The 4 Main Methods of Landing Page Optimization

Optimization is absolutely essential to any web business, because it means that every visitor to your site has the OPTIMAL chance of taking the action you desire – a simple click, an opt-in, or a sale. But there are different ways to optimize your site – experimentation, targeting, predictive, and social. Lets explore those in more detail.

Experimentation is essentially testing, tracking and changing your site. Experimenting with the different ways that you can attract visitors to respond with the desired reaction. It is by far one of the most widely recognized methods of optimization.

There is also targeting. This can be very simple, or very complex. An example of targeting could be displaying different pages for different search results – such as displaying a page about clouds to people who search about clouds, and a page about rain to people who search about rain. Targeting can also be done with complex algorithms that predict what the user will want to see – but it is all based on obvious and known data.

Predictive optimization is very complex, and often involves complicated mathematical equations to properly implement. It uses known data combined with artificial intelligence or complex calculations to determine what the most likely visitor scenario is, and therefore the content to display to that visitor. The best known example of predictive optimization is Google Search.

Social optimization essentially allows the users to drive the content of the site. In its most basic form, a user clicks on the thing they are most interested in and the content changes (often seen in “interactive sales letters”.)

Using one or all of these 4 methods, you can dramatically increase your profits by being able to predict exactly what your prospects and visitors will need to see to be converted.