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Squeeze Page Response

A couple of days ago, I wrote a post on my blog called “Is this the worst squeeze page ever?” Did you read it? If not, go take a look. I showed you a squeeze page which I thought was pretty darn bad. It actually does have *two* redeeming qualities, but overall, it really looks […]

A couple of days ago, I wrote a post on my blog called “Is this the worst squeeze page ever?

Did you read it? If not, go take a look.

I showed you a squeeze page which I thought was pretty darn bad. It actually does have *two* redeeming qualities, but overall, it really looks like a stinker to me.

In response to that blog post, I got a comment from “Lyn”, who wrote…

“For me, the “worst” landing pages are those with video that starts playing automatically. I like to leave browser tabs open, those products that interest me, that I want to consider. And once you have several of the auto playing type opening the browser becomes a nightmare. But that’s from a consumer viewpoint.”

I wrote back to Lyn because I think that her observation was a good one. In fact, you probably agree with it. But that’s only part of the story.

One thing that’s important to keep in mind with respect to Landing Page conversions (or squeeze page conversions, or any website performance metric) is that just because someone doesn’t like something does not mean that they’ll react consistently with their dislike.

In other words, there are tons of people who don’t like videos that start automatically, and still buy from those pages.
There are lots of people who don’t like long form sales letters, but buy from them anyway.
And there are lots of people who don’t like squeeze pages, but they opt into them anyway.

You can take an ethical (?) stand and say you just won’t use that tactic on your site, but if your goal is to maximize your profits, then you’ll test it.

Just use Google’s Website Optimizer and show the same page with two different videos…one that starts automatically and one that starts only when clicked.

See which one Google tells you sells better (one will certainly beat the other).

That’s the one you go with.

…at least, that’s the one you go with IF you are interested in making as much money as possible.

By the way, in my previous post about the worst squeeze page ever, I asked you to send me YOUR worst squeeze page. To the “winner” (or “loser”, depending on your perspective) I’ll do a free Landing Page Review. Go check it out now. I’m closing the contest in a day or two.

–Mark

P.S. I realize that I just told you to go run a split test, and just now realized you may not know how to do that. Let me know if you would you be interested in a split testing course. I’ve done a bunch of split testing, with lots of different tools, but I’d show you how to split test using a free tool like Google’s Website Optimizer. Let me know in your comment below.

7 replies on “Squeeze Page Response”

Hey Mark,

I noticed your new picture above. Your beard has gotten as gray as mine :).

Seriously, I have always enjoyed your insight and you continue to be the best of my go-to guys for marketing advice.

Thanks,
Cliff

Hey Mark,
I think that a split testing tutorial would be
very insightful for many of you readers…

I think by now, everyone knows testing is
Important, but for the non tech savvy, the
Question remains… BUT HOW?!

Looking forward to it Mark!

People often say “they would never buy from a sales page that (describe behavior).” I think the person’s motivation is as a consumer who hopes to stop the behavior.

And I hope it’s not from the perspective of a marketer, because making decisions based on one person’s opinion as a consumer is pretty reckless.

Especially because it’s only opinion and not even their action!

Their action would be more valuable. You can tell me how you’ll react to a bank robbery, but I’m not going to believe it until I see it.

(By the way. In a bank robbery I’d take command of the robbers wrist, force him to stare at the ground immobilized as I kick the gun out of his other hand and catch it on the way down. With a spin in the middle for flair.)

Observed action is more valuable than opinion. And the observed actions of thousands is more valuable than just one person’s.

That’s why marketers run split tests and multivariate tests. To observe hundreds or thousands of actions and make decisions based on those.

You’ll know you’ve started to “get” marketing when you stop offering your consumer opinion as concrete advice.
.-= Stephen Dean´s last blog ..Copywriting Proof- Beyond Testimonials =-.

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