Silverpop reviewed 150 email marketing campaigns in reference to how they interacted with the landing pages, and the results found that large numbers of them still had problems that cause visitors to abandon them.
It's amazing when you consider about every study shows that around 50 percent of visitors to the landing pages will abandon the page after 8 seconds.
Now when I say they abandon them after 8 seconds, I'm talking about those that are set up wrong.
So the study cited my marketingcharts.com called, “8 Seconds to Capture Attention: Silverpop’s Landing Page Report," found that some campaign grabbed a visitors attention while many didn't.
One key element of successful email campaigns is to have the landing page look similar to and feel the same as the email sent. If it doesn't visitors are more apt to leave the site.
The report says that 35 percent of the landing pages visited didn't look or feel at all like the email that people clicked through on. When broken down, 29 percent of business-to-customer landing pages didn't look like the email, and a large 41 percent of business-to-business landing pages didn't.
Why do people leave? They think they went to the wrong page when they give it a quick glance and it doesn't match the email.
Another finding was 55 percent of landing pages didn't repeat the call-to-action in the email. While the obvious best thing to do in this case is to have your landing page repeat the same offer the email gave, many fail to do it.
Breaking it down, 52 percent of business-to-consumer landing pages failed to do it, while again, a larger 63 percent of business-to-business landing pages failed in this.
One thing that continues to amaze me in online marketing is concerning opt-in strategies. The report says of those landing pages they visited, 35 percent still don't have an opt-in request on them.
This is unbelievable. At least the business-to-business companies were a little better here, as 50 percent did have an opt-in request on their landing page, while with business-to-consumer, only 30 percent had them. That's throwing away the potential lifetime value of a customer by not even giving yourself a chance to build a trusted relationship with them.
A landing page is one of the key elements of any online marketing campaign. Make sure these things are part of your strategy.
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