The objective of this Squeeze Page Action Guide is to provide one easily actionable quick win for each of the 5 core sections of a conversion optimised Squeeze Page. These are actions that can deliver the most 'bang-for-your-buck' and quickly get you on a path to a high converting Squeeze Page with minimal delay.
So...
Where do you start?
You know that feeling? That feeling when you have something you know you need to do, but for one reason or another (time, resources, procrastination, overwhelm, binge-watching) it just never seems to get done?
Perhaps you’ve also had the sinking feeling that your list building quest isn’t quite working and have begun to ask if it’s even worth it?
Double Urgh.
I’ve been there and I feel your pain, but I also know the best way to relive that pain is to ask yourself:
“What actions can I take that will give me the most bang for my buck and move the needle towards a better performing Squeeze Page with the minimal amount of delay?”
Well, the good news is, when it comes to conversion optimisation: small changes can have a big impact. And because a big impact change is the ideal ‘quick win’ - if you really want to get moving; if you really want to get on your way to a higher converting Squeeze Page today: going for a quick win is the smart place to begin.
The Conversion Viking
In First Steps To Squeeze Page That Converts - a free introductory guide to Squeeze Page optimisation best practices - we introduced the five core sections of a high converting Squeeze Page as...
- The Value Proposition Heading & Intro
- The Features & Benefits List
- The Qualifying Statement
- The Call To Action
- The Hero Image
So we begin quite naturally with, drum roll please…
Squeeze Page Quick Win 1: The Value Proposition (Heading & Intro) Problem-Solution-Benefit Formula
When customers encounter a product they have never seen before, they will look for contextual clues to help them figure out what it is, who it’s for and why they should care. Taken together, the messaging, pricing, features, branding, partners and customers create context and set the scene for the product....
An effective Value Proposition draws upon your target customers thoughts, feelings, drives and desires to inform messaging that quickly connects because it speaks to them, about them, in a way they can clearly understand. And so, if you design your Headline and Intro with this in mind, if you ensure it’s the very first thing they read and if it does it’s job, which is to connect with a “copy that”, you'll be much more likely to buy some precious attention time and stay in the game.
If on the other hand, it’s not crystal clear exactly why the Page might be worth their precious time, your hard-fought-for visitor will simply move on to pastures new - which means low conversions and a big boo-hoo for you.
The - not so big - secret to creating an effective Value Proposition with your Heading & Intro is to ensure it does find a happy place where your deeds and your audience's needs meet. And one of the quickest and simplest ways to do that, is by clearly and simply acknowledging a problem, stating a solution and providing a beneficial outcome with a simple...
PROBLEM > SOLUTION > BENEFIT formula.
So, if you have a high bounce rate and your Heading & Intro doesn’t do that, then that’s the first thing you can potentially fix.
Here’s a quick how-to...
What’s the PROBLEM?
A Squeeze Page That Fails To Connect Is A Squeeze Page That Fails To Convert!
Sad, but true.
So, what’s the SOLUTION?
A best practice process that helps deliver outcome-focused copy by clearly connecting your deeds with your audience’s needs?
Makes sense.
But what your visitor really cares about, of course is…
Their needs
In other words, the tangible BENEFITS to them. In this example, that might be something along the lines of...
More subscribers, more buyers and a healthier bottom line.
And so, when we put it all together - with a few minor tweaks - we can come up with something along the lines of...
A Squeeze Page That Fails To Connect Is A Squeeze Page That Fails To Convert [PROBLEM]. This best practice process helps deliver simple, outcome-focused copy that clearly connects your deeds with your audience’s needs.[SOLUTION] Which, when consistently executed over time delivers higher converting Squeeze Pages and a growing email list over time..[BENEFIT]
And for bonus points, if you run your ideas through The Value Proposition Checklist you can quickly ensure your words are doing what they’re supposed to do in the way that they’re supposed to do it.
Of course, even the most ‘Mega Marketing Message’ won’t instantly, miraculously leak-proof your Landing Page, but a simple, clear Value Proposition can provide a little magic dust that helps lead the way to a higher converting Squeeze Page, simply because when a visitor comprehends exactly what your offer is and exactly why it’s relevant to them, they'll be much more inclined to listen to whatever else you have to say.
