You know that when you create squeeze pages (landing pages), one of the things you have to do is to make sure that the call to action (in this case call to subscribe or just enter information) is better be above the fold.
[If you are building a squeeze page on Mac, this applies to you too]
By the way if you didn’t know this, now you do.
Squeeze Page Defined: single web page with the sole purpose of capturing information for follow-up marketing; that means NO exit hyperlinks.
Anyway.
You are probably asking: “What does above the fold mean?”
Above The Fold – the area of the screen that you see without having to scroll down.
According to some internet marketers, direct response marketers, copywriters, and other online professionals, the opt-in box on your squeeze pages is supposed to be placed above the fold to ensure higher conversion (more subscribers). So they say.
However, earlier today I was reading an article, which is arguing that this is just a myth. You can see this article here: The Myth Of The Page Fold: Evidence From User Testing.
I personally think that this is not applicable to direct response marketing websites as much it is to e-commerce type of websites.
Direct response marketing in the example of landing pages would mean that the visitor is only given two choices when viewing the page:
- Stay on the page and act (subscribe, submit information, etc.)
- Leave the web page
The article argues that the successful brands are not worrying about “above the fold”, which is fine and dandy. However, those who are just getting started online, working from home (basically, those who are making less than 7 figures per month) need to worry about the “above the fold.” For them, every visitor counts.
I hope you get the point…
Although, there is a good suggestion that you can remember and apply the next time you create squeeze pages (landing pages).
And that is:
“Have a small amount of content just visible, poking up above the fold to encourage scrolling.” (if you have no other choice)
This “small amount of content” can be the opt-in box.
Don’t forget to check out the article, there are 3 good tips at the end of it.
And of course, never underestimate the power of testing. Every case (squeeze page) is unique and can have totally different results.
