Landing page optimization (LPO) is an integral part of the internet marketing process of conversion optimization, or Conversion Rate Optimization (CRO), by improving visitors traffic to the website you increase sales leads and customers. A landing page is a web page that is displayed when a potential customer clicks an advertisement or a search engine result link. Landing page content is an extension of the advertisement or link. A well designed LPO will provide page content and appearance that makes the web page more appealing to target audiences.
Bases for landing page optimization
There are three types of LPO based on targeting:
- 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.
- 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.
- 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.