Landing pages that pass the eight-second test successfully feature a number of important attributes. Unfortunately, many of those reviewed in this study failed to grab the attention of customers and prospects, leading them down a clear path to conversion. Silverpop found that:

• Successful landing pages grab attention quickly by matching the promotional copy in the email's call-to-action that yielded the click. Yet 45 percent of the landing pages evaluated failed to repeat the email's promotional copy in the headline.
• Catapulting a clicker to a Web site's home page generally fails to deliver on the promise inherent in the email's call-to-action. Yet 7 percent of email campaigns dumped recipients there.
• Recipients can be taken aback when they click on a link and end up on a landing page without the same look and feel as the email that captured their attention. But three out of 0 marketers risked confusing customers and prospects by sending them to landing pages not matching the email.
• Asking too many questions can lead prospective customers to become wary and frustrated enough that they abandon the process. Nevertheless, 45 percent of landing pages that included forms required more than 0 fields to be completed.
• While the presence of a navigation bar on a landing page can be a distraction that pulls visitors away from the primary conversion goal, nearly seven out of 0 landing pages included them.
• Professional writers know it's a lot harder to write short copy than long. Aapparently some marketers are taking the easy way out, since 25 percent of the landing pages reviewed by Silverpop required scrolling through more than two screens of text.