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Identifying Factors that Influence on the Conversion Rate of Landing Pages
The present paper is dedicated to the research of factors that influence the conversion rate of landing pages. The main definitions and concepts are considered: a landing page, the conversion rate, etc. Methods of landing page optimization are described. A model, showing the influence of this or that attribute of the landing page on the decision-making process, is presented by the example of the banking area. The results of the work are of interest to companies that use landing pages as a way to promote their product on the Internet.