Before we get started, you may be wondering… what’s a “name squeeze” page?
Also known as a “forced optin” page or simply a “squeeze” page, a “name squeeze” webpage or website is simply a site where the visitor must enter their name and email address (and possibly other details) in order to “enter” the site.
Now, why on earth would anyone effectively say to a visitor:
“You can only come in if you give me your name and email address!”
Wouldn’t that turn most visitors away?
Actually - depending on the site in question - the answer is:
“Not necessarily.”
Now before I go further, let me explain the dirty little truth that many name squeeze advocates seem to conveniently ignore.
(And the irony is that I know of at least three high profile “name squeeze” zealots who do NOT use name squeeze pages on several of their key websites!)
The dirty little truth is that name squeeze pages are NOT necessarily the best way to enlist the MOST QUALIFIED prospects into your sales funnel. This depends on a number of things, but in particular:
- Your target market - where are they coming from, what are they looking for, are they ready to buy now?
- Your product or service
We have tested requiring prospects to enter a given site via a name squeeze page versus allowing them full access to the site before inviting them to sign up for something.
In several instances, we received fewer subscribers… but MORE sales from a site WITHOUT a name squeeze page.
Also, remember that the effectiveness of certain tactics - such as name squeeze pages - changes over time. Especially as more marketers use them (and certain types of marketers use them) which can detract or enhance their effectiveness.
Having said that, in some cases name squeeze pages continue to be the most effective way of generating sales. If prospects are more likely to buy if the marketer builds a relationship with them via ongoing email communications (rather than simply presenting an offer upfront) then “forcing” prospects to join an email list may be optimal.
In fact, there are two specific cases where it might be best to use a name squeeze page. Where:
1. Relationship Building Is Required
With target markets that are likely to be more (or only) responsive based on having a positive relationship with the marketer, the main aim should be to get them onto a list. This enables you to build that relationship via ongoing email communications.
Forcing prospects to provide their name and email address before seeing any of your content is based on the idea that you’ll get more of your website visitors opting in to your list than otherwise.
A good name squeeze page may deliver an optin conversion rate of 20 percent, 30 percent, 40 percent, 50 percent or higher, depending on where the traffic derives. (Note that 20 percent of search engine traffic may be just as good as 50 percent of traffic from an endorsed mailing).
That’s a significant percentage of visitors you can now communicate with, build a relationship with, and sell products or services to - not just once, but again and again.
One major caveat though: it doesn’t necessarily follow that getting more optins via a name squeeze page will get you more QUALIFIED optins than if you allowed free access to your site and encouraged people to join your list by other means.
2. You Don’t Have a Product or Service Yet
Another reason why you might use a name squeeze approach is where you haven’t yet got a product or service to sell.
By emailing your prospects on a regular basis, you get to build both a list and a positive relationship with your subscribers, so that by the time you do have a product or service, they are more likely to buy from you.
One final point about name squeeze pages. They only work if you offer something people are willing to trade their name and email address for! The greater the perceived value, the more - and more qualified - subscribers will likely sign up.
Of course, the best way to test whether or not a name squeeze approach is the most profitable is to test each approach.
