How Does CRO Differ from Landing Page Optimization?

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Conversion Rate Optimization is important if you want to measure how well your campaigns are convincing visitors to your website to become customers. A low CRO shows that few people are actually buying from you, while a high CRO indicates that the people coming to your website want your products. But then there’s Landing Page Optimization or LPO. Some people see this as the same thing as CRO. However, there are some key differences between the two, and you need to ensure that you focus on both to truly boost your online sales.

What Is CRO?

CRO is only focused on how well a website does at converting visitors into customers. Calculating your conversion rate is fairly simple: divide the number of customers by the number of visitors. The higher this percentage is, the better your website does at converting visitors. You can improve your CRO by changing up your call to action and other page elements, but you can also improve it by looking at how you’re advertising your website and your products.

Your CRO is always going to remain fairly low if the people visiting it are not your target audience. You need to get the right people there in order to boost your conversion rate. In this sense, CRO encompasses more than one page—it’s how well your overall website converts.

What Is LPO?

LPO, on the other hand, is more focused on how the specific landing page converts customers. You may have multiple landing pages, each with their own unique LPO needs. All of these pages play a part in your CRO. If you improve the call to action on one landing page, it boosts that page’s LPO and your overall CRO, but it doesn’t impact the other landing pages.

Some websites only have one landing page, which is fine. Others may have landing pages for each geographic location they serve or for specific services or products they offer. These websites can have a better conversion rate because each page is tailored to a specific customer base. However, they also take more work.

Need to boost your CRO and LPO? BlendIM is here to help. Contact us today to discuss what we can do to optimize your website.