Is the wrong email landing page killing sales?
Recently we received a small web help request from client who manages a popular ecommerce store based in Maryland. Specifically, she received a notice from a board member that his wife could not easily find a specific product the company had sent an email blast about. Having reviewed the complaint, and tested their platform we discovered that the problem was a common mistake many email marketers make: Linking to a generic landing page.
My clients company sent out a blast email promoting a flash sale for select products. The email was well crafted and had a clean design showing numerous products. However, ALL of the products were linked to a single index landing page showing ALL of the products included in the flash sale. Essentially, the landing page was a less informative version of the email.
Here is the problem. The shopper was interested in one specific product she saw half way down the email. When she clicked it, she was taken to the top of the index landing page. She was on her mobile, as many email subscribers are. Though the product in question was in the second row when viewed on a desktop computer, the responsive web design restructured the page in a vertical column and the item she wanted to see was pushed well below the fold, below the screen of her iphone.
The general user would likely have abandoned the page right then and there. However, she did scroll down, found the product and clicked again to get to the product detail page (Double ugh!). Additionally, the email showed a discounted price in a traditional line-through the retail price and the new sale price in red. However, the product detail page and the index flash sale page only showed the retail price (Triple UGH!). As a shopper, I would have suspected the company of using a bait and switch tactic and would have abandoned the site. That is not what they were doing. Due to a technical limitation of their current platform, they cannot easily show a discount price on the live site. They can only offer a promo code to use at check out. The company is aware of the problem, and it is in que for correction, but they need a short term fix.
Given the problems, we devised a simple 2 part solution.
1) Link specific products in the email to the specific product detail page.
2) Include a responsive banner on the product detail page that informs shoppers they need to enter a promo code to receive the discount at check out.
Happily, our client took our advice and implemented the changes which has resulted in a 32% increase of click to sales just by choosing the right landing page and having optimized the user experience accordingly.
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