8 SecondS to capture attention - Internet Marketing Expert

8 SecondS to capture attention:Silverpop’S landing page report

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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.� 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 ��.3� percent for free offers, and from 5.67 percent to 7.63 percent for e-commerce campaigns.� 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 �50 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 �7 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 �0 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 �0 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 �0 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 �50 companies throughout north america and the United Kingdom—40 BtoB companies and ��0 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.



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the following aspects of landing pages were evaluated:

�. 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 �0. Copy length and need for scrolling ��. Use of subheads within the copy �2. types and number of links �3. inclusion of hero shots and animation �4. 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 �50 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 �0 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.



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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.

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.

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 1: Crisco

Crisco email Crisco landing page

keY FInDIng: nearly half of the landing pages failed to repeat the email’s call-to-action.

All landing pages

BtoC

BtoB

55%

52%

63%

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

FIGURE 1: Email Promotional Copy Repeated on Landing Page



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the importance of a strong landing page is underscored by the fact that six out of �0 companies use them to sell products or services, while �9 percent attempt to gather important customer or prospect data.

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

Educational

Branding

E-commerce

Lead generation

61%

19% 8%11%

FIGURE 2: Primary Conversion Goals



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not surprisingly, the goals for BtoB landing pages appeared to be far more focused on generating leads than were those of BtoC companies. the primary conversion goal of landing pages evaluated for 48 percent of BtoB companies was lead generation, compared to only 9 percent of BtoC companies. For BtoC companies, the name of the game is sales, with more than seven out of �0 (72 percent) sending emails that lead to landing pages with an e-commerce conversion goal.

4. location of the landing page

no matter what the ultimate goal of an email program might 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.

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, while others were pages found within the company’s Web site with content relevant to the email offer.

in reviewing landing page locales, Silverpop found that BtoC companies 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-tant approach to improve results. Because you have established a relationship with your email recipients – one of trust exhibited by their willingness to click a link – it’s essential to keep the focus laser sharp by taking them directly to information that captured their interest. don’t make them wander your site in search of answers.

5. Whether the look matches the email and/or Web site

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 �0 companies selling to consumers (7� percent) posted landing pages that matched the email compared to 59 percent of BtoB companies.

E-commerce

Branding

Lead generation

Educational

72%

33%

9%

48%

9%

5%

10%

15%

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

BtoB

BtoC

FIGURE 3: BtoB and BtoC Conversion Goals

Special to email

Within Web sitebut relevant

Homepage50%

17%

33%

FIGURE 4: Location of Landing Pages

BtoB

BtoC 48%

20%

32%

59%

8%

33%

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

Home page

From Web sitebut relevant

Special to email

FIGURE 5: BtoB and BtoC Landing Page Locales



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Web site

Example 6: Charles Tyrwhitt

email

Landing page

keY FInDIng: thirty-five percent of landing pages failed to match the email that generated the click.

BtoB

BtoC 29%

9%

62%

41%

8%

51%

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

Email, not Web site

Web site, not email

Email and Web site

FIGURE 6: Landing Page Matches of BtoB and BtoC Companies



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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



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While half of BtoB marketers were likely to divide landing page content into a number of sections defined by boxes, four out of �0 BtoC landing pages present text and images in one column. the postcard design popular among BtoC emailers was used by them in just one out of five landing pages.

When grappling with design elements, it can be productive to first develop landing page templates that allow you to tailor the message while maintaining the kind of consistency that elicits customer trust. Many email marketers don’t have the time or expertise to struggle with 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.

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 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.

in general, landing pages reviewed by Silverpop kept critical elements up top. and nearly all (nine out of �0) 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 �� percent of the landing pages that had content spread down more

Boxes

3 Columns

1 Column

2 Columns

Postcard

Other

36%

14%25%

2%

1%

22%

FIGURE 7: Landing Page Design Layout

1 Column

Postcard

Boxes

Other

2 Columns

50%

14%3%

25%

8%

FIGURE 8: BtoB Landing Page Designs

Boxes

3 Columns

1 Column

2 Columns

Postcard

Other

40%

16%

1%

15%2%

26%

FIGURE 9: BtoC Landing Page Designs

Example 11: K. Hovnanian Homes

Call-to-action

Fold line



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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.

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.

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 �0 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.

keY FInDIng: one out of �0 savvy landing page designers re-peated the call-to-action both above and below the fold.

Example 12: SuperFoodsRX

Call-to-action

Fold line

Call-to-action

4 links

3 links

1 link

2 links

More than5 links

5 links

49%

12% 13%7%

3%

16%

FIGURE 10: Number of Links

Example 13: IOS navigation bar



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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.

