To improve the people’s or visitor’s perception of a certain website, landing page optimisation was created. This is a process in Internet marketing that aims to provide a better perception of a certain website. There may be many methods that a company can choose from to optimise a website but all of these are only classified depending on their basis. One of these is the landing page optimization based on experimentation.

Generally, experimentation-based optimisation can be categorized into two, the closed-ended and the open-ended. With the closed-ended, the consumer may be exposed to many different pages while his behavior is under observation. But at the end, this method will choose the most appropriate landing page for the visitor. The open-ended also has variations of landing pages for the visitor. However, it continues to do the experiment until the landing page is adjusted to satisfy the visitor’s demand.

Meanwhile, there are three methods that can be used to optimize landing pages based on experimentation. These are the A/B testing, total experience training, and multivariate LPO.

A/B testing is useful because of its inexpensiveness due to the already existing tools and resources that can be used for it. It is also simple because, unlike other methods, it requires no complicated analysis of statistics. Multivariate, on the other hand, may provide a more reliable result because of its being scientifically-based. However, this method is more complex and more difficult to do compare to the A/B Testing.

Meanwhile, the total experience may provide land pages that may reflect the visitor’s website experience. However, this process is the longest and it requires support from a certain platform.

These varying choices for landing page optimisation will certainly provide good options for companies wanting to have better sales or marketing through the process.

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