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A squeeze page is a
landing page In online marketing, a landing page, sometimes known as a "lead capture page", "single property page", "static page", "squeeze page" or a "destination page", is a single web page that appears in response to clicking on a search engine optimized se ...
created to solicit opt-in
email Electronic mail (email or e-mail) is a method of exchanging messages ("mail") between people using electronic devices. Email was thus conceived as the electronic (digital) version of, or counterpart to, mail, at a time when "mail" meant ...
addresses from prospective subscribers.{{cite book , title= Web Marketing All-in-One Desk Reference For Dummies , last1=Arnold , first1=John , last2= Lurie , first2= Ian , last3= Dickinson , first3= Marty , last4= Marsten , first4= Elizabeth , last5= Becker , first5= Michael , year= 2009 , publisher= For Dummies , isbn= 0-470-41398-0 , page= 110


Background

In the field of
direct marketing Direct marketing is a form of communicating an offer, where organizations communicate directly to a pre-selected customer and supply a method for a direct response. Among practitioners, it is also known as ''direct response marketing''. By ...
, the subscriber list is considered the most important part of a mailing campaign. Marketers devote a great deal of time and money to collecting a "list" of highly targeted subscribers as a result. Common methods for gathering a mail list include
business reply mail Freepost is a postal service provided by various postal administrations, whereby a person sends mail without affixing postage, and the recipient pays the postage when collecting the mail. Freepost differs from self-addressed stamped envelopes ...
,
telemarketing Telemarketing (sometimes known as inside sales, or telesales in the UK and Ireland) is a method of direct marketing in which a salesperson solicits prospective customers to buy products or services, either over the phone or through a subsequent ...
, list rentals, and co-registration agreements. Email lists serve the same purpose in the digital world. A highly targeted list of email subscribers allows the owner to market their product and service with a fairly high probability of success. With the proliferation of spam, however, consumers are very careful about giving out their email addresses. To ease consumer concerns experienced online, businesses create "Squeeze Pages" that detail the businesses' privacy standards and what the subscriber will receive.


Squeeze page strategies

A squeeze page is a single web page with the sole purpose of capturing information for follow-up marketing; that means NO exit hyperlinks. Quality squeeze pages use success stories that the prospect would relate to when making a buying decision. They also use things like color psychology, catchy sales copy and keyword rich text placed with SEO (
search engine optimization Search engine optimization (SEO) is the process of improving the quality and quantity of website traffic to a website or a web page from search engines. SEO targets unpaid traffic (known as "natural" or " organic" results) rather than direc ...
) in mind. Some advanced marketers even use audio and video on their squeeze page. Internet marketers borrow copywriting techniques from offline direct response marketing. This includes the use of a headline, bullets, teaser copy, deadlines, testimonials, scarcity, and the like. Aggressive marketers will present visitors with multiple incentives in exchange for their contact information. As a general rule, Internet marketers try to keep the content on their squeeze pages to a minimum. The goal of the page is to obtain the visitor's email address; additional information could distract the user or cause them to "click away" to a different website. Navigation and
hyperlinks In computing, a hyperlink, or simply a link, is a digital reference to data that the user can follow or be guided by clicking or tapping. A hyperlink points to a whole document or to a specific element within a document. Hypertext is text wi ...
are almost always absent from typical squeeze pages. The absence of links is used to focus visitors' attention on one choice: register for the email list or leave the site. Squeeze pages are often used in conjunction with an email
autoresponder An autoresponder is a computer program that automatically answers e-mail sent to it. They can be very simple or quite complex. The first autoresponders were created within mail transfer agents that found they could not deliver an e-mail to a given ...
to begin delivering information as soon as the visitor confirms their email address. The autoresponder may be utilized to send a series of follow-up emails or to provide an immediate download link to get information. Promising information upon completion of confirming their email address has proven to be an effective method of increasing opt-ins using squeeze pages. New technology has also led to adding voice or video to squeeze pages in an effort to capture the visitor's attention.


Search engine optimization

In 2011, on two occasions (
Google Google LLC () is an American multinational technology company focusing on search engine technology, online advertising, cloud computing, computer software, quantum computing, e-commerce, artificial intelligence, and consumer electronics. I ...
"Panda" and "Farmer" in February and June), the major
search engines A search engine is a software system designed to carry out web searches. They search the World Wide Web in a systematic way for particular information specified in a textual web search query. The search results are generally presented in a ...
adjusted their
algorithms In mathematics and computer science, an algorithm () is a finite sequence of rigorous instructions, typically used to solve a class of specific problems or to perform a computation. Algorithms are used as specifications for performing c ...
to more accurately rank and sometimes exclude squeeze pages that are considered to be "spam" due to their lack of content. In addition, some marketers have seen their pay-per-click campaigns being penalized by restrictions that prevent "affiliates" from purchasing pay-per-click advertising to build opt-in lists for future sales. In response, marketers have begun to increase the amount of content included on Squeeze pages to ensure that their page maintains its search result rankings. Content on a squeeze page can be increased by adding a blog at the bottom of the page. Another squeeze page design that is growing in popularity is a combination of a linear sales page and a squeeze page. This design keeps the squeeze page basics such as opt-in form, bullet points, and video at the top of the page. At the bottom of the page the user would find more content and product information..


See also

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Autoresponder An autoresponder is a computer program that automatically answers e-mail sent to it. They can be very simple or quite complex. The first autoresponders were created within mail transfer agents that found they could not deliver an e-mail to a given ...
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Electronic mailing list A mailing list is a collection of names and addresses used by an individual or an organization to send material to multiple recipients. The term is often extended to include the people subscribed to such a list, so the group of subscribers is re ...
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Landing page In online marketing, a landing page, sometimes known as a "lead capture page", "single property page", "static page", "squeeze page" or a "destination page", is a single web page that appears in response to clicking on a search engine optimized se ...


References

Digital marketing Direct marketing