“Oh, the humanity …”
The folks at SilverPop recently published a study, “Eight Seconds to Capture Attention: Silverpop’s Landing Page Report”, where it reviewed the email campaigns of 150 top online companies. Long and short? They discovered that email campaigns that opened with promise and decent click through ratios generally died on the vine with ill-conceived, poorly designed or just plain, lazy-ass landing pages. Bored, confused prospects quickly took their conversion clicks — and wallets — elsewhere.