Landing Pages: This Worked, That Didn't
The winner of the landing page challenge is Rejuvenation. To insure that your emails are always on the winning side:
- Make links take people to the page they expect to see. If you don't have an appropriate page, either build one or change the email message.
- Keep the path from first click to checkout as short as possible. The longer the path, the more likely people will leave.
- Tell a continuous story. Continuity keeps people moving forward. A good story answers questions at the right time and removes all resistance to completing the final call to action.