8 Seconds To Capture Attention: Silverpop's Landing Page Report

8 Seconds to
Capture Attention:
Silverpop’s Landing Page Report
Prepared by Silverpop
www.silverpop.com
Your Partner For Email Marketing Success STUDY
8 Seconds to Capture Attention:

Silverpop’s Landing Page Report
It’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 for strong conversions and 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 short-changing the company. Marketers need to convert prospects to customers; clicks need to result in purchases. And with online mar-
keting, 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 evaluation by Silverpop 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, leading 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.
• 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 cap-
tured 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. Neverthe-
less, 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 BtoB companies and 110 BtoC. 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 interested, while
others were easily dismissed and quickly discarded.

www.silverpop.com 1-866-SILVPOP (745-8767) © 2007 Copyright Silverpop. All rights reserved. The Silverpop logo is a registered trademark of Silverpop Systems Inc.
The following aspects of landing pages were evaluated:
1. Use of readable URLs

2. Repetition of email promotional copy
3. Primary conversion goals
4. Location of the landing page
5. Whether the look matches the email and/or Web site
6. Landing page design
7. Placement of the primary call-to-action
8. Inclusion of navigation bars
9. Use of forms
10. Copy length and need for scrolling
11. Use of subheads within the copy
12. Types and number of links
13. Inclusion of hero shots and animation
14. 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 improv-
ing 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.
When a prospect decides to take up 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 or 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.
BtoC companies were more likely to use readable URLs than were BtoB companies. While less than one-fourth of the BtoB companies (23 percent)
used easily recognized and well-branded URLs for landing pages, one-third (33 percent) of BtoC companies did.

2. Repetition of email promotional copy

To reinforce the call-to-action that generated the email recipient to click a link in the first place, best practice is to repeat the offer on the landing
page. For example, Crisco sent recipients eager to try recipes for St. Patrick’s Day to a special landing page with a matching headline, rather that to
the company’s home page.
Example 1: Crisco
Crisco email Crisco landing 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. BtoB companies were more likely to
repeat the email call-to-action on the landing page than were BtoC 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 55%
BtoC 52%
BtoB
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.
Common conversion goals of online marketing programs supported by email and landing pages include the following:
• 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 BtoB companies that gather prospect information by offering white papers or reports that visitors must regis-
ter to receive.
• Branding: both BtoB and BtoC companies find value in promoting their brands online.
• Educational: not only do BtoB e-newsletter landing pages seek to educate target audiences, many BtoC companies use educational informa-
tion to support product usage.

Example 2: K&L Wine Merchants e-commerce landing page Example 3: KnowledgeStorm lead generation landing page
Example 4: Keppra branding landing page
Example 5: Robert Wood Johnson Foundation educational

landing page
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.
FIGURE 2: Primary Conversion Goals
19% 8% E-commerce
11% Lead generation
Branding
61%
Educational

Not surprisingly, the goals for BtoB landing pages appeared to FIGURE 3: BtoB and BtoC Conversion Goals
be far more focused on generating leads than were those
of BtoC companies. The primary conversion goal of landing 15% BtoB
Educational
pages evaluated for 48 percent of BtoB companies was lead 10%
BtoC
generation, compared to only 9 percent of BtoC companies.
5%
For BtoC companies, the name of the game is sales, with more Branding
9%
than seven out of 10 (72 percent) sending emails that lead to
landing pages with an e-commerce conversion goal. Lead generation 48%
9%
33%
4. Location of the landing page E-commerce
72%
No matter what the ultimate goal of an email program might 0% 10% 20% 30% 40% 50% 60% 70% 80%
be, it’s generally considered 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.
FIGURE 4: Location of Landing Pages Most companies evaluated by Silverpop (83 percent) led email recipi-
ents to landing pages that were specific to the email content. Some ap-
peared to be unique pages created specifically for the email campaign,
17% while others were pages found within the company’s Web site with
Within Web site
33% but relevant content relevant to the email offer.
Homepage
50% In reviewing landing page locales, Silverpop found that BtoC companies
Special to email 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 BtoB emails.
Creating landing pages unique to the email campaign is an impor- FIGURE 5: BtoB and BtoC Landing Page Locales
tant approach to improve results. Because you have established a
relationship with your email recipients – one of trust exhibited by their Home page
willingness to click a link – it’s essential to keep the focus laser sharp 8% From Web site
BtoB but relevant
by taking them directly to information that captured their interest. 59%
Don’t make them wander your site in search of answers. 33% Special to email
20%
BtoC 48%
5. Whether the look matches the email 32%
and/or Web site 0% 10% 20% 30% 40% 50% 60% 70% 80%
Strong brand messaging is carried across multiple communications

