How To Improve Your Squeeze Page Conversion Rates (And Build An Email List Of Engaged Subscribers)

You need to build up your subscriber list. Squeeze pages can help you do that.

A squeeze page is a type of landing page with the sole goal of collecting a visitor’s contact information. 

Most squeeze pages aim to collect visitors’ email addresses. Sometimes they’re full pages on a website, but often, they’re pop-up windows that appear as you browse. 

Many brands use information from squeeze pages to extend their relationships with visitors. This extension often happens through email marketing campaigns. 

Squeeze pages are an initial point of contact between a brand and a visitor. They give visitors a first taste of what your brand is all about. At the same time, they also give you a chance to start a long-term relationship with visitors. 

The thing is, visitors often won’t volunteer their information for free. So, like all good things, you’re going to have to work for it. 

Squeezing email addresses from visitors usually requires exchanging some form of valuable content. That exchange could also mean access to information or an exclusive offer. 

You’ve seen plenty of these every time you’ve logged onto the internet: “Click here to subscribe!” or “Enter your email to receive this exclusive offer!” 

At their core, squeeze pages are a site of information trading. You’re trading your offer for a visitor’s contact information. Squeeze pages should make your offer look so valuable that visitors exchange info for access. 

A successful squeeze page contains a few elements:

  • A headline containing a valuable offer that motivates visitors to exchange information
  • Supporting text that describes the benefit of accepting your offer
  • A form with 1-2 fields for capturing information (usually, name and email address)

As formulaic as these might seem, building an effective squeeze page can be difficult. For example, with so little space, developing a strong pitch can be tricky. 

An effective squeeze page involves in-depth knowledge of your audience and your brand. So, here's an analysis of problems that might be holding you back from bulking up your subscriber list.


Squeeze Page Problem 1: Your Offer Isn’t Tailored To Your Audience

How to improve your squeeze page conversion rates (and build an email list of engaged subscribers)

Squeeze pages speak to a particular audience, offering a valuable product or service. This might take a bit of audience analysis. First, you’ll need to know your intended audience and what would be valuable to them. 

Not every audience will be after the same thing. 

Business professionals might want to read an e-book about the best way to make a quick buck. Bookstagrammers might want access to your weekly newsletter about recent releases. Dog owners might want a coupon for grooming services. 

Whomever your audience might be, keep them in mind while crafting your squeeze page offer. If your audience sees your offer as valuable, you can bet they’ll give you their email address to gain access.


Make It Exclusive

Part of tailoring your offer involves conveying exclusivity. Think of your squeeze page as a gateway that leads visitors into the rest of your brand and resources. 

If your audience doesn’t think what’s behind your gateway is special, they might not be willing to give their email. 

If they can find the resources elsewhere, they might not be willing to hand over information. Your offer should give visitors access to something unique or exclusive. 

Tailored content lets you lean into your expertise as a specialist. So here’s your chance to show what you know. 

You can use your specific industry knowledge to offer visitors something thoughtful. Visitors will be more likely to subscribe and give their info if they see value in your resources. 

Your offer should be clear and easy to see, but so should your Call To Action (CTA) button. To ensure that visitors can’t miss signing up for your offer, you can customize your CTA button. 

Depending on your brand image, you can vary the size and color of your CTA button to draw more attention to it. You can also customize the copy on your button to give your squeeze page a more personal touch. 

Sometimes a general “Click Here” isn’t unique enough. Adding humor or personality to your CTA can extend your brand voice. 

Customizing the expected element of your squeeze page can make you more memorable. It can also help distinguish your brand from competitors. 

Learn how to write hyper-specific copy here.


Squeeze Page Problem 2: Your Squeeze Page Copy Is Too Long

How to improve your squeeze page conversion rates (and build an email list of engaged subscribers)

A successful squeeze page gets right down to business. It’s short, explains your offer, and gives a brief picture of your offer’s benefits. 

While you might want to show off all the features of your offer, you’ll have to resist the temptation to wax poetic. 

Your squeeze page's goal is to show visitors that your offer will give them an exclusive benefit. 

Keeping your copy short prevents readers from losing interest. It’s a challenging test of verbal precision, but the payoff is well worth it. 

A squeeze page introduces an offer, but it doesn’t usually have any extensive explanation. 

Since your squeeze page's goal is to get information, don't give a full rundown of your offer's details. Instead, convey enough value that visitors will want to exchange information for access. 

Conveying value hinges on you identifying what's most valuable to your audience. Because you’ll have limited space, you should focus on your offer's most valuable elements. 

You’ll need to consider the primary features and benefits of your offer.

How to improve your squeeze page conversion rates (and build an email list of engaged subscribers)

Features vs. Benefits

Features and benefits are similar, they’re not quite the same thing. Making the distinction between the two is critical. Evaluating features and benefits can help you decide what to include in your copy and what doesn’t. 

You won’t want to tell visitors too much about your offer's benefits but not explain what they get in the offer. At the same time, you’ll want to make sure your offer seems beneficial for visitors. It’s a delicate balance that requires a subtle distinction.

Features describe the actual characteristics or capabilities of your offer. In and of themselves, particular values can’t define features. Instead, they’re a part of your offer. 

Benefits show how various features of your offer can provide value to visitors. They define the value of features and your offer. 

So while they sound similar, benefits come from features that make the offer valuable. 

To put this in context, let’s think of an example. Let’s say you’re trying to sell a smartphone. Your smartphone might feature a navigation app, such as Apple Maps on the iPhone. 

The navigation app is a characteristic of the smartphone—it is part of the phone itself. Navigational capabilities are part of what defines a smartphone as smart. In your copy, you could write that the smartphone features a navigation app. 

But that might not be enough to convince your visitors to give you their information. They’ll want to know what the value of having a navigational app on their smartphone is.

For most smartphone users, a navigation app is a plus, not because of the feature but because of the benefits. Because of the capabilities of the app, the smartphone becomes a more valuable tool. 

With a smartphone that has a navigation app, you can find your way to an unfamiliar destination. You can also share your location with a friend or drop a pin to mark the location of your car. 

Instead of showing the navigation app as a feature, you can show how the app adds value to a smartphone. For example, your copy might discuss how the app guides you to a destination or helps you find your car in a crowded lot. 

Foregrounding benefits can reveal how the smartphone's navigation feature makes it more valuable.

When thinking about your offer, differentiate between its features and benefits. If it helps, you can make separate lists. 

Try listing features first then delving into the benefits related to each feature. This will help you see the link between the two. 

Plus, seeing all the benefits and features laid out can help you figure out which ones to highlight in your copy. Since you have limited space for copy, only include the most valuable benefits. 

Then, when you go ahead and start writing, you’ll be able to showcase both the features and the benefits of your offer. Making your offer clear helps people understand what they get by providing information. 

Spending some time talking about benefits can make your offer seem more valuable. Higher value makes it more likely that visitors will click and subscribe.

Your squeeze page shouldn’t be more than a page long, so there’s no need to be too elaborate about your offer's benefits. 

Keeping your copy short prevents visitors from losing focus or getting distracted. The problem is that it can be hard to share lots of information in so few words. 

Sometimes bulleted or numbered lists can be effective in showing off many benefits. Lists convey information without using much space or asking people to read a lot. 

So if you have a lot of information to share but not a lot of space to share it in, try bulleted or numbered lists. 

The short-and-sweet approach carries into the way that you capture information as well. For the most part, your form shouldn’t be a full-length background check. So, feel free to keep it as simple and easy as possible. 

Most squeeze pages only ask visitors to enter a name and email address. Of course, you can customize your form’s font and size, too, but keeping the copy short is critical. 

If your offer has minimal barriers, visitors will be more likely to provide info. So, you’ll want to make the process of exchanging information as easy as possible. 

All your visitors should have to do is enter a couple of pieces of information, and they’ll be on their way.

Learn how to make your copy spark buying behavior in your target audience here.


Squeeze Page Problem 3: Your Copy Doesn’t Fully Describe The Value Of Your Offer

How to improve your squeeze page conversion rates (and build an email list of engaged subscribers)

Although you should keep things brief, make sure visitors understand your offer's value. 

If you’ve tailored your offer, it should be easy to convey how your offer can benefit your audience. There’s no need to spend a whole page explaining what your offer is and what benefits it has. 

Elaborating can run the risk of rambling and creating confusion. That's true, but don’t sell yourself — or your offer — short. It’s still important to make sure visitors understand that your offer is valuable. 

Showcasing value can happen in a variety of ways. Visitors will be looking to see if your offer fulfills their needs or desires. So, to showcase your capacity to do so, use keywords that'll clue visitors in on your expertise.  

Highlighting terms draws attention to the fact that your offer meets visitors’ needs. Specialized terms also add to your credibility by showing that you know your stuff. 

