You have no doubt seen it: the squeeze page where the first click on a “get access” or “let me in” button takes you to the autoresponder sign-up page, where you enter your email address.
What’s the point? Why the extra step?
Several years back a few big-name marketers started using this approach, and of course the crowd follows where the big dogs lead, in many cases just assuming the big guys must know what they’re doing or are in on “the secret they don’t want you to know.”
But there’s no secret knowledge at work here. In fact, the “two-step squeeze page” is nothing more than a basic sales tactic that is as old as the hills: “Get to Yes!”
It’s Sales 101. Get the customer to that first “yes” and you’re halfway home. Human nature dictates that most people are inherently cautious about committing to anything, and buying your product is no exception. Human nature also dictates that once a person takes that first step, and gives that first “yes” response, it becomes far easier to get them to move along from step to step, from “yes” to “yes.”
This is why the upsell/oto sales funnel approach is so popular, and so successful. Each “yes” makes the next “yes” easier to get, so the threshold commitment (the “front-end” product) is often the least expensive part of the whole funnel. Get the prospect to give you a “yes” to a $19 offer, and he’s more likely to give you a yes to the $47 and $97 upsells.
The “Two-step Squeeze Page” implements this same technique. The first “yes” is made easier to get by just having him click a button that appeals to his natural curiosity and says “I’m interested” with no effort all. The threshold commitment is quick, painless, and doesn’t require him to decide if he’s really interested enough to get on another list. In fact, you’ve gotten that first “yes” without asking him for anything, not even his email address.
Once he’s taken that first step, and given that first “yes,” he’s more likely to take the next step and subscribe. So the point of the “Two-step Squeeze Page” is to actually increase the effectiveness of the squeeze page by adding an extra step.
Does it work?
You should be doing your own testing, but as to the general effectiveness of this technique, have you noticed the recent trend on the big “product launch” sales pages? No price. You don’t see the price until you’re on the checkout page, and you’ve already clicked the “get XYZ Product today” button to get there. You’ve already given that first “yes” response.
At least, that’s the theory.