How Crappy Landing Pages Kill Email Campaigns

• Use of readable URLs
  KEY FINDING: B2C companies were more likely to use readable URLs than B2B firms.
  This is probably less important in a PPC campaign, but for email I can see where a readable, memorable URL makes good sense.
• Repetition of email promotional copy
  KEY FINDING: Nearly 50% of the landing pages studies failed to repeat the email’s call-to-action.
• Primary conversion goals
  KEY FINDING: 6 out of 10 companies use landing pages to sell products/services, other goals include lead generation, branding, and education (educate target audiences, support product usage.)
• Location of the landing page
  KEY FINDING: 17% of e-mail marketing campaigns — mostly B2C — dumped recipients at the company’s website home page as opposed to a unique campaign landing page.
• Whether the look of the page matches the email and/or website
  KEY FINDING: 35% of landing pages failed to match the look, feel and tone of the original email.
• Landing page design
  KEY FINDING: Only 36% of the landing pages used the recommended one-column format, 25% of the pages used 2-column formatting.
• Placement of the primary call-to-action
  KEY FINDING: 9 of out 10 landing pages had the main call-to-action above the fold. But of those pages that had copy continuing past the natural fold, only 11% had additional calls-to-action adjacent to the below-the-fold copy.