Very simply, a squeeze page is a specific type of landing page in which the visitor has the choice to opt in or leave, and that’s it. There are no other choices. They can’t navigate to another page, click on other things, or get anywhere else on your site. It’s in or out.
These types of landing pages are specifically designed to force the visitor to do what you want and nothing else.
So as an example, if you held a webinar that had an offer to sign up for a workshop, you’d want them to go to a squeeze page at the end of the webinar. You want them to make that choice: in or out. If you give them the opportunity to wander off and look at other things, they will get distracted and forget why they were there. They may even not be able to navigate back to the page because it’s not in the menu.
If you clicked the red example button above, you’ll get to my squeeze page. It gives the visitor no other choice but to opt in or leave. There is no menu or any other choice but to leave. Squeeze pages make it easy to calculate your conversion rate:
N = Number of people who filled out the form
V = Number of visitors to the page
So N/V*100% = the conversion rate. If 25 people filled out the form from 100 visitors, my conversion rate is 25%. If I change the page, do conversions go up or down?
For every page on your website, you have to define what a “conversion” is and how that visitor turns into a lead. So if you’ve optimised a page for a specific search term, like “how to train a dog to sit”, if a visitor clicks over from the search engines, you now want them to do something. Make sure you have a very clear call-to-action for them to take the next step. Some landing pages are very simple. It could be you just a single button that leads them to a form or pop-up form to fill out. Maybe you just want people to call you for more information, so you need your phone number in an obvious place. It's important to note that you shouldn’t have more than one call-to-action on any given landing page. There should be only one choice: “Do this, or move along.” If you give people multiple choices, then it muddies the water and makes it harder for them to choose what to do next. A more complicated landing page might be one that is specific for a Google ad, and you want people to fill out a form to get more information. Because people filled out this specific form, you know your ads are working: In both cases, the visitor can explore other parts of the website and navigate to other areas, including the Home page before making a decision.