Squeeze pages in web marketing
Jun 21, 2009 Technology
When it comes to direct marketing, squeeze pages tend to play a very important role in getting leads
Squeeze pages are typical landing pages, whose complete focus it towards getting user information(lead). Usually squeeze pages tend to not have any hyperlinks pointing to external content(not even the parent site), this helps not to lose a lot of traffic from the page. These pages usually have a form embedded or almost all links in this page point to a lead capture form.
Read more: http://en.wikipedia.org/wiki/Squeeze_page
These pages tend perform exceptionally well when compared with normal landing pages but the whole concept of these pages is getting outdated. In this post, we will discuss about how squeeze pages will work or won’t work for your needs. Lets assume that by theory and science, Squeeze pages will *ONLY* work with narrow match campaigns.
- Squeeze pages are quick to build and easy to trash
- These pages can be optimized for any specific keyword(s), this allows creation page pages which are fine tuned for a specific set of audience.
- These pages do not lose so much traffic in other diversions, instead , most of the traffic is either converted immediately or bounced. This makes the page best suited for targeted campaigns.
Here are a couple of reasons why squeeze pages won’t/shouldn’t work for you, if you are connecting your “broad match campaigns or organic search traffic”
The primary problem with optimizing landing pages in general for broad match or organic traffic is that, when you get this traffic, you also tend get a very large number of “specific search queries”. The inherent problem with these specific search queries is that they may not necessarily be the keywords that these pages are optimized for. This also tends to have a negative conversion rate effect on these pages.
Lack of information
These pages tend to have lack of sufficient information for decision making and there is no way for the user to gain access this information, unless he exits the page, once he does that, there is no re-entry option.
Bounce rates
Since these pages are highly focused towards single conversion point(s), these pages tend have high bounce rates for users searching for other/similar content, although the parent site may offer this content, since it is not accessible from these pages, bounce rates start to creep up rapidly for these types of pages.
Organic traffic should never be allowed to get into these pages, as it can show a very high impact on organic conversions.
Effort re-usability
Developing a page involves combined effort from various marketing units, although the re-usability ratio varies between organization to organization. It is highly affected by time consuming campaigns involving squeeze pages, its always better to integrate large campaigns into the parent website to offer highly effective effort re-usability. The overall amount of man-hour effort that goes into production of these pages if effectively reused can be made to apply for the parent website, and can in turn be used to convert organic traffic into a highly effective lead source.
Maintenance
Just imagine a scenario when we create 100 or so of these types of pages and they are completely disconnected from the parent site and hosted at over a million locations. Maintenance is always a mess in these cases, these pages just cannot be maintained and they tend to get older soon.
Tags: squeeze pages, web marketing
Leave a Reply