UX agency Fakecrow were challenged by home security platform Kuna to reduce their bounce rate and boost conversions. An overhaul of the products description and value proposition in the area above the fold was put to a three week test by the end of which, the bounce rate had improved by 31%, conversion rates increased by 66%, and sales increased by 89%.
Writer’s block?
There’s a copywriting formula for that. In fact there's lots. Included in...
The Complete Squeeze Page Workbook, Template & Checklist Toolkit
…to help ensure you’re never stuck for words again (well not for long anyway).
Squeeze Page Quick Win 2: Transform your ‘So What’ Features Into ‘Sounds Good’ Benefits (With The Help Of Just One Little Word)
When it comes to telling the world how AMAZING your products or services are, it might seem like blowing your own trumpet is the way to go, but in truth, if you genuinely want to connect with your audience you need to get your head around the fact that, ultimately, it can't be about you.
And on that bombshell...
I'm about to share a neat little trick that can steer you away from ego-centricity and towards customer-centricity by helping transform 'your' so-what features into the kind of benefits 'they' (your visitors) will actually care about.
Ultimately, without effective audience-centric benefits it's easy to end up with copy that lacks clout, simply because you failed to communicate anything anyone - other than you - actually gives a crap about. To ensure our copy can effectively help deliver a higher converting Squeeze Page: we have to relate. That means squeezing our big fat feet into our prospect's tightly fitting stilettos, so we can answer one more simple question...
Why-oh-why should they care?
The simplest way to ensure you can actually unearth tangible benefits and relevant value and don’t just end up with a list of so-what features, is to begin by clarifying what the features of your Lead Magnet actually are and then gently squeeze them until the benefits pop-out.
Benefits tell your prospects what’s in it for them, which is how it will improve their lives, how it will make them a better version of themselves. Features that do not have clear benefits are features you should not mention in your copy.
So to be clear then, in the context of a Squeeze Page the features are - for example - the elements, parts, sections or modules that together make up your Lead Magnet or free Opt-in Offer's whole.
To get a quick win here, simply begin by making a list of all your Lead Magnet's features, describe what each of those features does, but then - and this is the important bit - you can compound the connect-ability of each by simply asking yourself - what result could someone potentially ‘see’, once they consume, utilise or action this feature?
So far so good, now here’s that nifty one-little-word trick…
For a more satisfying conclusion to each statement, it’s as simple as adding a little ‘so’ to the end of the feature description to help you tease out a much more compelling feature + benefit combo.
SO, here’s an example...
The Blueprint [Feature Name] is a one-page infographic that clearly maps out each section [Feature Description], SO you can quickly get the gist of how everything fits together into one cohesive conversion focussed whole.[Feature Benefit]
Of course the word 'so', is merely a semantic tool to get you started. You could just as easily say "which means" or "therefore" or if you want to be literal "the benefit of which is". Regardless of the phrasing you use, the outcome (geddit?) of using this deceptively simple process is you can save your every day ‘so what?’ features from a 'couldn't-care-less fate' and transform them into a list that is relevant, will resonate and can trigger a ‘sounds good to me’ response.
Does that sound good to you?
Well there’s more where that came from…
The Complete Squeeze Page Workbook, Template & Checklist Toolkit...
Includes a step-by-step process intended to help deliver higher converting Squeeze Page copy and one of its most effective 'features' is the simple ‘fill-in-the-blanks' exercises. The 'benefit of which' is a lot less time wondering where to begin and a lot more copy that connects, simply because the exercises keep you focussed on the things your target audience actually cares about.
Moving swiftly along, we can now compound the power of your Value Proposition and drive home the biggest beneficial outcome with the aid of...
Squeeze Page Quick Win 3: The Qualifying Statement Fast Hack Formula
The Qualifying Statement is generally a succinct statement of 1-2 sentences that neatly rounds off the main body of the page, while naturally leading into the Call To Action, ideally in a triumphant ‘last hurrah’ sort of way.
And because the Qualifying Statement’s primary purpose is to provide a qualification or reminder of what matters most, there's a win that’s built-in because the source of your Qualifying Statement is almost certainly contained within the draft ideas for your Value Proposition and Benefits sections.
Which is nice.
Armed with the basic building blocks, the next quick win on your way to a higher converting Squeeze Page simply involves re-jigging a version of the Problem-Solution-Benefit formula to get some ideas flowing.
Yup, it’s that simple. And it goes like this...
The If/When [PROBLEM] Then [SOLUTION] So [OUTCOME]
Example...
