Landing Page Optimization: Twofold Beneficial Internet Marketing

In many ways, landing page optimization is a beneficial side of Internet marketing. Landing page optimization belies the notion of marketing as merely a tool for generating hits or revenue. With e-commerce websites for instance, Internet marketing has become less brand-specific, forcing websites to compete with each other in terms of ease of use, content relevance, and landing page optimization philosophies and techniques.

In effect, buyers are met with better online shopping experiences through landing page optimization. It's not uncommon to have an entire website shaped by landing page optimization to feature a free service, with e-commerce offers downplayed as an option.

Behind the scenes, websites can use landing page optimization techniques to monitor visitor trends and browsing habits. With the information gained from these landing page optimization techniques, websites can be adjusted for better conversion results using A/B testing and multivariate landing page optimization.

A/B testing, in landing page optimization terms, is the simple process of posting two variants of the same content online in order to determine which one results in a more desirable effect. If A is more in line with the landing page optimization goals, B is discarded.

Multivariate landing page optimization involves using different variants of visuals on the same webpage. Users will gravitate towards the more effective visual landing page optimization elements, and the rate of conversion brought about by each element can be monitored. Afterwards, landing page optimization can be done accordingly.

Online retail is projected to grow to $335 billion by 2012. The demand for landing page optimization exists, yet only around three percent of visits to e-commerce websites result in a purchase. The key to conversion from browsing to buying is using landing page optimization to keep users informed about products of interest without leaving the site. In serving these needs, landing page optimization ultimately serves customers as well.