Industry-specific language will show your active knowledge of your visitors and their perspective. By establishing your credibility, you’re increasing your brand’s value. Better value further encourages visitors to exchange their information for your offer. 


Keep Establishing Value

Even though you’ll want to show off your knowledge, you’ll also want to avoid rambling on for too long. 

One way to keep copy short without underselling your offer is to elaborate on value after the sale. Visitors will want to know that gaining access to your offer will benefit them. 

Phrases like “Now, you can….” or “With this knowledge, you’ll be able to…” can boost your credibility by highlighting new opportunities. 

Showing visitors that your offer helps open new doors can make them willing to engage in the future. In your follow-up copy, you can draw visitors’ attention to how beneficial your offer was. 

This will give you a chance to point them toward further resources that your brand offers. 

You can also use visual aids like rating systems or customer testimonials to show value. Visual techniques like these help visitors see the quantifiable value of your offer. 

Asking visitors to review or rate your offer early on can produce content to help sell to prospects. You might even want to consider giving away your resource to a few visitors in exchange for a review. 

You’ll gain more credibility based on your offer’s perceived value to a visitor. So, the opinions of visitors who accepted your offer can add to its perceived importance. 

Testing your offer can also help you streamline and cater to your audience. If reviewers aren’t thrilled, you can use their feedback to keep tailoring until they’re happy.

No matter which tactic you decide to try, conveying the value of your offer in a short amount of time is crucial. Marketing a valuable offer should be no problem with the help of your knowledge of your audience.

Learn how to build a powerful personal brand through copywriting here.


Squeeze Page Problem 4: Your Offer Isn’t Followed Up

How to improve your squeeze page conversion rates (and build an email list of engaged subscribers)

It seems like a no-brainer, but making sure you do deliver on your offer is key. If you’re not following up on your offer, visitors might feel slighted or shortchanged. 

Instead, send your promised resources or goods on time. Engaging with visitors on time can help them feel acknowledged and valued.

Delivering your offer on time shows visitors that you’re quick and reliable. In a world where any possibility is a click away, visitors will expect you to deliver within a day or two at the most. 

Visitors are likely to keep doing business with you if you process their information in a short time. Reliability also translates into trust and credibility in future interactions with your visitors. 

Creating trust will make customers more likely to do business with you later. After all, a squeeze page is only the beginning of your relationship with visitors. 

How to improve your squeeze page conversion rates (and build an email list of engaged subscribers)

Developing A Relationship With Subscribers

The goal of squeeze pages is to increase your number of subscribers. Beyond gaining subscribers, your goal is to build long-term relationships with subscribers. 

As your relationship with subscribers grows over time, they’ll someday become customers. You can use your squeeze page to send visitors quality content that meets their needs. 

It’s only the beginning of showing them how valuable your brand is. Developing a regular relationship with visitors allows you to invest in future prospects.

But like any normal relationship, maintenance is key. You’ll want to create as many points of potential contact with visitors as possible. 

Elements like a “Thank You” page produce more opportunities to show your appreciation. You can also use your newfound access to their contact information to send a “Thank You” email. 

You can even include a timeframe on your “Thank You” page that tells visitors when to expect a follow-up. Promising you’ll deliver on your offer in a timeframe (and doing so) can build serious credibility. 

Now that you have contact info, continue to contact them via drip marketing campaigns. Sending regular updates and content keeps prospects in the loop and shows consistency. 

Over time, they’ll come to know what to expect from you and your brand. 

Learn the 10 proven cold email types here.


It’s All About Value

How to improve your squeeze page conversion rates (and build an email list of engaged subscribers)

Squeeze pages are all about conveying value in a short time and with a limited amount of space. They rely on a well-tailored, specific offer that appeals to a defined audience. 

An effective squeeze page starts with knowing what your audience wants and needs. Once you know your audience, the rest of the pieces will start to fall into place. 

Your offer can be as big or as small as you’d like, as long as it offers real, identifiable benefits to your visitors. You can convey its value through words, images, charts, or numbers. 

All that matters is that your chosen technique resonates with your intended audience. Then, if they think your offer is valuable, they’ll give you their information. 

Graphic and visual elements can combine with your copy to increase conversion rates. Still, communicating the value of your offer is the key to a great response from your visitors.


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About Daniel Doan

Daniel is a proven Neuro-Response copywriter with over a decade of expertise bridging the gap between what your company wants to say and what your customers actually want to read.

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