How to Boost the Conversions From Your Squeeze Page


The most critical component of your email marketing message is your call to action (CTA); effective CTA’s require design and planning.

What is the CTA? Basically, it is an action taken by your reader in response to your message;” join now”, ” buy now”, “download here” are examples. Overall, there are two major elements to your strategy: Actual design of the visual message and the verbal component- the copy.

Several design elements of the visual design should be considered; let’s talk about the most important.


  • The attention of your reader will be drawn to the CTA button by size; larger fonts or icons from those used in the copy of the message. A general guideline is a font size which is 20% larger than the accompanying text.
  • Placement of the CTA button. Due to the increasing numbers of readers checking messages on their small screen iPhones and iPads, the CTA should go above the fold of the message so that the mobile reader need not scroll down to read it.
  • The color of the button should contrast with the message so that it clearly stands out.
  • Use of white space surrounding the button helps its placement gain prominence.
  • Convey a sense of urgency but be careful of sounding “salesy”. Use declarative sentences which conveys missed opportunities if they wait. One method is the use of a time limited introductory price.
  • Tell your reader about the ease of joining, buying or downloading.
  • Tell them what they can expect.


  • Use an active voice in your message; that is use verbs which command, “first name”, take advantage now of out spring sale”
  • Use numbers. “Save $25.00 with this free coupon”.
  • Keep your message short: 90-150 characters. Read and re-read your message several times to assure that you have eliminated all unnecessary words.
  • Use words which clearly convey the benefit to the reader such as insights, advice, review, answers.
  • Create split-level testing by using 2 different types of pages to see which converts better, making sure to change only one element when performing the test.
  • Then re-test.

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