8 Seconds to Capture Attention

Transcription

Silverpop
From First Click to Lifetime Customer
STU D Y
8 Seconds to
Capture Attention:
Silverpop’s Landing Page Report
Engagement Marketing Solutions
Silverpop
STUDY
8 SECONDS TO CAPTURE
ATTENTION:
Silverpop’s landing page report
I
t’s estimated that up to 50 percent of visitors to landing
pages will bail in the first eight seconds.1 And while that
amount of time can feel like an eternity to a bull rider in the
rodeo, it’s a mere blink of an eye to an email marketer hoping to
engage visitors, generate strong conversions and assure a positive
return on investment.
Email marketers spend countless hours and untold millions trying to
make recipients click on a link leading to a landing page. But delivering
only clicks is shortchanging the company. Marketers need to convert
prospects to customers; clicks need to result in purchases. And with
online marketing, the bridge between the click and the credit card is
generally a landing page.
As online competition intensifies, greater efforts are being placed on
maximizing revenues from each and every opportunity. And few opportunities are as rich with possibilities as when an email recipient clicks a
link within a message and comes knocking at your online door.
A MarketingSherpa reader survey found that average landing page
conversion rates for email campaigns ranged from 5.67 percent to
11.31 percent for free offers, and from 5.67 percent to 7.63 percent for
e-commerce campaigns.1 If your conversion rates are running near the
bottom or below those ranges, consider making changes to your landing
page program. A new Silverpop evaluation of landing pages from 150
companies finds that placing a little more effort on nurturing recipients
once they hit those landing pages would be time and money well spent.
This report, evaluating landing pages from companies throughout North
America and the United Kingdom, can serve as a valuable guide.
Key Findings
Landing pages that pass the eight-second test successfully feature a
number of important attributes. Unfortunately, many of those reviewed
in this study failed to grab the attention of customers and prospects,
missing the opportunity to lead them down a clear path to conversion.
Silverpop found that:
• Successful landing pages grab attention quickly by matching the
promotional copy in the email’s call-to-action that yielded the click.
Yet 45 percent of the landing pages evaluated failed to repeat the
email’s promotional copy in the headline.
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• Catapulting a clicker to a Web site’s home page generally fails to
deliver on the promise inherent in the email’s call-to-action. Yet 17
percent of email campaigns dumped recipients there.
• Recipients can be taken aback when they click on a link and end
up on a landing page without the same look and feel as the email
that captured their attention. But three out of 10 marketers risked
confusing customers and prospects by sending them to landing
pages not matching the email.
• Asking too many questions can lead prospective customers
to become wary and frustrated enough that they abandon the
process. Nevertheless, 45 percent of landing pages that included
forms required more than 10 fields to be completed.
• While the presence of a navigation bar on a landing page can be
a distraction that pulls visitors away from the primary conversion
goal, nearly seven out of 10 landing pages included them.
• Professional writers know it’s a lot harder to write short copy than
long. Apparently some marketers are taking the easy way out, since
25 percent of the landing pages reviewed by Silverpop required
scrolling through more than two screens of text.
Study Methodology
In order to optimize landing pages, you must evaluate them from the
perspective of the visitor. That’s what Silverpop has done for this report.
Members of Silverpop’s Strategic Research Team first registered to
receive emails from 150 companies throughout North America and the
United Kingdom—40 B2B companies and 110 B2C. The team then
evaluated landing pages reached after clicking on the main call-to-action
in received emails.
Landing pages were evaluated for their connection to the email, the
company’s Web site, ease of navigation and much more. The study, “8
Seconds to Capture Attention: Silverpop’s Landing Page Report,” found
that some landing pages quickly grabbed attention and kept readers
engaged, while others were easily dismissed and quickly discarded.
© 2009 Copyright Silverpop. All rights reserved. The Silverpop logo is a registered trademark of Silverpop Systems Inc.
