Introduction to Consumer-Driven Optimization of Landing Pages
Pp. 299-309 (11)
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.
Conjoint analysis, landing page optimization, multivariate analysis,
rule developing experimentation.