How to Squeeze More Juice Out of Your
technique to capture more leads and build your
By Leon Altman
nothing more crucial to the success of your
Internet business than having targeted traffic
opt-in to your list. It's so important that
squeeze pages, which did little more than ask
for sign-up to a list, became widespread.
Not only did
reader frustration with this grow, but google
stepped in and did something about it, instituting
their google slap and landing page quality scoring.
In other words, you now have to provide value
and relevant content on the squeeze page (landing
page) or you will suffer the consequences: In
Adwords this means paying more money (a lot
more) for keywords. It also affects your natural
search engine rankings in google.
So with opt-ins
so important but now now harder to achieve,
what do you do? This is where the technique
I'm about to tell you about comes in. It worked
beautifully pre-google slap, and works even
better now because it plays right into the new
squeeze page necessities.
I call the technique:
I first became
fully aware of it years ago when I was writing
sales copy and guiding marketing communications
efforts for one of the biggest online financial
websites. We tested all sorts of techniques
to attract signups for paid as well as free
services, but the approach of interrupting valued
content consistently outpulled other efforts.
While the idea is not new, the success of this
particular method is in the details.
Here is how
I came to discover the power of Contentus Interruptus,
and how you can use it to squeeze more juice
out of your squeeze pages
I'd select a
compelling, timely topic article from one of
the website's financial columnists. Something
like: "Why gold prices will continue to
rise in the third quarter"). The article
also had to have the right structure: a catchy
beginning, and a sense of anticipation leading
to valuable information or insight.
Then at a certain
key point, I'd cut off the article and add an
unobtrusive note with a link, such as: "To
read entire article, click> gold prices.
Not all articles
had the kind of structure I wanted for this
method. In those cases I created a variation,
where I would write a summary of the article,
and structure it to build anticipation, so when
I cut off the article, people almost automatically
clicked the link to read the rest.
The link led to a short sign-up page. It generally
contained an offer, like a free trial, and stated
that upon sign-up, you'd get immediate access
to the entire article.
The value of
this technique was further confirmed to me when
I did my own online financial newsletters. I
remember one article in particular, where I
crafted a squeeze page and a sign-up page about
a topic that was getting a lot of buzz, but
was still kind of mysterious-- the Canadian
I received an
explosion of opt-ins. Since these signups were
obviously highly interested in a specific topic,
I organized them into a separate sublist which
proved to be highly valuable.
Interruptus technique can be very powerful,
but it must be done right. Here are some key
points about using this technique successfully.
1) You must
pick the right topic /theme.
There needs to be a compelling nature to the
article. For instance:
- A topic generating a lot of buzz
- A solution to a persistent problem in
- An article that sparks controversy
have a cliffhanger ending.
The article should build a sense of anticipation
leading to a cliffhanger moment where you abruptly
cut things off. Think of the moment in a mystery
story when the murderer is about to be revealed.
3) You must
have sufficient content before you break off
This is both for a good Google landing page
score, as well as for drawing the reader in,
getting them involved in your content and invested
in reading the rest of the article.
On the other
hand, you don't want the rest of the story to
be just a few sentences. Then the reader might
feel shortchanged when they come to that page.
The article should be long enough so you can
break it off after some point and still have
enough content left over for the next page.
When the reader comes to that page, they should
feel that they got value for giving up their
email (or other data).
If there isn't
enough content before the break-off point, you
can start off with an introduction to the article.
You can either summarize the points that the
article will make, or make it a kind of preamble,
where it naturally leads into the start of the
4) You need
an enticing headline on the squeeze page, but
don't make it look or sound like a sales letter
or an obvious opt-in page. The headline
could be the headline of the article itself
or some other headline that pulls the reader
into the article. It should feel like the beginning
of an article not a pitch.
5) Use an
unobtrustive link at the breakoff point.
I know this goes against commonly accepted wisdom
of having the sign-up form as soon as possible,
but this is a different case. I've tested it,
and while the stats are close, I have found
that having an unobtrusive link that the reader
comes across at the end of the excerpt has achieved
higher conversion rates. There is something
about seeing the sign-up form too early that
raises the reader's defenses.
access to the article
On the opt-in page after the squeeze page, let
readers know they will get immediate access
to the whole article right after sign up. This
page can be very short. It displays your offer
- Free Trial, etc., and the sign up boxes.
There are variations of this method that
you can test. For instance, a promotional Contentus
Interruptus squeeze page. That's where you
still use elements of the story and anticipation
but incorporate it into more of a promotional
With this method
you can use the sign up form on the same page,
because the tone of the page is different. For
the most part, though, I have found that the
more editorial approach often converts better.
There are other elements to the success of this
kind of opt-in campaign. You need to incorporate
keywords from the article into your pay-per-click
campaign. The offer on the sign up page should
be enticing. But the elements I've talked about
here are the basics, and should get you you
off to a good start.
© Altman Communications 2007 All Rights
Leon Altman is
an Internet marketing consultant and copywriter.
To learn more about using his services to grow
your business, go to www.OnlineMarketingExpress.com