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Silverpop
The following aspects of landing pages were evaluated:
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
Use of readable URLs
Repetition of email promotional copy
Primary conversion goals
Location of the landing page
Whether the look matches the email and/or Web site
Landing page design
Placement of the primary call-to-action
Inclusion of navigation bars
Use of forms
Copy length and need for scrolling
Use of subheads within the copy
Types and number of links
Inclusion of hero shots and animation
Email opt-in requests
The value of strong landing pages is not inconsequential
Success on the landing page is critical. Improving return on investment
in today’s highly competitive online marketing landscape requires a focus
not just on generating more email clicks but on maximizing the returns of
those clicks. Optimized landing pages can go a long way toward improving
email marketing campaign results. Not taking the time to create landing
pages with “stickiness” is akin to ignoring a customer standing in your
place of business and asking for assistance.
A click represents the raise of a hand. A customer or prospect is saying,
“I’m interested. Tell me more.” In some cases, they’re ready to buy. In
others, they’re simply curious and willing to give you the benefit of the
doubt by briefly taking a look to see if you’ve got what they’re seeking.
Whatever their reasons for moving to your landing page, you must grab
their attention in order to have any chance at success. Landing pages
have to be clear and easy to understand and navigate. Highly successful
landing pages are also amazingly clever, stylish and targeted to respond to
the original call-to-action that led visitors to the page.
STUDY
When a prospect decides to take you up on your offer, the ease with
which that process unfolds can lead to success or failure. Complex or
malfunctioning forms, distractions with too many calls-to-action, and confusion from competing product offerings can lead to site abandonment.
By taking a look at what Silverpop discovered when reviewing 150
different landing pages, you can determine how your own attempts to lead
customers and prospects to conversions compares with other marketers.
And throughout this report, Silverpop’s Strategic Research Team offers key
insights into how you can improve your landing pages.
1. Use of readable URLs
A readable URL reinforces branding. The absence of dashes, slashes and
numbers when possible can help improve visitors’ recognition that the
landing page is related to the product or company it represents, adding
to the trustworthiness of the content it contains. And landing page URLs
with easy-to-read and easy-to-type addresses are important to marketers
interested in encouraging prospects to check out online offerings through
offline channels like direct mail or print advertising.
Silverpop found, however, that few companies create readable URLs for
their landing pages. Just three out of 10 landing pages evaluated in the
study had simple, easy-to-read and well-branded URLs. For example, the
URL for a Georgia Tech landing page (www.matchinggifts.com/gatech) is
pretty easy to understand and even remember.
B2C companies were more likely to use readable URLs than were B2B
companies. While less than one-fourth of the B2B companies (23 percent)
used easily recognized and well-branded URLs for landing pages, onethird (33 percent) of B2C companies did.
2. Repetition of email promotional copy
To reinforce the call-to-action that motivated the email recipient to click
a link in the first place, a best practice is to repeat the offer on the
landing page. For example, Crisco sent recipients eager to try recipes
Example 1: Crisco
Crisco email
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Crisco landing page
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STUDY
for St. Patrick’s Day to a special landing page with a matching headline,
rather than to the company’s home page.
While it helps reinforce the conversion goal by repeating the call-to-action
from the email on the landing page, a surprising number of marketers fail to
do so. In fact, 45 percent of landing pages didn’t repeat the strong promotional copy found in the email. B2B companies were more likely to repeat
the email call-to-action on the landing page than were B2C companies.
KEY FINDING: Nearly half of the landing pages failed to repeat the
email’s call-to-action.
FIGURE 1: Email Promotional Copy Repeated on Landing Page
All landing
pages
52%
B2B
63%
0%
10%
20%
30%
40%
50%
60%
70%
3. Primary conversion goals
Landing pages and the email campaigns that lead to them are best when crafted
with the end in mind. There are a number of ways to measure success when it
comes to marketing programs; not every one is designed to lead to a sale.
Example 2: K&L Wine Merchants e-commerce landing page
Example 4: Keppra branding landing page
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• E-commerce: in most cases, making the sale when recipients click
on a link on the landing page that leads to a form requesting credit
card information.
• Lead generation: used by many B2B companies that gather prospect information by offering white papers or reports that visitors must
register to receive.
