPS: just found out that if you click ‘back’ or exit Jeff’s page, a more detailed signup page pops up! Just click on the image above, it’ll take you to the page, then navigate away from the page, you’ll see what happens.

 

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