This chapter explores one of the most advanced forms of landing page
optimization: multivariate landing page optimization. The approach tests systematically
varied prototypes of Web pages, working with consumers to identify the “rules” by
which the Web pages drive specific responses. The approach, a subset of rule
developing experimentation (RDE) generates indices of performance, which can
translate into generalizations about consumer responses and thus “rules” about what
might be done, either on an aggregated basis, on a segmented basis, or even on an
individual basis. The last capability paves the road for individually optimized pages and
one-on-one marketing in the near future. The approach described employs a new
variation of multivariate landing page optimization based on RDE. The approach could
help the marketers create better Websites that consumers like and which will help
marketers to differentiate their respective Websites from their competitors.
Keywords: Conjoint analysis, experimental design, interactions, multivariate
landing page optimization, regression analysis, rule developing experimentation,
suppression, synergism.