• Branding: both B2B and B2C companies find value in promoting
their brands online.
• Educational: not only do B2B e-newsletter landing pages seek to
educate target audiences, many B2C companies use educational
information to support product usage.
The importance of a strong landing page is underscored by the fact that
six out of 10 companies use them to sell products or services, while 19
percent attempt to gather important customer or prospect data.
55%
B2C
Common conversion goals of online marketing programs supported by
email and landing pages include the following:
Not surprisingly, the goals for B2B landing pages appeared to be far more
focused on generating leads than were those of B2C companies. The
primary conversion goal of landing pages evaluated for 48 percent of
B2B companies was lead generation, compared to only 9 percent of B2C
companies. For B2C companies, the name of the game is sales, with more
than seven out of 10 (72 percent) sending emails that lead to landing
pages with an e-commerce conversion goal.
Example 3: KnowledgeStorm lead-generation landing page
Example 5: Robert Wood Johnson Foundation educational landing page
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FIGURE 2: Primary Conversion Goals
19%
8%
11%
E-commerce
Lead generation
Branding
61%
Creating landing pages unique to the email campaign is an important
approach to improve results. Because you have established a level of
engagement with your current or prospective customers—one of trust
exhibited by their willingness to click a link—it’s essential to keep the
focus laser sharp by taking them directly to information that captured
their interest. Don’t make them wander your site in search of answers.
FIGURE 5: B2B and B2C Landing Page Locales
Educational
Home page
4. Location of the landing page
FIGURE 3: B2B and B2C Conversion Goals
B2C
5%
9%
48%
Lead generation
Special to email
20%
B2C
48%
32%
0%
10%
20%
30%
40%
50%
60%
70%
80%
5. Whether the look matches the driving customer
touch point and/or Web site
Strong brand messaging is carried across multiple communications
channels. The same look and feel permeates each important customer
touch point. Landing pages are an important branding opportunity. Not
only should you repeat the main call-to-action or promotional headline
from the email that generated the click, the overall look should also match
the email. The confusion of arriving at a Web page that doesn’t match the
email can lead visitors to abandon the site.
B2B
15%
10%
Branding
59%
33%
No matter what the ultimate goal of an email program might be, it’s
generally considered a best practice to avoid dumping clickers at the
home page of a Web site. Home pages are most often created to appeal
to the broadest spectrum of prospects possible, while truly successful
email campaigns should be focused to segmented groups based on their
relationship to the company or product. Using the home page as a landing
page, therefore, can be confusing.
Educational
From Web site
but relevant
8%
B2B
9%
33%
E-commerce
72%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Most companies evaluated by Silverpop (83 percent) led email recipients to landing pages that were specific to the email content. Some appeared to be unique
pages created specifically for the email campaign, while others were pages
found within the company’s Web site with content relevant to the email offer. In reviewing landing page locales, Silverpop found that B2C companies
were much more likely to send email recipients to a home page. One in
five emails targeting consumers linked to home pages, compared to just 8
percent of B2B emails.
33%
50%
Carrying consistent images and copy from email to landing page is a
concept that B2C marketers appear to have taken to heart much more
than B2B marketers. More than seven out of 10 companies selling to
consumers (71 percent) posted landing pages that matched the email
compared to 59 percent of B2B companies.
FIGURE 6: Landing Page Matches of B2B and B2C Companies
FIGURE 4: Location of Landing Pages
17%
Yet 35 percent of the landing pages reviewed by Silverpop didn’t have
the same look, feel or tone of the email. Those companies that did create
landing pages with a consistent image and message are better able to
reinforce the brand and move email recipients from clicking to converting. Creating strong messaging and imagery is a key part of developing
a strong brand. A carefully crafted landing page serves as the bridge
between email marketing and conversions.