channels. The same look and feel permeates each important cus-
tomer 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.
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.
Carrying consistent images and copy from email to landing page is a concept that BtoC marketers appear to have taken to heart much more than
BtoB 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 BtoB companies.

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.
FIGURE 6: Landing Page Matches of BtoB and BtoC Companies
8% Email, not Web site

BtoB 41% Web site, not email
51%
Email and Web site
9%
BtoC 29%
62%
0% 10% 20% 30% 40% 50% 60% 70% 80%

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 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 BtoC marketers and one-column designs are frequently used by BtoB market-
ers2, landing pages represented a fairly even distribution of various layout styles.
Example 7: Tulane University two-column format 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 FIGURE 8: BtoB Landing Page Designs
1%
14% 1 Column
3%
14% Boxes
25% 2 Columns
3 Columns
25% Other
36% 2% Postcard
Boxes 50% 8%
22% Other
1 Column
2 Columns
Postcard
FIGURE 9: BtoC Landing Page Designs While half of BtoB marketers were likely to divide landing page content
into a number of sections defined by boxes, four out of 10 BtoC landing
1% pages present text and images in one column. The postcard design
16% popular among BtoC emailers was used by them in just one out of five
1 Column
15% landing pages.
2% 2 Columns
When grappling with design elements, it can be productive to first
40% 3 Columns
develop landing page templates that allow you to tailor the message
26% Boxes while maintaining the kind of consistency that elicits customer trust.
Other Many email marketers don’t have the time or expertise to struggle with
Postcard
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.
Example 11: K. Hovnanian Homes
7. Placement of the primary call-to-action
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
Call-to-action
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. In this regard, clarity of message is essential. Verbose copy
detracts from moving a reader cleanly and quickly along the path to
conversion.
Fold line 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

Example 12: SuperFoodsRX 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 call-to-action visible at all times is an excellent approach.
KEY FINDING: One out of 10 savvy landing page designers re-

Call-to-action
peated the call-to-action both above and below the fold.
Marketers often wonder how many links or calls-to-action they

can place in front of customers and prospects. Most landing pages
reviewed by 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 10: Number of Links

Fold line
12% 13% 1 link
Call-to-action 7% 2 links
3%
3 links
49% 16% 4 links
5 links
More than
5 links
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.
Certainly retailers sending email campaigns offering discounts for all purchases are wise to give readers the ability to see the entire site. But mar-
keters sending a targeted campaign to a select audience should consider the use of a landing page with limited links to other pages.
If a campaign requires more information to move a conversion forward than practicable to place on one landing page, the development of a micro-
site should be considered. Micro-sites are, in effect, mini Web sites that focus on a unique offer or product category.
Example 13: IOS navigation bar

9. Use of forms
It’s a mistake to think that once you’ve lured a customer or prospect to your landing page that 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 in order to fulfill an order or provide highly
relevant information and follow-up. Each answer a respondent must make gives them 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 BtoB 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.
FIGURE 11: Landing Page Includes Form
All landing pages 24%
BtoB 27%
BtoC
23%
0% 5% 10% 15% 20% 25% 30%
FIGURE 12: Landing Pages with Forms / Primary Conversion Goal
Lead generation 42%
E-commerce 42%
Branding 11%
Educational
5%
0% 10% 20% 30% 40% 50%
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.
Example 14: Five News form
FIGURE 13: Number of Fields Within Forms
32%
1 to 5 fields
26% 6 to 10 fields
42% More than 10 fields
10
10. Copy length and need for scrolling Example 15: InfoPOEMS bulleted copy
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 strong-
est reason for conversion.
KEY FINDING: Eight out of 10 landing page designers placed

copy over white or very light-colored backgrounds.
Basic design principles should be followed with landing page design.

