Forms of Landing Page Optimization at Work

Landing page optimization manifests in many forms, like the two approaches to landing page optimization in e-commerce. An active approach pushes hard to make a sale. Passive landing page optimization offers free information and services with paid services available 'on-the side.' Making a sale may or may not be the primary objective of landing page optimization. The following are examples of both approaches:

Straightforward eCommerce Landing Page Optimization

The target audience consists of potential customers who are all ready to buy products and services. Landing page optimization serves to create an easy buying experience. These sites can even use predictive results for future visits from the same user.

Online Store Extension Landing Page Optimization

Landing page optimization can also be done for store extension websites that supplement existing advertising campaigns and provide information about products. Some of these websites don't even sell directly, but use landing page optimization to refer their customers to online resources or physical stores instead.

Guide/Information/Review Site

Landing page optimization often makes use of the social aspect of the Internet for better results. Travel websites, for example, provide a venue to display user ratings, reviews, blog entries or directions to far-off places. Landing page optimization for e-commerce comes in when users are allowed to book accommodations, package travel tours, flights and other services.

Online Social Network Landing Page Optimization

In more radical approaches, some social networks practice landing page optimization by offering purchasing options directly from their website. Some even implement landing page optimization by offering money or credit to users in hopes that they will chance upon relevant advertisements. Though these only yield a small percentage of conversions, it is a market with large potential for growth. However it is used, landing page optimization is turning into a very important marketing tool.