Within Web site
but relevant
B2B
41%
Web site, not email
51%
Home page
Special to email
Email, not Web site
8%
B2C
Email and Web site
9%
29%
62%
0%
www.silverpop.com
1-866-SILVPOP (745-8767)
10%
20%
30%
40%
50%
60%
70%
80%
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STUDY
Example 6: Charles Tyrwhitt
Email
Web site
Landing page
KEY FINDING: Thirty-five percent of landing pages failed to match the
email that generated the click.
6. Landing page design
Strong landing pages control the flow of information and the path customers
take to conversion. They represent the difference between a warehouse store,
where customers wander around looking on their own, and a fine boutique in
which customers are quickly engaged and assisted by a highly trained sales
associate from the minute they walk in the door. Finely crafted landing pages
deliver email recipients the kind of information that will resonate with them.
They walk customers step-by-step through the buying decision. They expand
upon the original call-to-action that the email recipient clicked on.
Unlike email designs, where postcard formats are most popular
with B2C marketers and one-column designs are frequently used
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by B2B marketers2, landing pages represented a fairly even
distribution of various layout styles.
While half of B2B marketers were likely to divide landing page content
into a number of sections defined by boxes, four out of 10 B2C landing
pages present text and images in one column. The postcard design
popular among B2C emailers was used by them in just one out of five
landing pages.
When grappling with design elements, it can be productive to first
develop landing page templates that allow you to tailor the message
while maintaining the kind of consistency that elicits customer trust.
Many email marketers don’t have the time or expertise to struggle
with complicated content management systems in order to develop
special landing pages for each email send. And those marketers who
must line up outside the IT department’s door seeking new landing
pages will often determine it’s just easier to send prospects to the
home page.
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Example 7: Tulane University two-column format
STUDY
Example 8: AllAboardToys.com box format
Example 9: American Health Lawyers Association
one-column format
Example 10: Fossil postcard format
FIGURE 7: Landing Page Design Layout
7. Placement of the primary call-to-action
1%
14%
1 Column
25%
36%
2%
22%
2 Columns
3 Columns
Boxes
Other
Postcard
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Landing pages must grab attention quickly and keep it focused. The first
impression a visitor must receive is a promise that his or her time won’t be
wasted by reviewing what you have to offer. To achieve that goal, short and
punchy copy that is easy to read and immediately relevant to the original
call-to-action is critical. There must be a logical progression of information
leading from the email to the landing page to avoid confusing the customer,
who is likely to leave the site rather than work to find the relevance.
Relevant content must be organized in such a way that it naturally leads
the reader to quickly see the value presented and how to act on the offer.
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FIGURE 8: B2B Landing Page Designs
STUDY
FIGURE 9: B2C Landing Page Designs
1%
3%
14%
Boxes
25%
50%
16%
1 Column
15%
2%
Other
Postcard
8%
40%
2 Columns
3 Columns
26%
1 Column
Boxes
Other
2 Columns
Postcard
In this regard, clarity of message is essential. Verbose copy detracts from
moving a reader cleanly and quickly along the path to conversion.
In general, landing pages reviewed by Silverpop kept critical elements up top.
And nearly all (nine out of 10) placed the primary call-to-action above the fold.
While most marketers kept copy to a minimum on landing pages, many
found the need to offer screen-upon-screen of reasons to buy. Yet only 11
percent of the landing pages that had content spread down more than one
screen repeated the call-to-action both above and below the fold. When
the goal is to make the ability to buy as easy as possible, keeping the callto-action visible at all times is an excellent approach.
FIGURE 10: Number of Links
12%
13%
49%
7%
1 link
2 links
3%
3 links
16%
4 links
5 links
More than
5 links
Marketers often wonder how many links or calls-to-action they can place
in front of customers and prospects. Most landing pages reviewed by
Example 11: K. Hovnanian Homes
Example 12: SuperFoodsRX
Call-to-action
Call-to-action
Fold line
Fold line
Call-to-action
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Silverpop
STUDY
KEY FINDING: One out of 10 savvy landing page designers repeated the
call-to-action both above and below the fold.
Silverpop focused on one primary call to action, but a few—typically retail
landing pages offering a number of products to consider for purchase—
included more than five links.
