Splash and Squeeze Pages – Should You Have One?
This month’s jargon buster reviews the differences between Splash and Squeeze pages – often now called a Landing Page. Do you need one, should you have one?
A Splash page is a pre-home page that usually has large images or sometimes animation. One of the most common reasons for splash page is for navigation – ie
- Are you a trade or public buyer?
- Do you want the UK site or US site?
- Which language do you want?
Sometimes they can be used for disclaimers that are required for legal reasons or up and coming deadline dates – financial disclaimers, tax payment deadlines etc..
Generally, they are annoying for customers and time wasting as we are visiting a site to get information or buy a product and clicking through another layer tends to put us off. However they can be necessary if there is a legal reason.
Example – http://www.fiftythree.com/ – Large animated graphics with a Learn More to click through to the actual site.
A squeeze page is more marketing led and is designed to make you want to input your email address so they can be added to a newsletter or other marketing database. This kind of page usually has some kind of offer to sign up for using a bright and bold “Download Now” or “Get Started” button:
- Receiving a white paper
- Opting in to see special content e.g. industry statistics etc..
- Watching a video offering to share “the secret to…..”
The idea behind it is to build leads of clients who are potentially interested enough to pay for the specific product or service.
A Squeeze page can come across as very salesy and turn you off the site immediately or, makes you feel like the particular content they are offering will give you all the answers to your questions.
There are many statistics flying around on how good squeeze page conversion rates are, so it may be for you if you have research, for example, that you want to share in the form of a white paper, whilst at the same time gathering email addresses for your client database.
Example – http://www.danlew.com/ – Note the first content is to Get Started on how to become a top marketer by entering in your email address. A really salsey example.