Landing Page Optimization (LPO) Techniques

Landing pages can be optimized based on inputs from multiple sources. Key techniques include:

LPO Based on Targeting

1. Associative content targeting (also called rule-based optimization or passive targeting): Page content is modified based on information obtained from visitor’s search criteria, geographic information of source traffic, and other such explicit non-research-based consumer segmentation.
2. Predictive content targeting (also called active targeting): Page content is adjusted by correlating any known information about the visitor (for example, prior purchase behavior, personal demographic information, browsing patterns, etc.) to anticipate future actions based on predictive analytics.
3. Consumer directed targeting (also called social targeting): Page content is created using the relevance of publicly available information through a mechanism based on reviews, ratings, tagging, referrals, etc.

LPO Based on Experimentation

1. Close-ended experimentation: Consumers are exposed to several variations of landing pages, altering elements like headlines, formatting, and layout, while their behavior is observed and an optimal page is selected based on the outcome of the experiment.
2. Open-ended experimentation: The approach is similar to close-ended experimentation with the difference being that the experimentation is ongoing and landing page is adjusted dynamically.