FIGURE 12: Landing Pages with Forms / Primary Conversion Goal
Lead
generation
42%
E-commerce
42%
Branding
8. Inclusion of navigation bars
Ideally, landing pages should focus readers’ attention on the offer at hand,
and the primary call-to-action should be front and center to encourage
response. Most marketers also allow those who expressed interest in their
offer to view what else the company can provide by including links to the
entire Web site from the landing page. Nearly seven out of 10 landing
pages included navigation bars.
Example 13: IOS navigation bar
Educational
11%
5%
0%
10%
20%
30%
40%
50%
information and follow-up. Each answer a respondent must make gives
him or her an option to desert the process. Assure respondents that the
information they provide will be respected and protected by including a
link to your privacy and anti-spam policies.
Of the landing pages reviewed by Silverpop, 24 percent included some
type of form. While you might assume that B2B email campaigns seeking
to generate leads would be most likely to deliver click-throughs to landing
pages with forms, e-commerce campaigns were nearly equally represented among landing pages with forms to complete.
When companies used forms to gather information from email recipients,
they typically attempted to collect as much data as possible. More than
four out of 10 forms (42 percent) included more than 10 fields to complete, while 32 percent had between six and 10 fields.
Certainly retailers sending email campaigns offering discounts for all
purchases are wise to give readers the ability to see the entire site. But
marketers sending a targeted campaign to a select audience should
consider the use of a landing page with limited links to other pages.
FIGURE 13: Number of Fields Within Forms
If a campaign requires more information to move a conversion forward
than practicable to place on one landing page, the development of a
microsite should be considered. Microsites are, in effect, mini Web sites
that focus on a unique offer or product category.
32%
26%
1 to 5 fields
6 to 10 fields
42%
More than 10 fields
9. Use of forms
It’s a mistake to think that once you’ve lured a customer or prospect to
your landing page you can treat them differently than you did while coaxing them to check out your offer. Just as is recommended when creating
opt-in forms for email registrations, if you must ask for information on the
landing page, be clear about why you’re asking. Don’t ask for customer
data unless you must have it to fulfill an order or provide highly relevant
Example 14: Five News form
FIGURE 11: Landing Page Includes Form
All landing
pages
24%
B2B
27%
B2C
23%
0%
5%
10%
15%
20%
25%
30%
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The Silverpop logo is a registered trademark of Silverpop Systems Inc.
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STUDY
Example 15: InfoPOEMS bulleted copy
KEY FINDING: Eight out of 10 landing page designers placed copy
over white or very light-colored backgrounds.
10. Copy length and need for scrolling
When thinking about writing copy for a landing page, think about what
you can read in just eight seconds. While you may have a bit more time to
snatch the attention of the prospect truly interested in your product or service, grabbing interest quickly never hurt and likely helped most marketing
campaigns. What prospects and customers see at the top of the screen
should clearly communicate your strongest reason for conversion.
FIGURE 14: Amount of Text
38%
< 100 words
100-250 words
36%
6% 5%
251-500 words
15%
501-1000 words
> 1000 words
KEY FINDING: Landing page creators keep text to a minimum, with
three-quarters limiting copy to under 250 words.
Basic design principles should be followed with landing page design. For
example, if you have a list of bulleted items or key product attributes that
you want to draw attention to in the midst of a copy block, you can offset
it with a colored background. The key is to keep the background color
light enough to not interfere with readability. Also, don’t make the mistake
of underlining text that you want to stand out. People will think it’s a link.
Most companies evaluated in Silverpop’s study of landing pages kept copy
fairly short, with nearly three-quarters of the landing pages (74 percent)
featuring fewer than 250 words. There was little difference in copy length
between B2B and B2C companies.
Seventy-eight percent of e-commerce landing pages featured less than
250 words of text. Not only did companies keep text to a minimum, most
kept the need for scrolling to a minimum as well. In fact, nearly four out of
10 landing pages (38 percent) required no scrolling at all. B2C companies
were less likely to require scrolling than B2B landing pages.
