How to Stop Bad Landing Pages Happening to Good People

You may have the best email campaign ever, but if your landing page is ho-hum, your conversions will drop off pronto.

Way back in 2007, email marketing experts Silverpop published a study called “8 Seconds to Capture Attention: Silverpop’s Landing Page Report.”

Its findings still hold true today. What are the chances?

Call-to-Action, Then Call Again

Silverpop found that loads of landing pages from 150 top online businesses failed to repeat the email’s call-to-action on the landing page. Don’t be shy about driving home your message. That’s kind of the whole point.

And While We’re at It

It’s a good idea to keep a call-to-action visible on your page at all times. That means above and below the fold.

Never-Never Landing Page

If your marketing email redirects to a company’s homepage rather than a campaign-specific landing page, you may be missing a big ole conversion opportunity to deliver on the promise inherent in the email call-to-action.

Match-Maker

Miss-matching emails and landing pages can be a jarring experience for recipients. According to Silverpop, 35 percent of online marketers failed on the continuity front. Tsk-tsk.

Question Time

Bombarding recipients with question after question after question is simply frustrating, and it leads to prompt drop-off. Try to keep question fields on your landing page to ten or fewer.

Short and Sweet

It’s much harder to write a short, punchy message than it is waffle on for pages. If folks that make it to your landing page have to scroll down, and then scroll again, they may forget why they went there in the first place.