A new Silerpop study found that your landing page has 8 seconds to capture the attention of your readers. The study looked at 150 email marketing landing pages and found that many of them “failed to grab attention quickly and some were confusing and cluttered.

Here are few quick points from the study:

• 50% of visitors to a landing page will leave within 8 seconds if their attention is not captured immediately. 
• Successful landing pages had the following qualities-
  • The landing pages either matched the company website or the email. 35% of landing pages did not have the same look or tone as the email that generated the click.
  • They were easy to navigate.
  • The landing pages reinforced the call-to-action on the landing page.
• Unsuccessful email campaigns linked directly to the companies home page and did not utilize a specific landing page. “17 % of email marketing campaigns dumped recipients there.”
• Include an opt-in list to capture customer information from emails or landing pages that were forwarded to another person.

View the Silverpop article here.

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