The Ideal Clickthru Rate for Your Squeeze Pages, Sales Letters and Blog Posts

When creating your forced optin pages or e-commerce sales letters, or even blog posts... how do you know if it's fully optimized?  How do you know whether or not you are throwing away e-mail subscribers, sales, blog commenters, and fans without even realizing?  I want to tell you what kind of conversion rate you should expect when testing out your pages using Google Website Optimizer or Google Analytics.

A forced e-mail optin page, or squeeze page, is a web page where the only thing a person can do is subscribe to your e-mail list or leave.  I like to put these in front of my sales letters, so people need to commit to a small action (subscribing to my list for more information)... that way I can follow up with them even if they don't buy.

But Most People Overcomplicate This Process!

Your forced optin page should only contain one headline, three bullet points, and instructions about what to do next.  (Opt-in to your list.)  If you do this correctly, you should expect 50 percent, or half, of your targeted visitors, to subscribe... all while your competition overthinks the process and only gets a 10 to 20 percent conversion rate.

After they have opted in, even if you are mailing them a free gift in exchange for signing up, send them to an offer page (or sales letter) where they can buy something from you.  Similar to the forced optin page, this should be a site where all they can do is either buy or leave.  There are no other links in this long, one-page web site.  Even if you don't think you are any good at convincing someone to buy from you... tell them a quick story, your argument for why your solution is best... and a set of bullet points telling them why they should get it now, and what benefits they will receive once they get their hands on it.

If I experience a 1 to 5 percent conversion rate, I'm happy. Even if you experience a little bit less than this, you can split test your web site and even get it critiqued by a professional copywriter at a fraction of the cost that it would take to get it done from scratch.  The copy will actually come out better because you know your product better than anyone else.

That covers forced optin pages and sales letters, but what about other kinds of web sites such as blogs?  What kind of conversion rate can you expect from alternate sources of traffic such as Twitter or article sites?  The answer is that you shouldn't care.  Your time is better spent optimizing your squeeze page or sales letter than worrying about your free traffic sources.  They are tough to measure, and after all, it's all "extra" traffic.

Those are the results you should expect from your well-optimized web pages: 50 percent conversion on your squeeze page and 1 percent conversion on your sales letter. As for your traffic sources, worry about your own sites.

What's your conversion rate? Do you even know (it's ok if you don't) ... just post your answer in a comment below.

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Comments (7)

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  1. Tom Bodetti says:

    I would say about 2 percent, which is not that bad considering, the average is less than that, ten percent would be huge.

    Conversely, lets say your apple and you spent Ten Million dollars and got a 10 percent conversion, someone would get Fired.

    So I would say that there is a direct line between the amount of effort you put into your work and your advertising budget and the copy, technique and presentation used to obtain the results, and last but not least, in the least, is tracking that data, without accurate tracking, how could you ever determine what your conversation rate actually is.

    Just a thought have a happy day

  2. Hey Robert interesting post. What do you think of having audio on your squeeze page?

  3. David Bibby says:

    Thank you Robert for your expert advice. I’ve been focusing more on my own blog and posting in forums to establish myself.. but I’ve not yet set up my page for google analytics or optimizer yet.

    I’m very curious to see what my conversion rates actually are..

    I appreciate the tips.

  4. Irene says:


    You asked for conversion rates on squeeze pages. I get from 58.8% to 84.3% when I send targetted traffic, but only 16.8% to 34.1% if I send untargetted traffic.

    Although you mention that we shouldn’t worry about conversion rates from our “free” sources, I have to disagree with you a little.

    If instead of saying “The answer is that you shouldn’t care” you had said “The answer is that you shouldn’t care – initially” then I would have agreed with you.

    If you just lump all your traffic in together, and don’t segregate the traffic sources you can get an unreaistic picture of your conversion rates.

    Different traffic sources respond differently, so I feel it is better to track and tweak for each traffic source.

    I usually set up a different “Web Form” for each traffic source, as this then gives me conversion rates for each traffic source, and I can then judge which traffic source provides the best ROI for me.

  5. Gavin Allinson says:

    We get 23% optin on our squeeze page and then 12% then purchase our product.

    We have some room for improvement.

    My question is if you are offering a free gift then how do you present them with a product to buy.


  6. Gavin Allinson says:

    We get 23% optin on our squeeze page and then 12% then purchase our product.
    We have some room for improvement.

    My question is if you are offering a free gift then how do you present them with a product to buy.


  7. Thomas R says:

    Any number that is double digit or better is golden when talking conversions.
    I see why you expect more with your method, great.

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