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 �0 forms (42 percent) included more than �0 fields to complete, while 32 percent had between six and �0 fields.

All landing pages

BtoB

BtoC

24%

27%

23%

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

E-commerce

Branding

Educational

42%

Lead generation 42%

11%

5%

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

FIGURE 11: Landing Page Includes Form

FIGURE 12: Landing Pages with Forms / Primary Conversion Goal

More than 10 fields

1 to 5 fields

6 to 10 fields26%

32%

42%

FIGURE 13: Number of Fields Within Forms

Example 14: Five News form



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10. copy length and need for scrolling

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.

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.

keY FInDIng: eight out of �0 landing page designers placed copy over white or very light-colored backgrounds.

Example 15: InfoPOEMS bulleted copy

501-1000 words

251-500 words

< 100 words

100-250 words

> 1000 words

36%15%

38%

5%6%

FIGURE 14: Amount of TextkeY FInDIng: landing page creators keep text to a minimum, with three-quarters limiting copy to under 250 words.

Lead Generation

Branding

Educational

E-commerce 13%

78%

9%

20%

70%

10%

10%

70%

20%

22%

44%

34%

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

< 250

251-500

> 500

FIGURE 15: Conversion Goal / Amount of Text

EXAMPLE 16: Simple Shoes



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naturally, when the purpose of the landing page was primarily edu-cational, the page tended to be more text-heavy, with 33 percent of educational landing pages containing more than 500 words. e-com-merce landing pages most often offered the least amount of copy.

Seventy-eight percent of e-commerce landing pages featured less than 250 words of text. not only did companies keep text to a mini-mum, most kept the need for scrolling to a minimum as well. in fact, nearly four out of �0 landing pages (38 percent) required no scrolling at all. BtoC companies were less likely to require scrolling than BtoB landing pages.

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.

11. use of subheads within copy

although only four out of �0 landing pages included subheads to divide up body copy and improve readability, those with more text were more likely to include them. nearly nine out of �0 landing pages with text from 500 to �,000 words incorporated subheads to break up copy and improve readabil-ity. Unfortunately, marketers with a lot to say apparently didn’t consider the strain on eyes when readers are presented with a large block of gray type. one-third of text-heavy landing pages with more than �,000 words didn’t use subheads to break up copy blocks.

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

links contained in landing pages were most often text. BtoC market-ers were more likely to include both text and image links on landing pages than were BtoB marketers. Whether using images or text, consider making it visually clear that a reader has clicked on a link. text should change color; a button should change shape or appear indented.

13. inclusion of hero shots and animation

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.

BtoB

All landing pages

BtoC 35%

43%

22%

43%

24%

33%

37%

38%

25%

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

Short (no scroll)

Medium (< 2 screens)

Long (> 2 screens)

FIGURE 16: Number of Screens to Scroll

251-500

501-1000

> 1000

44%

100-250

< 100

49%

20%

88%

67%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

FIGURE 17: Text Amounts That Included Subheads

BtoB

All landing pages

BtoC 28%

36%

36%

28%

47%

25%

28%

39%

33%

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

Text

Image

Both

FIGURE 18: Link Types



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Hero shots are photos that clearly promote the product or service being 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 the tone of the page just as strongly as do persuasive headlines.

photographs that stand out grab attention. But a strong photo in an email 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 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.

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.

EXAMPLE 17: U.S. Marines hero shot EXAMPLE 18: Volvo hero shot

All landing pages

BtoB

BtoC

39%

20%

45%

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

FIGURE 19: Presence of a Hero Shot

keY FInDIng: less than four out of �0 hero shots on landing pages were clickable.



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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

�. “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

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.



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Figures:

�. 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 �0. number of links ��. landing page includes Form �2. landing pages with Forms / primary Conversion goal �3. number of Fields Within Forms �4. amount of text �5. primary Conversion goal / amount of text �6. number of Screens to Scroll �7. text amounts that included Subheads �8. link types �9. presence of a Hero Shot

landing Page examples:

�. 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 �0. Fossil ��. K. Hovnanian Homes �2. SuperFoodsrX �3. ioS �4. Five news �5. infopoeMS �6. Simple Shoes �7. U.S. Marines �8. volvo �9. accuCut

For more information about Silverpop’s email marketing products and services, please contact us at:

866-Silvpop (745-8767) or [email protected] visit us at www.silverpop.com

Silverpop – Your Partner for email marketing Success

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8 SecondS to capture attention - Internet Marketing Expert