September 8, 2005, 12:00 AM

Evaluating the effectiveness of landing pages

To get the best performance from landing pages, retailers must find ways to evaluate their effectiveness, says Gary Stein, retail analyst at Jupiter Research.


Retailers hoping to boost web site conversion rates through landing pages must develop content that will increase sales. That means retailers must find ways to evaluate the effectiveness of those pages, says Gary Stein, analyst at Jupiter Research, and a speaker at next week’s conference.

“The one that’s most important is the A/B testing,” says Stein, whose session “Click to Enlarge: Zooming in on Landing Page Testing,” is scheduled for 3 p.m., Wednesday, Sept. 14.

In A/B testing, retailers track the results of two different executions of a landing page-for example, one offering free shipping and the other offering 10% off if the consumer acts by the end of the day, Stein says.

“You can see which one does better, and that will help guide your decision in your development,” he says.

Stein also will be discussing other principles that can help guide retailers in developing landing pages, including how far retailers should go in testing pages and what changes yield the greatest results.



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