When spreading content down multiple screens, certain design elements
should be taken into consideration to avoid confusion. For example, avoid
EXAMPLE 16: Simple Shoes
Naturally, when the purpose of the landing page was primarily educational,
the page tended to be more text-heavy, with 33 percent of educational
landing pages containing more than 500 words. E-commerce landing
pages most often offered the least amount of copy.
FIGURE 15: Conversion Goal / Amount of Text
< 250
251-500
44%
Educational
22%
> 500
34%
70%
Branding
10%
20%
70%
Lead Generation
20%
10%
78%
E-commerce
13%
9%
0%
www.silverpop.com
10%
20%
30%
1-866-SILVPOP (745-8767)
40%
50%
60%
70%
80%
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12. Types and number of links
FIGURE 16: Number of Screens to Scroll
Short (no scroll)
38%
All landing pages
Medium (< 2 screens)
37%
25%
Long (> 2 screens)
24%
B2B
43%
33%
EXAMPLE 17: U.S. Marines hero shot
43%
B2C
Links contained in landing pages were most often text. B2C marketers
were more likely to include both text and image links on landing pages
than were B2B marketers. Whether using images or text, consider making
it visually clear that a reader has clicked on a link. Text should change
color; a button should change shape or appear indented.
35%
22%
0%
10%
20%
30%
40%
50%
60%
graphics or text that would imply the reader has reached the end of the
landing page, despite the fact that they’re only midway through. A gaping
expanse of white space or lines running across the bottom of the first
screen can make people think they’ve seen it all.
11. Use of subheads within copy
Although only four out of 10 landing pages included subheads to divide up
body copy and improve readability, those with more text were more likely
to include them. Nearly nine out of 10 landing pages with text from 500 to
1,000 words incorporated subheads to break up copy and improve readability. Unfortunately, marketers with a lot to say apparently didn’t consider
the strain on eyes when readers are presented with a large block of gray
type. One-third of text-heavy landing pages with more than 1,000 words
didn’t use subheads to break up copy blocks.
13. Inclusion of hero shots and animation
FIGURE 17: Text Amounts That Included Subheads
< 100
As Silverpop has found in previous studies2, the presence of photography
can have an impact on click rates within emails. The images that accompany a call-to-action on landing pages can quickly engage the viewer, grab
attention and keep it, or when inconsistent with the overall message of the
email and landing page, cause confusion and ultimately site abandonment.
20%
100-250
49%
251-500
44%
501-1000
88%
> 1000
67%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
As with other forms of written communications, concise and easy-tounderstand text includes bullet points, highlighted copy, call-outs and more.
It’s not only what you say but how you say it that can lead to a sale.
FIGURE 18: Link Types
Text
Image
39%
All landing pages
28%
47%
B2B
28%
25%
36%
B2C
28%
36%
0%
www.silverpop.com
10%
20%
1-866-SILVPOP (745-8767)
30%
40%
50%
Photographs that stand out grab attention. But a strong photo in an email
should be repeated on the landing page and right at the top so clickers
are quickly assured they arrived at the right spot. Use photography as
more than just eye-candy. Photography should entice viewers to read the
surrounding copy.
Only 39 percent of landing pages included a hero shot. Not surprisingly,
product-oriented B2C companies were more than twice as likely to include hero shots in their landing page designs than were B2B marketers.
Both
33%
Hero shots are photos that clearly promote the product or service being
offered. If there are other photographs on the page, the hero shot is in a
prominent position and generally larger than the others. Hero shots set the
tone of the page just as strongly as do persuasive headlines.
60%
No matter where above the fold you place a hero shot, it will grab the
eye’s attention. Use it wisely and place it near important copy and your
call-to-action. When the photo is of the product you’re selling, make the
image clickable as well. When hero shots were included in the landing
pages evaluated by Silverpop, only 38 percent were clickable.
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EXAMPLE 18: Volvo hero shot
EXAMPLE 19: AccuCut with opt-in request
KEY FINDING: While half of B2B landing pages included opt-in
requests, only 30 percent of B2C pages did.
