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Land page optimization (LPO) is one part of a broader Internet marketing process called conversion optimization, or conversion rate optimization (CRO), with the goal of improving the percentage of visitors to the website that become sales leads and customers. A landing page is a webpage that is displayed when a potential customer clicks an advertisement or a search engine result link. This webpage typically displays content that is a relevant extension of the advertisement or link. LPO aims to provide page content and appearance that makes the webpage more appealing to target audiences. == Bases for landing page optimization == There are three major types of LPO based on targeting:〔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. .〕 # 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 that can be used for explicit non-research-based consumer segmentation. # 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. There are two major types of LPO based on experimentation: # Closed-ended experimentation. Consumers are exposed to several variations of landing pages, altering elements like headlines, formatting and layout while their behavior is observed in an attempt to remove distractions that will take the lead away from the page, including the primary navigation.〔http://blog.teknicks.com/make-your-landing-pages-convert-faster-than-a-cheetah-on-steroids#.U-T5tmOO2So〕 At the conclusion of the experiment, an optimal page is selected based on the outcome of the experiment. # Open-ended experimentation. This approach is similar to closed-ended experimentation except that more variations will be added for testing and experimentation will not stop when a winner is found. This method is used by large corporation to dynamically improve their conversion rates and improve user experience. Landing page can also be adjusted dynamically as the experiment results change to further enhance user experience. 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Landing page optimization」の詳細全文を読む スポンサード リンク
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