Rule Developing Experimentation: A Systematic Approach to Understand & Engineer the Consumer Mind

Consumers have been increasingly involved in the innovation process in the last few decades, a major driving force of business success. This involvement is critically important for innovation, ...
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Introduction to Consumer-Driven Optimization of Landing Pages

Pp. 299-309 (11)

Alex Gofman

Abstract

Although widely recognized as important to increase a website’s conversion rate and overall ROI, landing page optimization (LPO) remained for a long time in the domain of IT. This chapter shows the development, classification, advantages and shortcomings of a very advanced form of LPO, multivariate landing page optimization. The RDE approach tests thousands of Web page prototypes with consumers and finds real optimal solutions on an aggregated, segmented and individual basis. The latter paves the road to individually optimized pages and one-on-one marketing.

Keywords:

Conjoint analysis, landing page optimization, multivariate analysis, rule developing experimentation.

Affiliation:

Moskowitz Jacobs Inc., White Plains, New York, USA