• by Tameka Kee , May 19, 2008

The landing page optimization / testing breakout focused on big brands like Expedia, Gap, Inc., and H&R Block that have thousands of pages and hundreds of thousands of search ads. But the knowledge gleaned applies to smaller Websites as well.

Breakout leader Jonathan Mendez said that the first step is to make sure that you own your data. You need to be able to control the copy on your landing pages without having to bug IT or marketing.

"Hosting your own pages gives you the flexibility to optimize, put the java script codes in yourself, develop targeted content with the speed, frequency and iteration that you need for effective testing," Mendez said.

Natalie, Nick and Amy (Expedia, Gap and H&R Block, respectively) were all exploring how to use