Nail the Landing
If your e-commerce platform allows you greater control, you can get more creative with your tests. But even a basic platform such as Yahoo! Store can test different e-mail landing pages.
Natural Landing Pages
These techniques don't necessarily require new site design. Drive traffic to landing pages that are already converting well. Even if you’ve never focused on landing pages, you’re bound to have pages on your site that convert better than others. Design the e-mail, ads and destination URLs to feed those pages.
Enterprise class analytics packages, such as Omniture and Coremetrics, show you conversion by landing page. You can still get a sense of which pages are working for you, however, even if all you can afford is Google Analytics. In Google, the “top landing pages” report displays the number of entrants and bounce rate by page. Bounce rate refers to the number of entrants who looked only at that page before leaving your site. Your best landing pages will have a bounce rate of 20 percent or less.
Ad Hoc Web Design
You can also make a landing page out of e-mail creative. Most platforms allow you to add HTML directly to your site. You’ve already done more than half the work just by creating the e-mail. Now use that HTML to reinforce all the direct marketing elements from that e-mail. Make sure, though, that you add buttons to allow the shoppers to “Buy Now” or navigate quickly to a page where they can purchase. If you’re not sure if this will work for you, test it.
Personalize landing pages by showing products the shopper has looked at on a previous visit. If your site can remember the products a shopper viewed on a previous visit, make sure they’re prominently displayed on a landing page. You already know that these products are relevant for a particular shopper. Many sites have this feature but don’t use it on a landing page.