Probably nothing in Internet marketing is as ubiquitous as the mild-mannered, innocent-looking squeeze page. It remains to this day a vital tool for list-building, e-mail marketing, and lead generation.
For those unfamiliar with it, a squeeze page (or landing page) is a simple web page constructed for one specific purpose: to capture contact information from potential customers or subscribers. Ideally, you get their real name and their best e-mail address. Your on-page text, video, images, etc. must cajole, persuade or otherwise ”squeeze” visitors into your sales and marketing universe.
Mobile squeeze pages are the evolution of the original squeeze page because they must adapt to a world that is increasingly moving away from large monitor-enabled desktops as well as laptop computers. As you will see, mastering the art of mobile squeeze pages requires careful thought and analysis of issues that weren't considered a priority until the emergence of smartphones and tablets.
The Explosive Growth of Mobile Computing
How users and prospects interact with the Internet has changed radically in the past decade. No longer are people tied down to desktops, in fact as of 2013, a majority of Americans read their e-mails from mobile devices. Also, people like using applications (“mobile apps”) for services like Facebook, streaming music, and making phone calls. This paradigm shift demands that online marketers embrace and exploit the new mobile reality.
The Rationale for Mobile-specific Squeeze Pages
Internet marketers have to come to grips with at least two (2) realities of mobile computing:
- Mobile keyboards are small and difficult to use. Pen-based, tactile devices are increasingly the norm, but even they demand that consumers move away from their desktop habits.
- Mobile screens are generally smaller than those of other devices, which makes reading text difficult.
Therefore, you need to design your mobile squeeze pages with care and make it easy for people to opt-in to your newsletter, webinar, offer, etc. Even existing subscribers increasingly click on your links from smaller devices, which means that list retention, as well as list growth, are prime motivators for squeeze page optimization.
Thinking Outside the (Opt-in) Box!
You are certainly aware of classical squeeze page design. You know, the attention-getting headline in bold red font followed by a series of bullet-pointed benefits. Plus, of course, the yellow boxes where you are supposed to enter your name and e-mail address, respectively.
In the past, web browsers and general visitors may have been annoyed with classical opt-ins, but they usually had no other options if they wanted to access your information. Today, mobile technology is making social media and other means of interaction more immediate – thus a threat to opt-in based marketing.
However, in recent years, mobile squeeze page tools have been created to effectively allow opt-in with as few as two button presses and ZERO text entry!
A viable option is for you set up a mobile squeeze page with headers and benefits as before but direct the prospect to press a button that redirects to a mobile e-mail client (e.g., pre-populated reply e-mail) set up to confirm your intentions.
Ideally, your mobile squeeze pages are compatible with popular email autoresponder services, such as AWeber, which will produce useful analytics just as it did for conventional squeeze pages.
Producing mobile squeeze pages will keep you ahead of the Internet marketing curve and allow you to reach an increasing mobile based audience. Ideally, squeeze page that is optimized for mobile devices will:
- Increase your current opt-in rates by specific treatment of your mobile audience, giving them no choice but to opt-in to your offers
- Make signing up easier with methods and technology that require less effort and text-based persuasion
- Optimize traffic by diverting mobile viewers to your mobile squeeze page
- Offer you the metrics necessary to monitor your progress and determine what pages are the most profitable.