However, you don’t have to sit by and watch your potential leads—those you can nurture through email marketing—exit your website without handing over their email address.
A squeeze page will collect them for you.
In this guide, we’ll talk about:
What a squeeze page is
Squeeze pages vs. landing pages
What a squeeze page includes
How to design a high-converting squeeze page (with templates)
What is a squeeze page?
A squeeze page is just like any other page you’re using to collect customer information. The only difference? Squeeze pages have a single goal: To collect a visitor’s email address.
The name comes from “squeezing” contact information from the visitor.
Often, you’ll need to give something valuable away through your squeeze page to get that information. That’s not as hard as you might think—especially when 95% of B2B buyers are willing to share their email address in return for high-quality content.
Once you’ve collected email addresses, you can start emailing potential leads. It’s a marketing channel with an average ROI of 3,800%, but you won’t stand a chance at experiencing that without a well-designed squeeze page.
Squeeze page vs. landing page
Confused as to what the difference is between a squeeze page and landing page?
A landing page can be for any goal—like signing up to a webinar, grabbing a free trial, or downloading a piece of content. They can be used for other use cases beyond lead generation, such as driving sales for products or events, or taking a quiz or survey.
A squeeze page can be used for either of those, but the main goal is to collect an email address.
You’d measure success on the volume of email addresses collected using a squeeze page (versus sign-ups or sales for a landing page.)
Squeeze page examples
We've curated some squeeze page examples from the web to show you how brands leverage squeeze pages in their marketing.
So, you’ve nailed what a squeeze page is, and you’re ready to design one that collects information from potential leads already visiting your website.
A high-converting squeeze page takes a lot of trial and error; what works for one website and industry might not work for another. How can you create a squeeze page that actually engages your visitors?
There’s common ground between the best squeeze pages: Every one contains these five elements.
1. A strong headline
What’s the main thing you’re offering in return for a visitor’s email address?
Whether it’s a free toolkit, downloadable piece of content, or access to discount codes to redeem on future purchases, include this as your headline.
The headline of your squeeze page is the first thing a visitor will see when they view your squeeze page, and you’re trying to grab their attention within eight seconds. If not, they’ll hit the “Exit” button and you’ll have lost the chance at collecting their contact details.
Make the headline of your squeeze page catchy by using urgency. Why should people sign-up now, rather than later? Spell it out to them, like this example by Smart Insights:
Powerful words like “now” and “free” make your visitor think they need to snap-up your offer before it’s too late. You’ll stop them from exiting your squeeze page with a mental note to come back later, and collect their email address before they forget.
2. A convincing description
Below your headline will be a short field of text that explains your offer in more detail.
Use it as your chance to expand on what your headline means, answering key questions a potential visitor might have, such as:
What exactly do people get in return for their email address?
When will they get the value you’re offering?
What will your offer help them do?
Convincing language is your best friend, here. Think of the words and phrases that would make you enter your details in return for the offer.
Numbers and statistics tend to work well in your squeeze page’s description because they make your offer sound more credible—especially if they’re explaining the results you’ve helped someone achieve with the same offer.
Take this example from Carrot:
The 70 keywords that produce 80% of leads investors get? I can easily see what I’m getting in return for my email address, and a solid reason why. Count me in.
3. Photos, videos, or screenshots
By this point, your squeeze page will be filled with text. It’s the only way to explain to people what you’re offering, right?
Not necessarily. People have several learning styles; while some people prefer text, others enjoy visuals. It’s important to cater to those with different preferences if you’re to stand any chance at collecting a large volume of email addresses.
(Not to mention that people are 85% more likely to buy a product after viewing a product video.)
Experience these benefits by including a combination of visual elements on your squeeze page to cater to everyone, such as:
Videos
Photos
Screenshots
The B-School program does this perfectly, showcasing an image of their influencer leader, Marie Forleo, to build trust with visitors landing on the squeeze page. Their target lead likely already know who she is:
4. A well-designed form
Arguably the most important part of your squeeze page is your form. After all, you can’t grab a potential leads’ email address if there isn’t a form to collect it.
It’s tempting to include tens of forms on your field. However, just ask for the basics—their first name and email address.
You could play around with other “nice to know” fields like:
Fewer form fields can increase conversion rates by over 120%—likely because they’re too overwhelming. Avoid that from sabotaging your squeeze page by only sticking to essential fields, like first name and email address.
