Optimizely once decided to test a new approach for their landing pages.

The results were amazing: +113% in overall conversions.

What did they do?

They extracted 4 groups of people from their overall traffic:

1. Shoppers from Target.

2. Late-night shoppers.

3. Visitors from the travel industry.

4. Visitors from Microsoft.

And modified the landing page for each of these groups (background images, headlines, etc.):

Then they compared results.

Results: personalized landing pages increased overall conversions by +113%.