Using Landing And Squeeze Pages for Better Marketing

14 October 2013, by A. Cedilla

¬†What’s the different between a landing page and a squeeze page?
Landing pages aim to sell something to visitors, squeeze pages want to get something from visitors.

Landing pages convert visitors into sales or leads: a landing page is a sales letter on a webpage, one with a specific URL on your website, and it is meant to get a visitor to buy a very specific product. It is composed of:

  • A long form sales letter formatted to capture attention, convince the reader of the product’s benefits, and steer him into finalizing the purchase.
  • An order button that takes them immediately to the shopping cart and the final step of the purchase process (using a credit card or usually Paypal.)

From sales letter to final purchase should take less than 5 clicks. Any more and you risk losing the sale due to fussy sales processes (which is why landing pages also offer money-back guarantees — all to remove doubt from the prospect’s mind and slide them right down the path to the final click.)

A squeeze page, on the other hand, is meant to capture names and email addresses in exchange for valuable content. A squeeze page has a shorter ‘letter’ compared to a landing page and its purpose is to get the visitor’s name and email address to add to the mailing list.

  • The squeeze page convinces a visitor to opt-in on a subscriber list.
  • In exchange, access is granted to a download page. That’s why a valid and working email address is important: the download details are sent to the email address entered. There the new subscriber can download the promised information packet that can be composed of a free report, the most current newsletter available, or some other valuable content (ex. free patterns, webinar access or something similar.)

Use both landing and squeeze pages for a two-pronged approach. Two methods of collection cast a bigger net in terms of profit and subscribers: You get opportunities – With a landing page you can funnel visits into sales. A squeeze page gives you the change to talk to your subscribers and help establish a good relationships as well as present them opportunities to buy from you in the future — in the form of getting information about promos, upcoming deals, or information packages/seminars, etc.

Traffic is the first goal of any website. You can’t fish without a pond to fish in, and traffic provides you with a nice stream of visitors from which you can grow a business off of and make a living.

The secondary goals are conversing that traffic to subscribers and sales. Drive traffic to your squeeze page, you grow your mailing list, a collection of subscribers primed to have an interest in what you offer. That’s a ready-made interested pool of followers right there, one you can send sales emails to and share helpful content with on a regular basis. You get them to sign up, you can sell to them later. It’s a two-step process.

Drive traffic to your landing page and you drive it directly to sales — an immediate, measurable result, quantifiable in dollars and cents, done in a one-step process.

Something more about landing pages: They don’t offer any outside links, haven’t you noticed? As a subscriber or potential buyer, you can either sign up or close the tab, and even then, a last minute pop-up can materialize and ask you to reconsider shutting down on the truly awesome, fully guaranteed, only-available-at-this-time deal. And that pop-up can be enough to tip a visitor into a buyer.

What about video?
Aside from text content, video is also used in landing pages, and rarely in squeeze pages. In squeeze pages, time is of the essence, and you run the risk of turning the potential subscriber off when all they want is speedy access to the free content you’re offering in exchange. On sales pages, video can show the prospect what he can expect from the product.

If you’re the product creator and you’re the one in the video, you establish yourself as an authority in the eyes of your viewers, and you put a face to the brand. It shows you’re invested in making a connection and establishing trust.

What information do you need to present?

  • Relevant – You don’t want to waste their time and yours with information that has no connection to what you offered and what they signed up for.
  • Clear – Outline the benefits of your information to the readers. Tell them what they’ll get, when they can expect it, and how they can solve their issue with it.
  • Motivating – Give them compelling reasons to get them invested in you as a trustworthy, reliable resource. A consistent supply of helpful, up-to-date information that can help them is the most solid evidence you can provide.
  • Spotlight – Highlight your messages as beneficial to the readers. Don’t be afraid to emphasize that unlike other products, yours can make a real difference for them when they apply themselves to learning how to use it, and tailor its performance to their situation.

In both kinds of pages, you need detailed, relevant and informative content that shows the visitor what’s in it for them if they click yes. With all this information in mind, it’s up to you now to see what new takes you can develop on your website to take best advantage of landing and squeeze pages.

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