For example, if you have a list of bulleted items or key product attri-
butes 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 BtoB and BtoC companies.
FIGURE 14: Amount of Text

KEY FINDING: Landing page creators keep text to a
minimum, with three-quarters limiting copy to under
38% < 100 words 250 words.
100-250 words
36% 251-500 words
15% EXAMPLE 16: Simple Shoes
501-1000 words
6% 5%
> 1000 words
FIGURE 15: Conversion Goal / Amount of Text

< 250
44% 251-500
Educational 22% > 500
34%
70%
Branding 10%
20%
70%
Lead Generation 20%
10%
78%
E-commerce 13%
9%
0% 10% 20% 30% 40% 50% 60% 70% 80%
11
Naturally, when the purpose of the landing page was primarily edu- FIGURE 16: Number of Screens to Scroll
cational, the page tended to be more text-heavy, with 33 percent of
educational landing pages containing more than 500 words. E-com- 38% Short (no scroll)
All landing pages
merce landing pages most often offered the least amount of copy. 37% Medium (< 2 screens)
25%
Long (> 2 screens)
Seventy-eight percent of e-commerce landing pages featured less 24%
BtoB
than 250 words of text. Not only did companies keep text to a mini- 43%
33%
mum, 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 BtoC
43%
35%
at all. BtoC companies were less likely to require scrolling than BtoB 22%
landing pages. 0% 10% 20% 30% 40% 50% 60%
When spreading content down multiple screens, certain design ele-

ments should be taken into consideration to avoid confusion. For example, avoid graphics or text that would imply the reader has reached the end
of the landing page, despite the fact that they’re only mid-way 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.
FIGURE 17: Text Amounts That Included Subheads 11. Use of subheads within copy
< 100
Although only four out of 10 landing pages included subheads to divide up
20%
body copy and improve readability, those with more text were more likely
100-250 49% 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 readabil-
251-500 44%
ity. Unfortunately, marketers with a lot to say apparently didn’t consider the
501-1000 88% strain on eyes when readers are presented with a large block of gray type.
> 1000
One-third of text-heavy landing pages with more than 1,000 words didn’t
67%
use subheads to break up copy blocks.
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
As with other forms of written communications, concise and easy-to-un-
derstand 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.
12. Types and number of links FIGURE 18: Link Types

Text
Links contained in landing pages were most often text. BtoC market-
Image
ers were more likely to include both text and image links on landing All landing pages
39%
28% Both
pages than were BtoB marketers. Whether using images or text, 33%
consider making it visually clear that a reader has clicked on a link.
47%
Text should change color; a button should change shape or appear BtoB 28%
indented. 25%
36%
BtoC 28%
13. Inclusion of hero shots and animation 36%
0% 10% 20% 30% 40% 50% 60%

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 grab
attention and keep it, or when inconsistent with the overall message
of the email and landing page, cause confusion and ultimately site
abandonment.
12
EXAMPLE 17: U.S. Marines hero shot EXAMPLE 18: Volvo hero shot
Hero shots are photos that clearly promote the product or service being FIGURE 19: Presence of a Hero Shot
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 All landing pages 39%
the tone of the page just as strongly as do persuasive headlines.
BtoB 20%
Photographs that stand out grab attention. But a strong photo in an email BtoC
45%
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 0% 10% 20% 30% 40% 50%
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 BtoC companies were more than twice as likely to include
hero shots in their landing page designs than were BtoB marketers.
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.
KEY FINDING: Less than four out of 10 hero shots on landing pages were clickable.
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.
14. Email opt-in requests

