Are traditional squeeze pages dead?

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More content less hype

Over the last few days I have been experimenting with a new approach to advertising and squeeze pages, and quite frankly the results have been astounding.

In just the last few days I have been achieving an opt-in rate of 25% which may not sound amazing but the quality of the traffic has been way better than I usually get.

 

So what have I been doing ?

Okay well to start with lets think about the traditional advertising and squeeze age.
The traditional ad (I thought) needed to be in your face, say what it was all about, maybe a bit “hypey” (to get attention), and the squeeze page needed to be short, punchy etc etc to “squeeze” the visitor into registering/buying.

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BUT

Lots of smart internet marketing people have recently been talking about “Native” ads in facebook, and a “Native ad” is one that looks like content.

Trouble is (apparently) people can feel they have been deceived when they get led to a traditional hypey/direct sell squeeze page.

Which not only creates a dissonance in the mind of the visitor but also leads them to resolve that dissonance very forcefully – by complaining to Facebook, Google etc.

SO

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I changed my already successful squeeze pages to see what would happen if I tried running native (content-based) ads leading to a squeeze page that was much more content based and would deliver some “value-added”.

Yes I know it sounds obvious and people have talked about this for ages, BUT have you ever heard of someone actually trying it and what the results are ?? Hmmm, Yess….

And it has worked.
And I have enough evidence from just a few days to prove it to my own satisfaction.

On the face of it this is good news, for me and for all of you that are reading this.
But there are a few more strands that are worthwhile pulling out form this little story.

First, I came across this because I Invested a few hundred dollars in buying a product as part of my continued learning process, which only goes to show that learning is a lifetime commitment.

You, yes you the person reading this ! could have done this little experiment just like I did and it could have been you writing this…

 

  Mindset 

The second thing I want to pull out from this story is the importance of the mindset that says “this is my business, I will treat it like one, and I will damn well know the numbers”.

I have invested a fair bit of money in setting things up in my business so I can monitor the key metrics.. conversion rate, av $$ value per customer etc etc.

That means I can run tests like this easily and also be able to compare them against my baseline.. so I know what the numbers really mean.

The third thing that is relevant is this.

The internet marketing world is changing, not just because of new products and new platforms to communicate with customers, but also because our customers are getting more sophisticated and seeing past the hypey/salesy BS that you often see.

We have to understand that and adapt what we do to keep up with our customers.
personally i think its a great idea.

I have always had issues with the scammier end of our industry and the “make money quick” type of of hypey/salesy stuff.

And going this route seems, for me anyway, to align my ethics with the business process much better.

I would much rather be known for providing good content AND having great sales pages !!

 

Best friends with Google and Facebook

And the other benefit of this approach is that it is much easier to get your ads approved by Google and Facebook, both of them want to see “value added” to people when they click on an advert.

You can expect to see some very different ads and squeeze pages from me from now on. !!

15 Responses to Are traditional squeeze pages dead?

  • Susan, your attitude is why I am sticking with you!

  • Fantastic post Sarah, What you are sharing is spot on…
    This is what I am starting to teach to my community that I started a few years back.
    I call it: Strategic Marketing by providing Specialized knowledge. People are looking for real info that they can use for their business period, nothing else. By providing this kind
    of knowledge to people you will never have any problems keeping your clients.

    Information Marketing is king! I am also showing them how to turn their content into PDF’s to share on document sharing sites, turn their content into presentations to share on slide sharing site, turn them into infographics to share on all kinds of media sites. among several other methods that I will not go into right now….

  • way too much hype and junk from most IMers… and you are 100% right in saying that most readers see right through

  • Hi Sarah,

    Thanks for the heads-up on your findings regarding Squeeze Pages.

    Personally whenever I see one, no matter how I got there, I first look to see if there are any “Legal Pages” attached. More often than not I will also check those as I have learned to my surprise that although there are links, they just lead back to the Squeeze Page.

    To display ones TOU, Contact and Privacy Policy has become a necessity when marketing.

    Why do people think this is different when you are cajoling someone to join your list?

    Thanks for your great info and excuse my rant/ramble.
    Wim

  • Thank you Sarah. Love all your posts. Just great.

  • I never cared much for the hyped-up approach to squeeze pages. I have always preferred the content-based. Thanks, Nelson

  • customers are getting more sophisticated and seeing past the hypey/salesy BS that you often see.

    —-
    Agree and really do believe the trend will increase in 2015 with no email required to download.

    Similar to when visiting some food shops and they let you try a sample. If you like you buy.

    Some websites now let you download without having to ‘pay’ with your email address. If you like their style, you give them your email address later.

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