Landing Page Conversion Rate

Once you have succeeded in getting recipients to open your message AND click through to your website, your next challenge is to get them to take the desired action. This is where landing page conversion rates come into play.

Landing page: the destination page that recipients are taken to when they click an email link.

Conversion rate: the number of visitors who took the action you wanted on your website divided by the total number of visitors. An action can be a download, white paper request, demo request, enquiry, etc.

Click-to-lead conversion rate is the percentage of website visitors that complete a lead-qualifying action (eg. filling out an enquiry form, requesting a product demo, etc). Click-to-sale conversion rate is the percentage of website visitors that purchase online.

The table below shows how your conversion rate affects the number of lead/sales your campaign generates:

Emails	Opens		Click-Throughs		Response	Conversion
Emails delivered	Open rate	Opens	CTR	Unique Clicks	Response rate	Conversion rate	No. of Leads/Sales
10,000	30%	3,000	25%	1200	7.5%	1.0%	3
10,000	30%	3,000	25%	1200	7.5%	2.0%	15
10,000	30%	3,000	25%	1200	7.5%	3.0%	22.5
10,000	30%	3,000	25%	1200	7.5%	4.0%	30
10,000	30%	3,000	25%	1200	7.5%	5.0%	37.5
Source: EmailTools.co.uk

=> A 3% conversion rate generates 50% more leads/sales than a 2% conversion rate.

The 3 Factors That Affect Conversion Rate:

1. Target audience

Are they buyers, influencers, or decision makers?

2. Landing page

A landing page is often an after-thought when it comes to email marketing campaigns. However, your landing page is extremely important and can make or break your campaign.

3. Follow-ups

A follow-up call to an email can increase response by 40%.

And nurturing your leads before selling increases your conversion rate significantly.

Don't think of your message as a one-off - it takes time to build a relationship and establish trust. You MUST follow up with your prospects or you're throwing away money. It can take 5 or more contacts to make a sale, but the recipient may well become a life-long customer.

The importance of follow-up

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