ANALYSIS OF USER BEHAVIORAL PATTERNS ON LANDING PAGES: AUTHOR’S TYPOLOGY AND A/B DIAGNOSTIC METHOD

Eremin S. I.

This article presents a method for analyzing user behavioral patterns on landing pages using domestic web analytics tools. The author introduces an original typology of user behavior based on Yandex Metrica data, including scroll depth, time on page, and activity in key interaction zones. An author-developed A/B diagnostic method was implemented on the Mottor platform to match behavioral segments with landing page types and adapt page structure accordingly. The experimental results demonstrate that landing page modifications tailored to specific behavioral groups can significantly improve conversion rates. The novelty of the study lies in the integrated approach to behavioral segmentation as a practical tool for optimizing marketing interfaces under constrained budgets.

Keywords:landing page, behavioral pattern, web analytics, A/B testing, Yandex Metrica, Mottor, user typology