Bases For Landing Page Optimization
There are three major types of LPO based on targeting:
- Associative content targeting (also called rule-based optimization or passive targeting). The page content is modified based on information obtained about the visitor's search criteria, geographic information of source traffic, or other known generic parameters that can be used for explicit non-research-based consumer segmentation.
- Predictive content targeting (also called active targeting). The page content is adjusted by correlating any known information about the visitor (e.g., prior purchase behavior, personal demographic information, browsing patterns, etc.) to anticipate (desired) future actions based on predictive analytics.
- Consumer directed targeting (also called social targeting). The page content is created using the relevance of publicly available information through a mechanism based on reviews, ratings, tagging, referrals, etc.
There are two major types of LPO based on experimentation:
- Closed-ended experimentation. Consumers are exposed to several variations of landing pages while their behavior is observed. At the conclusion of the experiment, an optimal page is selected based on the outcome of the experiment.
- Open-ended experimentation. This approach is similar to closed-ended experimentation, except that the experimentation is ongoing, meaning that the landing page is adjusted dynamically as the experiment results change.
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“The bases for historical knowledge are not empirical facts but written texts, even if these texts masquerade in the guise of wars or revolutions.”
—Paul Deman (1919–1983)
“The information links are like nerves that pervade and help to animate the human organism. The sensors and monitors are analogous to the human senses that put us in touch with the world. Data bases correspond to memory; the information processors perform the function of human reasoning and comprehension. Once the postmodern infrastructure is reasonably integrated, it will greatly exceed human intelligence in reach, acuity, capacity, and precision.”
—Albert Borgman, U.S. educator, author. Crossing the Postmodern Divide, ch. 4, University of Chicago Press (1992)
“I foresee the time when the painter will paint that scene, no longer going to Rome for a subject; the poet will sing it; the historian record it; and, with the Landing of the Pilgrims and the Declaration of Independence, it will be the ornament of some future national gallery, when at least the present form of slavery shall be no more here. We shall then be at liberty to weep for Captain Brown. Then, and not till then, we will take our revenge.”
—Henry David Thoreau (1817–1862)
“When you write down your life, every page should contain something no one has ever heard about.”
—Elias Canetti (b. 1905)