If you’re capturing email addresses to build a marketing list, your web site’s index page is the best place to start. When a visitor first comes to your web site, right there is the best place to sell them, qualify them, and get their email address. It’s the place to put the “squeeze” on them. There are three good reasons for doing this:
First, your index page – your “splash” page – is your first, and best, chance to convince your visitor to act. The good news is that there is no real size limit to the page – that’s one reason you see some very long index pages.
Second, your index page is your first opportunity to truly qualify your traffic. If they won’t qualify right away, it just means more work and a lower yield to try to get them to act later.
Third, it’s a tease. A “squeeze” on your index page teases the visitor with implied value. It’s like putting something “lumpy” inside a mailed envelop – the recipient just has to open that envelop!
Making your index page “squeeze” isn’t hard. It’s just a matter of making sure your visitor is presented with a strong offer – an offer attractive enough to garner their email address.
Yes, it’s true that your exit rate on the index page might be a lot higher if it’s a squeeze page. But the visitors that do click through will almost certainly be a higher quality prospect and you’ll have the opportunity, because you have their email address, to communicate with them again and again.
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