How to dramatically increase your website's email sign-ups by adding one simple page.

Posted by Murray Sye

on Wed, Aug 5, 2015 @ 09:43 AM

Are you looking for ways to convert more traffic into leads?

Turn ice cold visitors into email subscribers?

It can be done, but don't expect 100,000 subscribers overnight by simply adding a form to your web page. But, with a little planning you can dramatically increase your site's email sign-ups by adding one simple page. 

And, if you stick with me, you'll know how to do it. Because in today's post I'm going to share with you how to create a high-converting "squeeze" page.

What is a squeeze page?
In the world of online marketing a squeeze page is a web page that contains information that would interest the marketer's targeted audience. Squeeze pages are designed to do one thing; capture a visitors name and email address. Because squeeze pages are so focused, they've got to be one of the best methods to do that.


No, I don't like change. Ramit Sethi's squeeze page gives you a choice.

How to create a high-converting squeeze page

You have to first understand that most visitors are NOT very likely to opt-in to anything if they aren't right for your offer i.e.: bribing them with a free ebook or an online course. You've probably seen first hand that this doesn't work very well.

But if you've got a good offer and well-qualified traffic, a squeeze page will certainly improve your existing opt-in rates by at least a few percent.

I've listed some valuable suggestions from Brian Dean, CEO of Backlinko who saw a 27.5% increase in email conversions by creating his own squeeze page.

1) Make the offer the hero

This is a no-brainer. If you're not offering something that someone is looking for, then you won't get too far. Most squeeze pages fail because they don't offer anything they actually want. So, before you start designing your page or outlining your video, you need to find a topic that your target audience is desperate to know more about.

Brian Dean of Backlinko puts it this way: unless someone is starving for the information you're providing, they're not going to give you their email address.

Dean saw a 21.7% increase after the introduction of a social squeeze page below:

Enabling social shares added social proof into the equation, increasing the overall trust levels. When prospects see dozens of tweets and Facebook likes, they're less likely to believe you're one of those sleazy marketers they're trying so hard to avoid.

Here's another (rather lengthy) example from Ramit Sethi's, a popular blog in the personal finance space:


2) Create your social squeeze page

You need to design your page in a way that compels people to want your offer or watch your video – and ultimately – opt-in by providing a name and email address.

Dean offers these 7 recommendations:

  • Use a benefit-driven headline: The headline that you use needs to state a clear outcome that people will get from your page. That's it!
  • Open an information gap in your headline or sub-headline: Unlike a blog post, a benefit-focused headline isn't enough for your squeeze page. Your headline (or sub-heads) need to contain a crystal clear benefit, and an information gap.
  • Clear call-to-action: Now that you've hooked your visitor with a benefit and information gap, it's time to hold their hand and tell them exactly what they need to do next. In other words, a call-to-action.
  • Add an awesome video: For your social squeeze page to work it needs to add as much – if not more – value than a blog post. And the best way to do that? A 3–10 minute video.
  • Use Wistia turnstile: This option converts watchers into subscribers like a champ. Your turnstile message should mention that you're going to send them something via email. Otherwise people will put in a fake email just to watch the rest of the video.
  • Add opt-in boxes below video: The reason for putting an opt-in form below your video is simple: when people watch videos online, their eyes don't stick to the video the entire time... they drift around the page. And when you put an opt-in form below your video, that's what they'll see when their eyes drift away from your video.
  • Add social sharing buttons and encourage comments: Here's the "social" element of the social squeeze page. When visitors see your sharing buttons and comments, they'll think to themselves: "wow, this must be an awesome page."

My trust level goes way up when I see the social share activity on a squeeze page like in the Copyblogger sample below: 



3) Promote your Social Squeeze page

Like any piece of content, if you want people to see and share your social squeeze page, you need to hustle and promote it.

Some further advice from Backlinko: 

  • Announce the page to your email list: Because your content or video is oozing with valuable content, you're existing email subscribers will want to check it out. Subscribers already like your content (or else they wouldn't have subscribed in the first place). That means that they're much more likely than the average visitor so share and comment on your page.

    As you just learned, that type of activity on your page boasts social proof and conversions. Below is a sample of the email that Dean sent out to his subscribers.



  • Share the page on social media: Sharing an old-fashioned squeeze page wouldn't probably earn you too many retweets. But a squeeze page is a totally different ballgame. Because you're sharing valuable content, people will want to see your page and watch your video.
  • Add a prominent sidebar banner: Now that you've generated some social proof, it's time to funnel blog traffic to your social squeeze page. The easiest way to do that? Add a banner in your blog's sidebar that links to your social squeeze page. That way, your visitors – no matter where they land – will see a link to your highest-converting page. Include a video play button icon on your banner: People's cursors are attracted to a play button like a moth to a flame. Once you added your sidebar banner, you're set.



Squeeze pages would appear to be the answer. However, squeeze pages have to be navigated to rather than (to some annoying) pop-ups. However, popups are universally despised by most of us. In one survey by usability researcher Jakob Mielsen, 95% of users reported that their online experience was affected "negatively or very negatively" by design elements which covered what they were trying to see.

Where as a squeeze page (as your homepage splash page) avoids these problems while still giving you the chance to capture prospects when they first arrive. When they type in your URL, they're taken directly to your squeeze page, which also includes a nice big visible button saying something like "No thanks, take me to the main site." 


Are you using a squeeze page on your website? Do you have any additional tips and tricks that you use that we can share. If so, don't be shy, send us your comments, we'd like to hear from you.


Why you need to hire an inbound marketing agency


Written by Murray Sye

Murray is the CEO and Creative Director with the award-winning
Toronto HubSpot agency partner, WhiteSpace. You can
connect with Murray on Twitter, Facebook or LinkedIn.

Follow WhiteSpace

Join Our Mailing List