Landing page optimization

­­­­­Landing page optimization (LPO) is a part of conversion rate optimization (CRO).  CRO aims at improving the percentage of visitors, from landing page (lead-form or a website) to become sales leads and customers. This is attained by making the landing page more appealing, relevant and helpful for the visitor.

Landing page is the webpage displayed to the visitor when then click on an advertisement or search engine result link. Landing page follows up on the advertisement by provides relevant content.

LPO aims to make landing page more apt in content and appearance that would make it more appealing to target audience.

Landing Page Optimization types can be classified based on targeting or experimentation.

LPO based on Targeting:

  1. Associative content targeting: Also knows as rule-base optimization and passive targeting, as in this case the page content is modified based on general information available about the user like visitor’s search criteria, geographic information, etc. This method can be used for generic parameters, for non-research-based consumer segmentation.
  2. Predictive content targeting: Also known as active targeting. In this case the page is modified using the information already available about the visitor, like prior purchasing behavior, demographic information, etc. Unlike in the passive targeting (associative content targeting), the page can be modified to anticipate (desired) future actions based on predictive analytics.
  3. Consumer directed targeting: Also known as social targeting. Here the page is modified based on the publicly available information, like reviews, rating, tagging, etc.
  4. Closed-ended experimentation: As the name suggests in this consumers are exposed to different variations of landing pages. Trend and user interaction with different pages is observed and at the conclusion of the experiment the final landing page is decided on the outcome.
  5. Open-ended experimentation: Unlike in the previous case, where we have a final landing page at the end of the experiment, this is an ongoing process and the page is continuously modified based on the available results. Hence the landing page generated is dynamic in nature.

LPO based on experimentation:

  1. Closed-ended experimentation: As the name suggests in this consumers are exposed to different variations of landing pages. Trend and user interaction with different pages is observed and at the conclusion of the experiment the final landing page is decided on the outcome.
  2. Open-ended experimentation: Unlike in the previous case, where we have a final landing page at the end of the experiment, this is an ongoing process and the page is continuously modified based on the available results. Hence the landing page generated is dynamic in nature.

Resources:

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