How to Create a Squeeze Page That Converts at 74.5% (Case Study)

squeeze page

What if your squeeze pages converted at 74.5%?

Good news.

It’s possible because I’ve done it myself and I’ll be showing you how I did it right now.

But, first:

What is a Squeeze Page?

A squeeze page is designed to achieve one objective: get a prospect’s name and email address.

I believe that every business should be using squeeze pages to capture leads.

Why?

Because building your email list and then nurturing your leads is the single best way to grow any business online.

It doesn’t matter whether you sell your own products or services or you’re an affiliate. Email marketing is king because you own your list.

This is unlike Instagram or Facebook because those platforms not only own your content, but they also own the accounts of the people that follow you.

Don’t ignore these platforms, but growing your email list should be a primary goal in your business.

The best way to make that a reality to start building effective squeeze pages.

Now you’re probably wondering:

What’s a Good Squeeze Page Conversion Rate?

The annoying answer is that it depends.

According to Unbounce:

unbouce“a 12% conversion rate is pretty good for lead generation landing pages. And by “pretty good,” we mean you’ll be better than about 90% of your competitors.”

They analyzed over 64,000 squeeze pages across multiple industries to come to this conclusion.

That means that a 12% conversion rate for your squeeze page is a solid benchmark and target.

Now the question is:

How did I create a squeeze page that converts at 74.5%?

I’ll show you a second, but first…

Here’s the proof:

Squeeze Page Conversion Rate

Don’t worry:

This isn’t a one-hit wonder.

Here’s another squeeze page that’s achieved insane conversion rates as well:

Squeeze Page Conversion Rate 2

The most unbelievable thing about these pages is that they’re incredibly simple.

Let me show you what I mean:

9 Qualities of High-Converting Squeeze Pages

There are many ways to structure squeeze pages and all kinds of tactics you can use.

The following 9 methods work for me and in my industry. They may not work as well in yours.

That’s why it’s critical that you test.

More on this in a second, but let’s start with the #1 quality of successful squeeze pages.

1. They’re Only Visible to the RIGHT People

The success or failure of your squeeze page will depend on the quality of your traffic and your relationship with that audience.

Here’s an interesting fact about my strategy:

I rarely target cold audiences with lead magnets.

Instead, I promote content assets (like this one) to build rapport and trust, THEN I promote lead magnets (within the body of the content and through retargeting ads).

That means my squeeze pages are only visible to people that are already warming up to my brand.

Here’s a visual:

Squeeze Page Strategy

The takeaway here is to warm people up to your brand with Top of the Funnel (ToFu) content and then push them to a squeeze page.

2. They Offer a Lead Magnet

Offering a lead magnet on your squeeze page substantially outperforms a boring newsletter page.

Just compare these two conversion rates:

Conversion Rates

The first is for my general newsletter page and the second is for a page promoting a lead magnet.

Notice the difference?

Let’s move onto strategy #3.

3. They Are Simple

I’ve tried every type of squeeze page templates and strategy under the sun. I can tell you with great conviction that nothing beats a simple, highly-focused squeeze page like this:

High Converting Squeeze Page

It’s funny because almost every business challenge I’ve encountered has been overcome by simplifying.

simple is better

I literally have the word “simplify” on a board in my office just to remind me.

This brings me to point #4…

4. They Use Benefit-Driven Headlines

This goes along with simplicity. You should only present one benefit that the prospect will receive if they subscribe.

In the example below, you’ll see that the “benefit” of signing up is that the prospect will get access to “untapped” link building techniques.

Squeeze Page Headline

I also emphasis that these are “new” tactics because everyone desires to be on the cutting edge of things.

To get an idea of the power of a few words, just take “untapped” and the “new” portion out of the headline.

You’ll be left with “7 Link Building Techniques”.

That’s not exciting. That doesn’t create interest or desire.

Choose your words wisely!

5. They Have Zero Distractions

Notice that this page has one clear objective and there’s nothing taking away from that.

I don’t have menus, my logo isn’t clickable, and there are no distractions.

Distraction Free

People are easily distracted and have limited attention spans. Don’t add anything to your squeeze that may distract from your primary objective (getting an email subscriber).

6. They Have Minimal Fields

Trust me… no one (including your most qualified prospects) enjoys:

  • A) wasting time filling in unnecessary fields
  • B) having to think about answers to your questions
  • C) sharing personal information with your company

Trying to extract as much information as you can from a squeeze page is stupid.

You will have so many other opportunities to learn more about your prospects once they’re on your list.

Here’s the key takeaway:

Let the prospect get what you’re offering without having to think. Having minimal fields is the key.

7. They Give Explicit Directions

Never assume that your prospects know what do. Tell them exactly what you want from them:

Direct Users

8. They Use Unique CTAs

“Subscribe” is boring and over-used. Think about how to be different or even abstract with your CTA copy.

I can’t explain it, but using word “Download” has always worked really well for me.

Squeeze Page CTA

One other big part of effective CTAs is creating color contrast. Notice that my button’s color isn’t competing with any other colors on the page.

It has great contrast relative to all other elements. Always try to create contrast with your buttons.

9. They Have Trust Signals

Every squeeze page should make a prospect feel comfortable giving you an email address. If the thought crosses their mind that “this is sketchy”, you’re done for.

Notice that squeeze page has three distinct trust signals.

1. Recognizable Logo

Who are you? That should be established right away.

Logo

If you followed tip #1, this is just icing on the cake because the prospect should already “know” who you are.

2. GDPR Compliance

Some Internet marketers were freaking out when GDPR went into effect. I viewed it the opposite way. It’s an opportunity to demonstrate to prospects that you’re trustworthy.

Data compliance

You know how you feel when you land a website with an SSL certificate? That’s how you’ll feel one day when a squeeze page doesn’t have privacy policy.

The cool part about having the prospect “consent” is that you’re getting two micro commitments in one.

3. “Official” Business Stuff

Adding a copyright notice and the official legal entity name of the business is another way to add trust.

Copyright

To see the power of adding a few easy trust signals, take a look at these two examples:

squeeze page trust signals

The example on the left is the original squeeze page. The one on the right is what it looks like without any trust signals. Much more sketchy!

Now that you know the characteristics of high-converting squeeze pages, how do you actually create one?

How to Create Squeeze Pages

There are two ways to create a squeeze page:

1. Hire a Web Designer and Developer

This is the most expensive option, but it’s the best option if A) you’re not technically savvy B) don’t want to mess around with page builders or C) don’t have the time to create these pages.

2. Use a Squeeze Page Builder

Page builders are perfect if you don’t want to or don’t have the ability to custom code pages. They’re also great if you don’t have the budget to hire a designer and developer.

Squeeze Page Builder

I personal used Leadpages to create the squeeze page I’ve been talking about in this guide.

That’s All!

I hope this helped learn how to create high-converting squeeze pages.

If you liked it, please share this guide with a friend who’s trying to master digital marketing.

Thanks for reading!

About the Author

Author
Nathan Gotch

Nathan Gotch is the founder and SEO director at Gotch SEO. Listen in to our new podcast, The SEO Life or watch some of our actionable SEO training videos on YouTube!