If your Squeeze Page isn’t converting [PROBLEM], then this simple process can help you develop the kind of clear communication and empathic connection that quickly connects [SOLUTION], so you get less bounces, more conversions and a leaner, cleaner more engaged mailing list over time. [OUTCOME]
Ultimately, if this last conclusive statement is clearly focussed on driving home the most beneficial outcome, then you can potentially hit the happy place motherload with a last final persuasive punch that pushes your future customer towards the finishing line.
There’s loads more Qualifying Statement formulas to choose from in
Squeeze Page Quick Win 4: The Call To Action What + Why Check
If a visitor comes to the end of your page and they've still not conclusively decided ‘sounds good, makes sense, I'm ready to subscribe' their trigger finger will likely be hovering somewhere between that all-important "I'm in" conversion button and the "I'm out" back button. Which means you have one last chance to naturally nudge their heart, mind (and tapping finger) in the direction you want them to go. Bottom-line, if you snooze here: you lose here.
No pressure then.
The good news is - it’s easy enough to replace a lame CTA with one that can at the very least keep things moving instinctively forward and avoid a last hurdle stumble, as long as you include a few key ingredients...
In the context of a Squeeze Page which has one (and only one) objective your CTA should not only be crystal clear on what needs to be done (for that objective to be fulfilled), it should also be accompanied by a jolly good reason for doing what needs to be done.
One simple way to easily achieve that, is by asking yourself two simple questions:
- What will they actually get when they click the button?
- What is the value of what they’ll get?
To elaborate a little, if all your CTA says is “Click Here” or “Subscribe” where is the value in that? It tells your hovering - will they/won’t they - visitor little about what they’ll get or why they should make the effort for it.
If people aren't sure about the value that your CTA button will deliver, they’re not going to click it.
SEO & Digital Marketing Guru
In other words it doesn’t include the most important elements, which are…
A reminder of the WHAT and the WHY.
So, the simplest quick win you can make with your CTA is to ensure at the very least it follows...
The What + Why Check
A quick example then...
Do you have an active instruction?
Click Here / Get / Download?
So, what will they actually get?
Checklist / Ebook / Mini-Course?
And most importantly, what value will they derive from what they get?
Conversions / Subscribers / Customers?
All else being equal, if your CTA states exactly what it is, exactly why they should want it, and exactly what to do to get it, your Squeeze Page is a lot more likely to secure high conversions and a lot less likely to have last minute back-button fails.
And so with these core ingredients at hand, you can now put them in the mix in a variety of sequences to come up with something like this..
For a complete step by step fill-in-the-blanks process that can ensure you’ll never be lost for effective CTA choices again…
Click Here & Get The Complete Squeeze Page Workbook, Template & Checklist Toolkit Now!
Last, but definitely not least, you can put the word-work to one side for a while as I ask you to ponder…
But, how can I also quickly and clearly communicate needs and deeds in a visually effective way?
Glad you asked...
When it comes to images, there’s a multitude of things you could do to help you improve your Squeeze Page conversion rate, but for a quick win here’s the one thing you definitely should do...
Squeeze Page Quick Win 5: The Hero Image Compliment & Confusion Check
Whether you end up with a high bouncing or high converting Squeeze Page depends to a large extent on which way the first impression scales fall as your visitor quickly asks...
Should I stay or should I go?
And so as the very first things a new arrival takes in, the Hero Image and Heading can arguably deliver the biggest wins (or fails) of them all. So the main image on your Squeeze page is generally most effective (and least distracting) when it simply partners with the Heading and Intro to help communicate your Value Proposition Statement in a visually pleasing way.
So…
Once you’ve got your Heading and Intro communicating your Value Proposition in a simple and clear way (check?) the next job is to ensure your Hero Image does not conflict - with your Value Proposition - in any way - simply because, conflict leads to confusion which is the enemy of conversion.
Once any conflicts are fixed and you’ve made sure your image does compliment more than it confuses, the final core element is to ensure your image is a clear tangible representation of what they’ll actually get (be that the product, the process or the outcome).
The best way to ensure that, is to get a second opinion (or two) on the first impression the image makes all on its lonesome (preferably from people you don’t personally know).
That means asking, firstly…
What does this image tell you?
And secondly…
Does it look authentic, credible and true?
