Consumer driven innovation in website design: structured experimentation in landing page optimisation

The issue of identifying consumer preferences is critically important for innovation in different stages of product development and marketing. Experimentation with consumers is one of the most powerful approaches to obtain actionable consumer insights. This paper explores different approaches to optimising websites based on consumer preferences. It introduces an advanced form of landing page optimisation, multivariate landing page optimisation, and its variations. The approach tests a large number of experimentally designed web pages prototypes with consumers and finds the optimal solutions on an aggregated, segmented and individual basis. Consumer research should be a central part in planning an innovation process to optimise website experiences. Structured experimentation allows for more reliable detection of consumer preferences, particularly in web page design. The steps of fitting it into the web design are shown.

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