The use of animation can also grab attention and keep landing page visitors on the site long enough to capture their interest. Additionally, email
marketers who are cautious about including animation in their messages
have no reason to avoid this attention-grabbing technique on landing
pages. Yet only 23 percent of the landing pages reviewed included any
sort of animation.
FIGURE 19: Presence of a Hero Shot
All landing pages
39%
B2B
20%
B2C
45%
0%
10%
20%
30%
40%
KEY FINDING: Less than four out of 10 hero shots on landing pages
were clickable.
50%
14.
Email opt-in requests
Customers and prospects can end up at a landing page via a variety of
routes. In fact, many engagement marketers work hard to generate viral
campaigns, recognizing the value of having customers pass along product
and brand information to others. But to capture the email addresses of
those who have arrived at your landing page without being in your database, it’s essential to ask them to register. Yet 35 percent of the landing
pages failed to include a request for the visitor to opt in to receive emails.
Conclusions
Online marketing must be smooth. It can’t require a great deal of effort on
the part of prospects. You can’t expect Web surfers to dig down into the
depths of your site to locate the products, services or information they’re
seeking. To engage Web-site visitors, you have to deliver exactly what
www.silverpop.com
1-866-SILVPOP (745-8767)
they want in a streamlined, targeted manner. That’s the power of landing
pages. When properly developed, they deliver a user experience devoid of
snags that generates higher conversions and better returns.
Just as you test email subject lines and calls-to-action, testing the power
of your landing page copy and design should not be ignored. In fact,
MarketingSherpa found that marketers rate landing page testing as highly
productive and beneficial.3 One-quarter of marketers who test landing
page results say they achieve “significant” improvement in conversion
rates.4
Evaluate various elements of the landing page in A/B tests. Which headline copy works best? Which call-to-action generates better results? Does
longer or shorter copy lead to higher conversions? Use Web analytics to
see where on the page people click and if visitors are clicking in areas you
didn’t expect. It could mean that while you’ve piqued their interest, they
want more information.
Landing page optimization can have a tremendous impact on your success rate. But it takes attention to detail and commitment. The time and
effort taken to optimize landing pages will be returned many times in
customer loyalty, improved conversion rates and higher return on investment. By developing the right look and feel of your landing pages, you can
dramatically impact conversion results. Begin by looking at landing pages
from your recipients’ perspectives.
Footnotes
1. “Landing Page Handbook: How To Raise Conversions – Data and
Design Guidelines,” MarketingSherpa, 2005
2. “Email Creative That Works,” Silverpop, 2006
3. “Email Marketing Benchmark Guide,” MarketingSherpa, 2007
4. MarketingSherpa Survey, 2004
12
Silverpop
STUDY
Figures:
Landing Page Examples:
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
Email Promotional Copy Repeated on Landing Page
Primary Conversion Goals
B2B and B2C Conversion Goals
Location of Landing Pages
B2B and B2C Landing Page Locales
Landing Page Matches of B2B and B2C Companies
Landing Page Design Layout
B2B Landing Page Designs
B2C Landing Page Designs
Number of Links
Landing Page Includes Form
Landing Pages with Forms / Primary Conversion Goal
Number of Fields Within Forms
Amount of Text
Primary Conversion Goal / Amount of Text
Number of Screens to Scroll
Text Amounts That Included Subheads
Link Types
Presence of a Hero Shot
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
Crisco
K&L Wine Merchants
KnowledgeStorm
Keppra
Robert Wood Johnson Foundation
Charles Tyrwhitt
Tulane University
AllAboardToys.com
American Health Lawyers Association
Fossil
K. Hovnanian Homes
SuperFoodsRX
IOS
Five News
InfoPOEMS
Simple Shoes
U.S. Marines
Volvo
AccuCut
To find out more about Silverpop’s Engage solution and how it can benefit your company, please contact us toll-free
at 1-866/SILVPOP (745-8767) or email us at [email protected].
Visit us at www.silverpop.com
www.silverpop.com
1-866-SILVPOP (745-8767)
13

8 Seconds to Capture Attention

Transcription

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