Landing page optimization (LPO, also known as webpages optimization) is the process of improving a visitor’s perception of a website by optimizing its content and appearance in order to make them more appealing to the target audiences, as measured by target goals such as conversion rate.

Multivariate landing page optimization (MVLPO) is landing page optimization based on an experimental design.

LPO can be achieved through targeting and experimentation.

LPO based on targeting

There are three major types of LPO based on targeting:

1. Associative content targeting (also called “rules-based optimization” or “passive targeting”): Modifies the content with relevant to the visitors information based on the search criteria, source, geo-information of source traffic or other known generic parameters that can be used for explicit non-research based consumer segmentation.
2. Predictive content targeting (also called “active targeting”): Adjusts the content by correlating any known information about the visitors (e.g., prior purchase behavior, personal demographic information, browsing patterns, etc.) to anticipated (desired) future actions based on predictive analytics.
3. Consumer directed targeting (also called “social”): The content of the pages could be created using the relevance of publicly available information through a mechanism based on reviews, ratings, tagging, referrals, etc.