There are a number of different squeeze page elements that you can test and tweak to improve your conversions. Some of these elements are critical, and others are not, but still important. However, testing how they interact together can sometimes make elements that aren’t as important much more effective. For example, template colors aren’t generally critical, however when you combine a certain template color with a certain headline, the results might be drastically better than when you use either element on its own. This is why it’s so important to test various things.
The headline is generally considered the most critical element of any sales or squeeze page, because it’s the first thing people usually read. If the headline doesn’t capture attention and generate interest in the first few seconds, you’ve probably lost the visitor for good.
In fact, aside from the type of squeeze page you use and the location of your opt-in form, the headline is the one thing you absolutely must test if you want to get the best conversions possible.
If you think you’ve chosen the perfect headline to convey your message but it just isn’t performing as well as you think it should, don’t be afraid to test subtle variations. Sometimes all you really need to do to a headline is change the wording slightly or change the way the text is highlighted or underlined and your conversions will increase.
It’s a good idea to make your headline into a graphic, because you can stylize the text and add more attractive highlights, underlines and other elements to draw attention much easier than you can with standard text.
Your sub-headline is another element that can make a big difference in conversions. While it’s generally not as critical as the headline, it still plays an important role in converting visitors.
If your squeeze page contains bullet points, you might want to test not only the content of the bullet points, but also the wording. Bullet points are especially important for letting people know exactly what they’ll be getting when they subscribe to your list, so they need to be good.
If you’re giving away a free report or other freebie, your bullet points should describe the key benefits of obtaining it. Let them know what they will learn inside the report. More importantly, let them know what this information could potentially do for them.
For example, instead of saying: “Learn the secrets of NLP!”
Say: “Learn the secrets of NLP and uncover the powerful methods top executives use to get anything they want, from more sales to promotions, raises and more! Double your income!”
Images are another important element of squeeze pages. There are many different types of images that are useful on squeeze pages.
- Arrows, check marks or other small graphics that draw attention to your bullet points and other important text
- Graphic headlines that draw more attention than standard text, including highlighting, underlining and other attention grabbers
- Opt-in box background or frame to help draw attention to the form
- Graphical subscribe button to encourage clicks
- Header, footer, background, and other design elements
One mistake you will want to avoid is using too many graphical elements. If you make the page too graphics heavy, it could distract people from your message. Additionally, graphics take longer to load than text, so people on slower connections may not be patient enough to wait for everything to load if you have too many images.
Opt-in Form Fields
The most effective opt-in forms use the fewest possible fields. The more information you ask for, the more likely people are to avoid subscribing. Although you may get more subscriptions if you only ask for an email address, you should also ask for their first name so you can personalize emails. You may get slightly fewer subscribers, but in this case, they will be much more profitable if the emails are personalized.
In general, text colors should always be black or dark grey. You don’t want to use bright or distracting colors, because they can be difficult to read on a white background. And you’ll almost always want to use a white background for the main text area of your squeeze page, because it’s easier to read.
The colors you use for your template can also have a surprising effect on conversions. Different colors affect the human brain in different ways. Choose your colors carefully in order to match your niche and the psychology of what you want to achieve.
Here is a good guide to the use of color in web design with regards to psychology:
Be careful with the sizes of the fonts you use. If your fonts are too small, many people will have trouble reading the text. If they are too large, it will make the page look unprofessional and make it frustrating to read. Keep fonts at a size that is just readable. Anything larger or smaller will likely decrease conversions.
You may want to test multiple template styles, as well. The design of your page (the graphics, layout, and everything else) can have a huge impact on conversions.
Believe it or not, a beautiful design often converts worse than something simple. When you have an aesthetically pleasing or impressive design, people are sometimes so distracted by it that they fail to take action. This results in poor conversions. This isn’t always true, so that is why testing is so vital.
Always keep in mind the way the eye flows through your squeeze page. You want the eye to flow from the most important element (usually your headline) down through your bullet points and finally to the opt-in box.
If you’re using an opt-in box on your page, make sure the eye flows naturally to it. For example, place the box at the end of articles so the eye, which is naturally already flowing downward to read the content, will notice it.
Don’t forget to include a privacy statement on your squeeze page or on or near your opt-in form. This doesn’t have to be extremely in-depth unless you need to comply with AdWords terms.
Just state something like: “We respect your privacy. We will never share your information with anyone else for any reason!”