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Worldata Launches Landing-Page Scoring Tool

5/21/13

By Ken Magill

Data-services firm Worldata last week launched LandingPageScore.com, a free tool the company claims will help marketers assess the likely effectiveness of their landing pages.

Landing pages are one of the most critical parts of any email campaign. They’re the first thing people see when they click on an email link. As a result, they are where leads convert or die.

According to Jay Schwedelson, chief executive of Boca Raton, FL-based Worldata, LandingPageScore.com automatically checks landing pages against 200 variables.

The results are reportedly based on more than 1 billion email messages that have been tracked by LandingPageScore.com clients.

Among the variables LandingPageScore.com assesses is whether or not the landing page includes the company’s site navigation in it, according to Schwedelson.

“Having the landing page in the same navigation as your site is the worst thing you can do,” he said. “If you give someone something to do other than buy, they’ll do it.”

The tool also checks for the presence of a mobile version of the landing page, according to Schwedelson.

“If you don’t have a mobile version of your landing page you shouldn’t execute on your campaign,” he said.

LandingPageScore.com also checks to see if the landing page collects geographic information and scores it negatively if it does not, according to Schwedelson.

“Geographic information is critical. Ultimately you’re going to want it,” said Schwedelson. “If you don’t collect geographic information, you can’t do anything based on where they’re located.”

LandingPageScore.com also checks to see if the landing page is secure, if it contains a link to the company’s privacy policy and if it contains outdated content. According to Schwedelson, the page should be secure, should link to the privacy policy and should not contain outdated content.

“When someone sees “copyright 2011” they’ll think: “Can I trust this company?” he said.

The tool also scores the wording used on the landing page, according to Schwedelson.

For example, the word “submit” on a registration button will score negatively.

“’Submit’ doesn’t drive results,” said Schwedelson. “It’s not a word people like to use to register.”

Wording such as “get started” and “click here” are better alternatives, he said.

The tool also scores colors.

“The littlest things add up,” said Schwedelson.

A year ago last week, Worldata launched SubjectLine.com, a similar tool to help marketers score the likely effectiveness of their subject lines.

According to Schwedelson, more than 3,000 subject lines are scored by SubjectLine.com per day.

Both tools are free. Both are aimed at lead generation for Worldata's email-marketing consultancy business. As a result, they require a form to be filled out for repeated use.

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