Integrating science into web design: consumer‐driven web site optimization

Purpose – This paper sets out to explore different approaches to optimizing web sites based on consumer preferences, introducing the most advanced form of landing page optimization, multivariate landing page optimization, and its variations. The approach aims to allow for the testing of a large number of web page prototypes with consumers and find real optimal solutions on an aggregated, segmented and individual basis. The latter aims to paveing the road to individually optimized pages and one‐on‐one marketing in the near future. Design/methodology/approach – The approach described employs a new variation of multivariate landing page optimization to improve customer experiences with web sites through optimal design of the landing pages. The approach uses consumer insights‐driven rule‐developing experimentation (RDE) introduced by the authors and developed in cooperation with Wharton School of Business. Findings – A disciplined experimentation based on statistically sound experimental designs produces much better web page designs. The resulting web pages have increased consumer acceptability, improved conversion rates and general customer experience. Practical implications – Consumer research should be a central part in planning how to optimize web site experiences. The steps of fitting it into the web design are shown. There are already several readily available tools for effecting this. Originality/value – The approach could help marketers create better web sites that consumers like and which will help marketers to differentiate their respective web sites from their competitors.