Usability is an important aspect for any web site. Over the years I've changed my perspective on being a purist when it
comes to usability. There are times when you have to ask yourself
what's best for your bottom line. Is it more important to make money with your web site or try to make your web site as usable as possible? There are times when usability comes in conflict with effective marketing techniques. One area of debate is in regards to splash pages and squeeze pages. Both Splash and Squeeze pages present challenges to making a web site truly usable. Yet, one is definitely more valuable from a marketing perspective. Let's take a moment to consider both.
Splashing Them with Art
Splash pages are usually very graphical in nature and sometimes contain flash animation. Splash pages are typically an opportunity for graphic designers to show off their artistic talents. A few years ago splash pages were all the rage for web development firms, yet times have changed. Developers started to clue in that users were bouncing from web sites that started with a splash page. Users come to almost every web site for information not an art show. Compare a splash page with a Squeeze page.
Squeezing Information Out of Them
A squeeze page is a web page that forces people to give up at least
their email and first name before they can proceed any further. A great
example of a squeeze page can be found at PileCabinet.com. Many
usability people would argue that a squeeze page is also barrier to entry.
But over the years I've seen the tremendous amount of lead generation and revenue companies have produced by incorporating squeeze pages. One of my friends has collected over 40,000+ email addresses in the last four years with a squeeze page. Squeeze pages are also analogous with landing pages.
One aspect that makes a squeeze page different than a splash page is the promise of good information to follow. It's like the start of a relationship. The process usually starts with first name and email. After entering their information the user is expecting some pretty good information and follow up. If a company can deliver the information, they raise their level of trust and credibility with their users. Information needs to be put in front of sales pitch. Multi-million dollar businesses online are build upon this concept.
Squeeze Page Tip
If you are going to use a squeeze page make users bookmark the post-squeeze page. This way they can go direct to the information.
Anyone online should consider the advantages of using a squeeze or landing page somewhere on their web site. If you are going to use a barrier to entry on your web site, use a squeeze page!
Want to get more great info? Check out the articles below:
- What is Web Usability? And Why You Should Care . . .
- Web Usability: The Importance of Balancing Content and Graphic Design
- Hitting a HOME RUN with Your Web Site
- Don’t Pollute Your Web Site
- Do You Make These Usability Mistakes?
- Objectivity Paves the Way to Online Success
- LCU (Least Competent User) Usability Testing
- Web Usability – ALERT! Dominant Users and Focus Groups
- The Event Promotion System
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