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Landing Page Optimization
Tags: Encyclopedia Britannica, Landing Page Optimization, LEGO, Multivariate landing page optimization (MVLPO), MVLPO
Landing Page Optimization is nothing but a webpage optimization. It displays Search Engine Result Pages or advertisement.
Content of landing page is to be more informative from visitor’s search criteria. Try to track new user of your landing page and what are they searching for etc.
More Specific Content gives you higher rating, response.
First Impressions always count for web.
Researchers say “It takes less than 50 milliseconds to decide if you like website”.
Multivariate landing page optimization (MVLPO) is for visual elements (graphic, text etc) on a webpage.
The Experimental design of MVLPO was performed by moskowitz Jacobs Inc. in 1998 as a demonstration project of LEGO. MVLPO did not become a mainstream approach until 2003 or 2004.
Advantages of Multivariate landing page optimization (MVLPO):
- Understanding customer’s preferences and possibly optimizing their experience.
- It provides a foundation for open ended experimentation.
“By using multivariable testing, Britannica’s marketing team was able to optimize its landing page for visitors coming from sites such as Dictionary.com in order to better target key consumer audiences,” says a spokesperson for Omniture, the company behind the testing tool Britannica uses.
“After honing in on its ‘best recipe’, Encyclopedia Britannica saw a 48% lift in revenue via increased subscriptions and a net revenue increase of 28% over a 4-week period,” the spokesperson says.
The Multivariate test holds good when you get large amount of traffic and want to change your page headline, image etc
