Your email can do everything right and still lose the sale after the click.
You have a strong offer, compelling creative, and a clear CTA.
Shoppers click, ready to learn more…
Then they land on a generic collection page of your store with 20+ products, competing links, and no obvious next step.
And guess what? All the momentum created by the email just disappeared.
This is one of the most costly post-click mistakes we see e-commerce brands make.
The email presents a specific product, bundle, or promotion, but instead of continuing that same narrative, the landing page forces shoppers to start the decision-making process all over again.
In other words, it breaks their buying pattern.
You’re asking them to connect the dots when your post-click funnel should’ve already done it for them.
Winning brands take a different approach. They send email traffic to dedicated landing pages that match…
- The offer in the email
- The product or bundle being promoted
- The messaging angle that earned the click
- The next decision the shopper needs to make
Hexclad does this with landing pages dedicated to its cookware bundles.
Qure skincare builds focus pages around its holiday offers.
Chilipad used a message-match holiday landing page to generate a 41% higher AOV than its standard store experience.
So what’s the lesson for marketers?
Your email strategy shouldn’t end when someone clicks; the click is where the next stage of the sale begins.
In this video, I’ll show you why sending email traffic to generic product and collection pages can kill momentum and what high-growth brands do instead.
To better funnels,
Jon Denney
Denney Bros
P.S. Chilipad changed what shoppers saw after clicking and generated 41% higher AOV. See the funnel in the video >