Squeeze Page Formula Revealed (Part 04) – Elements of a Good Squeeze Page
September 7, 2010 
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By now you should have a pretty good understanding of what a squeeze page is, but the keys to creating an effective squeeze page may still be a bit ill defined. Let’s talk about what the core competent of an effective squeeze page are and how you can maximize your results.
When discussing the elements of a squeeze page, there are generally four primary elements:
- An Attention Getting Headline
- Text to list benefits, or create curiosity
- Social proof (some form of endorsement or testimonial)
- A very direct call to action
Each of these elements needs to really be looked at individually and each one needs to be maximized in order to improve your numbers. The attention getting headline, for example, has several key points that you need to consider. What is the best color? What is the best font and font size? What is the best style of headline that will motivate or intrigue your target audience? You need to test all of these items individually, but many of them have some well established guidelines that you can use to at least get 70% of the way there. The rest is up to you to test and refine.
Remember that every product and every niche is different. So just because some “expert” says a squeeze page should have 22pt Bold Red Arial font on a white background for the headline, doesn’t mean that it will be best for your particular niche. Don’t be afraid to experiment with different variations, but in general it’s easier if you start with some basic guidelines.
For the headline, a dark red font is generally best on a white background. A common and easy to read font that is “familiar” to the user, such as Arial or Tahoma, is commonly recommended. The font size should be large, but not excessively so – 18pt to 22pt or thereabouts is a good starting point. If you have a long form squeeze page, multiple lines for the headline are okay, but if you’re doing a short form squeeze page then you want to keep the titles shorter so that everything fits “above the fold”.
For the bullet points, you want some text but not too much. Again you want easy to read fonts and black on white is the “norm”. A graphic for the bullet is fine, but don’t distract from the Call to Action. Remember there can be only ONE primary objective and that objective is to get the user to put in his/her information and click submit. So don’t let cute graphics or clever copy distract from the overall goal of the page – to get an opt-in.
The social proof can come in various forms. It could come in the form of a user story or testimonial in the video, or it could come from an endorsement or logo of an endorser as an image that is subtle, yet convinced (the “As Seen On TV” red and white logo comes to mind). Social proof is just anything that will lead the user to feeling comfortable about taking action – comfortable that someone else has had good results. The better your social proof, the better your conversion rate will be – it’s that simple. If you have a new product and don’t yet have any social proof, consider doing an “open beta” or giving a 50% discount to anyone who will leave a thorough testimonial for your product.
The last and, by far, the most important element is the call to action. This is normally a big “Click Here” or “Submit” button. The best color to start with (again, do your own testing) is PayPal orange. There has been extensive testing on this, but if you want to research it further go here: http://www.belcherbutton.com . Bottom line is that there is a reason why you see some many call to action buttons being designed in orange – they convert better.
The last thing to remember about these four main elements is that you need to have multiple versions of all of them before you start as was pointed out earlier – TEST, TEST, TEST.
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