Customers and prospects can end up at a landing page via a variety of routes. In fact, many email marketers work hard to generate viral cam-
paigns, 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, its 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.
13
EXAMPLE 19: AccuCut with opt-in request
KEY FINDING: While half of BtoB landing pages included opt-in

requests, only 30 percent of BtoC pages did.
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. You have to deliver exactly what 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
14
Figures:
1. Email Promotional Copy Repeated on Landing Page
2. Primary Conversion Goals
3. BtoB and BtoC Conversion Goals
4. Location of Landing Pages
5. BtoB and BtoC Landing Page Locales
6. Landing Page Matches of BtoB and BtoC Companies
7. Landing Page Design Layout
8. BtoB Landing Page Designs
9. BtoC Landing Page Designs
10. Number of Links
11. Landing Page Includes Form
12. Landing Pages with Forms / Primary Conversion Goal
13. Number of Fields Within Forms
14. Amount of Text
15. Primary Conversion Goal / Amount of Text
16. Number of Screens to Scroll
17. Text Amounts That Included Subheads
18. Link Types
19. Presence of a Hero Shot
Landing Page Examples:

1. Crisco
2. K&L Wine Merchants
3. KnowledgeStorm
4. Keppra
5. Robert Wood Johnson Foundation
6. Charles Tyrwhitt
7. Tulane University
8. AllAboardToys.com
9. American Health Lawyers Association
10. Fossil
11. K. Hovnanian Homes
12. SuperFoodsRX
13. IOS
14. Five News
15. InfoPOEMS
16. Simple Shoes
17. U.S. Marines
18. Volvo
19. AccuCut
For more information about Silverpop’s email marketing products and services, please contact us at:
866-SILVPOP (745-8767) or info@silverpop.com

Visit us at www.silverpop.com
Silverpop – Your Partner for Email Marketing Success
15

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8 Seconds To Capture Attention: Silverpop's Landing Page Report

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8 Seconds to

8 Seconds to Capture Attention:

The following aspects of landing pages were evaluated:

1. Use of readable URLs

The value of strong landing pages is not inconsequential

1. Use of readable URLs

2. Repetition of email promotional copy

Crisco email Crisco landing page

FIGURE 1: Email Promotional Copy Repeated on Landing Page

All landing pages 55%

0% 10% 20% 30% 40% 50% 60% 70%

3. Primary conversion goals

Example 4: Keppra branding landing page

Example 5: Robert Wood Johnson Foundation educational

FIGURE 2: Primary Conversion Goals

Strong brand messaging is carried across multiple communications

Example 6: Charles Tyrwhitt

FIGURE 6: Landing Page Matches of BtoB and BtoC Companies

8% Email, not Web site

0% 10% 20% 30% 40% 50% 60% 70% 80%

6. Landing page design

Example 7: Tulane University two-column format Example 8: AllAboardToys.com box format

Example 9: American Health Lawyers Association

Example 10: Fossil postcard format

Relevant content must be organized in such a way that it naturally

While most marketers kept copy to a minimum on landing pages, many

KEY FINDING: One out of 10 savvy landing page designers re-

Marketers often wonder how many links or calls-to-action they

FIGURE 10: Number of Links

8. Inclusion of navigation bars

Example 13: IOS navigation bar

FIGURE 11: Landing Page Includes Form

All landing pages 24%

0% 5% 10% 15% 20% 25% 30%

FIGURE 12: Landing Pages with Forms / Primary Conversion Goal

Lead generation 42%

0% 10% 20% 30% 40% 50%

Example 14: Five News form

FIGURE 13: Number of Fields Within Forms

KEY FINDING: Eight out of 10 landing page designers placed

Basic design principles should be followed with landing page design.

FIGURE 14: Amount of Text

FIGURE 15: Conversion Goal / Amount of Text

0% 10% 20% 30% 40% 50% 60% 70% 80%

When spreading content down multiple screens, certain design ele-

12. Types and number of links FIGURE 18: Link Types

0% 10% 20% 30% 40% 50% 60%

14. Email opt-in requests

EXAMPLE 19: AccuCut with opt-in request

KEY FINDING: While half of BtoB landing pages included opt-in

Landing Page Examples:

866-SILVPOP (745-8767) or info@silverpop.com

Silverpop – Your Partner for Email Marketing Success

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