Multivariate landing page optimization: Difference between revisions

Revision as of 20:33, 10 April 2012

Revision as of 23:24, 1 June 2012

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* High cost

* Increased complexity involved in modifying a production-level website

* Long period of time required to achieve statistically- reliable data. This situation is due to variations in the amount of traffic that generates the data necessary for a decision.

* Likely inappropriate for low-traffic, high-importance websites when the site administrators do not want to lose any potential customers

== Simulation (survey) execution ==

In simulation (survey) MVLPO execution, the foundation consists of advanced [[market research]] techniques. In the research phase, the respondents are directed to a survey that presents them with a set of experimentally- designed combinations of a landing page. The respondents rate each version based on some factor (e.g., purchase intent). At the end of the research phase, [[regression analysis]] models are created either for individual pages or for the entire panel of pages. The outcome relates the presence or absence of page elements on the different landing page executions to the respondents’ ratings. These results can be used to synthesize new landing pages as combinations of the top-scoring elements optimized for subgroups or [[market segments]], with or without interactions<ref>Alex Gofman, Howard Moskowitz, and Tonis Mets. 2009. Integrating Science into Web Design: Consumer Driven Website Optimization. The Journal of Consumer Marketing, 26(4): 286-298. {{doi|10.1108/07363760910965882}}.</ref>.

Simulation execution has the following advantages: