Email landing page optimization research results released

New research from MarketingExperiments.com has identified ways in which to make email landing pages more effective. The research includes ways in which copy length affect landing page performance.

by Helen Leggatt

Traditionally, long copy has been shown to be more effective for most situations. However, MarketingExperiments’ “Landing Page Optimization Tested” research has found four key factors that should be taken into consideration when deciding on copy length – cost of the advertised product/service, perceived risk, level of commitment and motivation.

High priced products requiring a lot of personal information and time commitment plus a logical need-oriented selling strategy required longer copy, the research found. Emotional purchases or no-obligation offers correlate with short copy being optimal.

Other factors such as friction, incentives, visitor motivation, value proposition, anxiety and credibility were also key elements affecting the performance of landing pages. Marketers need to employ A/B split testing to discover which combination of those key elements is needed to minimise bounces.

MarketingExperiments.com, who acquired MarketingSherpa in November 2006, have published their research findings online.