Landing Page Optimization - Bases For Landing Page Optimization

Bases For Landing Page Optimization

There are three major types of LPO based on targeting:

  1. 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.
  2. 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.
  3. 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:

  1. 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.
  2. 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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