When do you decide what's working?
Latest posts | Feed | By Mark Brownlow on July 11, 2007
If you're driving sales with emails, you may want to wait a while longer before judging your campaign or test a success or failure. New research from ScanAlert suggests that the delay between a click to a landing page and a purchase is growing.The research is reported by MarketingSherpa and Adotas. The authors found that the average time between the first visit to a website and the purchase is now 34 hours, 19 minutes (compared to 19 hours in 2005.)
Add that on to the time elapsed between the send and the click, and many of your sales may come in well over 2 days after the initial email goes out.
The research was not based on clicks from emails. I believe it stems mostly from visits driven by PPC search clicks. Visitors to search marketing landing pages may be more likely to wander off and comparison shop before purchasing.
So it may be that the click-to-purchase delay is less for emails than is generally the case with other landing pages. But still...food for thought.
More on landing pages | Tags: landing pages, scanalert, email conversions
[This post brought to you by Campaigner Email Marketing]
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