5. A call-to-action button
A call-to-action tells your visitor exactly what to do next, and usually comes in button-form below your squeeze page form.
However, the copy of your button shouldn’t be bland. Use your button to give people one last nudge by telling them what awesome offer they’ll get, turning standard verbs into one-liners that convince people to click it.
For example:
“Download” turns into “Grab my free eBook”
“Sign-up” becomes “Get 14 days free”
“Join” becomes “Get instant access”
This squeeze page example by Fisher Investments shows this formula in action:
Notice how each call-to-action tells the visitor exactly what they’ll get (and when)? It’s much more interesting than a standard one-word button—especially when the words “free” or “instant” are involved.
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5 tips to create a high-converting squeeze page
Squeeze pages that include each of the five elements we’ve already talked about could still suffer with poor conversion rates.
You want to get as many email addresses as possible, right?
Even if you’ve included the basics, your squeeze page design might be to blame.
Here are five quick fixes you can use to design high-converting squeeze pages once you’ve got the basics already nailed:
It’s not just your website that needs to look professional and trustworthy. Your individual squeeze pages do, too. Otherwise, potential leads will land on your URL and exit before they contemplate typing their email address.
The easiest workaround for this is to have your squeeze pages professionally designed.
Follow general best practices for web design—such as making buttons noticeable, checking the design on mobile devices, and using consistent branding—before driving traffic to the page.
Or, you can use squeeze page templates from tools like ConvertFlow to simply add your text, forms, and images to a ready-made design.
2. Offer one specific thing
It’s tempting to use your squeeze page to offer everything under the sun.
But while you want your visitor’s email address and to provide them with value, stick with giving them one thing to focus on—like one eBook, webinar, or email (not all three.)
Why? The answer is simple: It’s much less confusing. Visitors know exactly what they’re signing up for, and what to expect.
...That’s not to say you can’t offer several things and see which converts best. Simply create a new squeeze page (or duplicate it from the ConvertFlow template you’re using), add your new offer, and promote both.
Stick with the “one offer, one page” rule and you’ll quickly see which offer your visitors are snapping up.
You can use that to your advantage when working on your squeeze page design using social proof to encourage more conversions.
However, this is tricky since you don’t have much space to play with. A squeeze page is short, above-the-fold, and to-the-point (unlike landing pages), so you’ll need to use your available space wisely.
You could do this by including one of these trust-building types of social proof:
Testimonials
Ratings
“Someone just signed up” buttons
Names of well-known people/companies who’ve also got the offer you’re sharing
Regardless of what you’re offering, demonstrate real-life examples who’ve signed up, used it, and loved it. It’s bound to help other people feel more trusting with their email address if they can see others have been rewarded for it, too.
4. Split-test your squeeze page
The five squeeze elements we discussed earlier have billions of variations. You could have a different colored call-to-action button, a different headline, and a range of photos. Which should you run with?
The answer isn’t the first one that comes to your head; your first combination won’t always perform the best.
That’s why we recommend running split-tests on your squeeze page using the “get it down, then get it right” methodology—focussing on progress before perfection, and avoiding premature optimization by prioritizing macro-optimizations first and micro-optimizations later.
First, run macro-optimizations by testing different offers or audiences to make sure they have offer/audience fit or product/market fit. Remember to use the “one offer, one page” rule here.
Once you’ve found a clear winner there, pick the page with the best performance and move onto micro-optimizations for that individual squeeze page, such as:
Split-testing your squeeze pages will take time, taking the “one offer, one page” rule into account. You’ll likely end up with hundreds of different variations, but eventually find one with the highest conversion rate. That’s the combination you should continue building on.
Ready to launch your squeeze page?
As you can see, there’s a lot that goes into a high-converting squeeze page. You’ll need to write strong copy, confirm you’re offering the right thing to the right people, and commit to regular testing of each element.
...But when you’ve collected thousands of email addresses of potential leads you can nurture through email, it’ll all be worth it.
To get started, use one of ConvertFlow's free landing page templates and launch your first squeeze page today.
Elise is a writer at ConvertFlow, and expert in B2B marketing. She's been featured in publications like ConversionXL, HubSpot, CoSchedule, Content Marketing Institute, Databox, and more. You'll usually find her cooking up some high-quality content for the ConvertFlow blog or campaign library.
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