A non conflicting or confusing answer to question one and an affirmative response to question two and - hi-5! - you've taken one hell of a quick-win leap towards your high converting Squeeze Page goal.
The Hero Image Framework
In The Complete Squeeze Page Workbook, Template & Checklist Toolkit we’ve expanded a bumper list of 24 hero image best practices into ten pages of top tips and 'good to know' guidance to help ensure your imagery can complement your copy without conflict; reduce the amount of ‘man-splaining’ you need to do, and execute a beeline to your visitors brain in the quickest and clearest of ways.
One small step for you, one giant leap on your way to a higher converting Squeeze Page?
Remember that while the ‘urgh’ is an inevitable part of the process, the ‘urgh’ is also what sorts the wheat from the chaff and the winners from the losers, simply because - much like anything that’s worth doing - building a well-oiled list-building machine is a lot easier said than done. It’s tough out there, competition is fierce, attention has to be hard fought for (or bought for), it is survival of the fittest and so, sometimes as one of the greatest orators of all time - allegedly - once said, you just have to…
And that’s easier to accept when you understand that the journey to list-building success never goes in one straight upward line and your momentum will ebb and flow. So...
When time is tight and resources are stretched a quick win is the best place to begin.
So, the next step on your quest for Squeeze Page conversion success is to hone in on the one section of the page where you feel you may be failing to connect and resonate and fix that fast.
Your first fast fix on your way to a higher converting Squeeze Page today could be…
- Ensure your Heading and Intro quickly, clearly connects by utilising the PROBLEM > SOLUTION > BENEFIT formula.
- Give your features a bumper-boost by providing relatable, relevant, tangible outcomes that your readers will actually care about.
- Round off the main body of the page with a ‘what matters most’ Qualifying Statement that clearly drives home the most beneficial outcome.
- Avoid any hang-ups at the last hurdle by creating a CTA that matches the WHAT to an all-important WHY by clearly communicating the VALUE of your offer.
- Get a second opinion on the first impression your Hero Image makes, to rule out any confusion or conflicts and ensure it does clearly represent what your new subscriber will actually get.
It is not the magnitude of change on the “page” that impacts conversion; it is the magnitude of change in the “mind” of the prospect.
Remember, when it comes to Squeeze Page conversion optimisation, optimal changes can have exponential impact. So as long as you actually do take action without too much delay (like, er, today) you’ll be one step closer to higher conversions and a lean, mean lead generating machine.
PS: One Final Formula: Process + Persistence = Progress?
Here’s the thing…
When resources are stretched and time is tight, delivering a Squeeze Page that converts more than it hurts can be - urgh - easier said than done, unless of course...
You have an actionable process.
So, if you do need a little extra nudge to get you moving in the direction of a higher converting Squeeze Page and want to ensure you don’t get stuck…
5 Steps To A Squeeze Page That Converts...
Is a complete Squeeze Page Workbook, Template & Checklist Toolkit, that can logically guide you from initial ideas to fine-tuning of copy and onto the creation of visuals focussed on what’s actually important; relevant; and salient to your target audience.
Which means you can have a Squeeze Page that is optimised to get heads nodding, hearts pulsating and minds racing in the direction you want them to go - while also saving you time, money and resources along the way.
Which might be nice, right?
Click here to get your editable PDF workbook with all the fill-in-the blanks exercises, templates and checklists you'll need to deliver a high converting Squeeze Page with minimal delay.
Click here to get your editable PDF workbook with all the fill-in-the blanks exercises, templates and checklists you'll need to get your Squeeze Page on track, working and converting without delay.
Click here to get your editable PDF workbook with all the fill-in-the blanks exercises, templates and checklists you'll need to get your Squeeze Page on track, working and converting without delay.
Who?
Over the years - ok decades - Nick Conneff has turned in his best work initially as a deep house DJ-turned-producer, then a property investor-turned-entrepreneur, but for the last few years has been turning his hand to helping like-minded individuals with digital marketing and sales funnels.
Conversion copywriting, conversion optimisation, landing pages, content creation (writing, video, audio), email marketing, traffic acquisition and funnel design are all things he's happy to lend a hand with.
He's nice like that.
Significant projects in the past have included running an independent record label and co-founding an education & welfare program in S.E Asia.
He works from his home in Manchester, England until the weather takes a predictable turn for the worst - lockdowns permitting - then remotely from much warmer climes such as Chiang Mai, Manila & Gran Canaria among others.