Airlines should improve their landings, study shows

02/26/2013 | MediaPost Communications

Airlines could see better conversion rates if their websites' landing pages better matched certain trip profiles, such as leisure travel, according to a study by New York-based Intent Media. Strategic landing pages can improve a site's conversion from clicks by as much as 25%, the study finds. "Landing page optimization is nothing new. But normally traffic for a given campaign gets the same set of landing pages. What we found is that varying the landing page based on a predictive model can greatly improve campaign results," says Richard Harris, CEO of Intent Media.

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